Video-sharing service TikTok is a global phenomenon and it’s time Australian football clubs further embraced the platform, to continue to build their digital engagement with fans.
What this meant, was that fans of the round ball game in Australia were more likely to engage with the sport on online platforms, than any other sport in the country.
Citing Facebook as an example in the article, Hill stated that of the 442,000 people who were following the A-League’s official page at the time, “nearly three-quarters” of them were under the age of 35.
Other impressive figures from services such as YouTube and Twitter were listed, and the A-League’s digital footprint does continue to grow, highlighting the appetite the young demographic have for online content.
However, one platform Australian clubs are not taking full advantage of is TikTok, and it seems to be a missed opportunity.
According to Roy Morgan Research, TikTok is now used by nearly 2.5 million Australians, with that number growing by more than 50% during 2020.
Over 70% of these users are under the age of 30, a figure which should be an exciting growth prospect for clubs, as it aligns with football’s core audience.
But if we examine the use of the service by A-League clubs, results across the board are underwhelming.
Most clubs in the A-League have posted content on an occasional basis on TikTok and is possibly a reason why follower numbers are quite low.
A range of clubs have under 500 followers on the platform, despite opening their accounts several months ago.
This includes Melbourne’s best supported club, Melbourne Victory, who have just under 450 followers.
When compared to AFL clubs such as St Kilda, who have over 160,000 followers, A-League clubs must simply do better to build on their metrics.
Other A-League sides have not even created an account on the service, which seems bewildering.
There are shining lights through outliers like Adelaide United, who have over 25,000 followers on the social media network.
United post content on a more consistent basis than others, whilst participating in global TikTok trends that has seen some of their videos reach around a million views.
It’s a method which is effective, yet not too complicated, for the A-League clubs sleeping at the wheel.
Although, it shouldn’t be A-League exclusive.
NPL clubs could also follow strategies of a similar pattern.
Why can’t they produce engaging short videos that builds their brand with content young fans love to consume?
I understand it may be difficult enough for everyday volunteers to control a Facebook and Instagram page for their club, let alone a TikTok page. But there are alternative options.
University students studying Media, who are younger and generally more tech savvy, are better placed to understand the current dynamic of the differing social media sites.
As they progress through their course, they want the opportunity to utilise the skills they have learnt and put them into practice.
Clubs can offer these students a platform, through initial internships, in what is a beneficial move for both sides.
As the game moves towards the implementation of a national second division and eventually promotion and relegation, an NPL club’s media profile will be increasingly important if they have the chance to play in the top tier.
Ambitious NPL clubs must continue to keep up in the social media landscape and a notable presence on TikTok should be seen as vital.
