Time for Australian clubs to step up their TikTok game

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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.

 

In a piece earlier this year, renowned football commentator Simon Hill revealed the findings of a study conducted by Futures which claimed football is “Australia’s most digitally vibrant sport”.

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.

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More Than One in Five Football Australia Staff to Lose Jobs Amid Growing Financial Losses

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Image Credit: ESPN

Australian football finds itself in a curious position.

From the outside, the game appears to be riding a wave of momentum. Attendances, visibility and public interest have all experienced significant uplift in recent years, while major international tournaments and growing discussion around football’s future continue to place the sport firmly within the national conversation.

Yet behind that momentum, Football Australia is now confronting a far more challenging internal reality.

 

A compounding deficit

Chief Executive Martin Kugeler has reportedly indicated the governing body’s projected financial losses for 2025 are expected to exceed the organisation’s reported $8.5 million deficit from the previous year. Accompanying the financial outlook are substantial organisational changes, with reporting from Tracey Holmes indicating more than one in five Football Australia employees are expected to lose their positions through restructuring measures.

The figures represent more than a difficult balance sheet. They point toward a significant period of recalibration inside the organisation responsible for overseeing the sport nationally.

 

Losing the wisdom of existing staff members

For governing bodies, restructures are often framed as strategic necessities for future sustainability. However, workforce changes on this scale also raise broader questions around the challenges of such a transition.

People are often the carriers of knowledge, relationships and long-term strategic understanding. When organisations undergo significant structural change, the effects can extend beyond immediate financial outcomes.

 

Contradicting timing

The timing is what makes the developments particularly notable.

Football in Australia has spent recent years discussing expansion, growth and long-term opportunity. The conversation surrounding the game has increasingly centred on future potential. Often headlining stronger pathways, larger audiences, infrastructure development and greater visibility.

Against that backdrop, news of deep financial losses and substantial staffing reductions creates a different conversation: one focused not on where the game wants to go, but on what may be required to sustain that journey. Therefore, this announcement points toward stagnancy, rather than growth.

Further detail surrounding Football Australia’s strategy and long-term direction will likely emerge over coming months. For now, the developments serve as a reminder that growth stories are rarely straightforward.

Often, the periods that appear strongest from the outside can also be the moments organisations face their most significant internal tests.

New ‘Unfiltered’ Episode with Paul Klisaris and Oscar Yildiz

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Image Credit: One-Nil Media

The ‘Unfiltered’ podcast by Soccerscene promises honest, thought-provoking conversations about football culture, identity and the stories fans don’t usually hear in mainstream coverage.

In the latest episode, Mihaila Kilibarda sits down with passionate councillors Paul Klisaris and Oscar Yildiz to debate the role of policy in shaping infrastructure, career opportunities and on-field success in the Australian football landscape.

From exposing flaws in policy making, to critiquing the A-League, Paul and Oscar discuss the future trajectory of football in Australia. With strong views on the disconnect between decision-makers and grassroots communities, this is an unfiltered look at the issues holding the sport back—and the urgent need for change.

“Bring back Preston, bring back South Melbourne, bring back that culture into the game. There was nothing wrong with that. Bring it back. Regulate it better, police it better, like they have in Europe. There is rivalry and that’s healthy!” says Paul Klisaris in this episode.

Oscar Yildiz agreed that “We might need to throw a bomb. There is no incentive for clubs to aspire to. You know, you can finish last and still stay in the league. They need to have people from state, from federal, people, again, who know the game, who genuinely know the game. And, it means understanding the politics around the game.”

Listeners can expect Unfiltered to go beyond match reports and transfers. Each episode will dive into the ideas, people and cultural forces that make football one of the world’s most compelling sports. Episode 2 is available now, hoping to challenge, entertain and inspire.

Listen now on Spotify: 

With Unfiltered, Soccerscene is giving fans a space to think, feel and debate about the game they love. Further, it is encouraging conversations that are as engaging as the football itself.

Stay tuned for future episodes, featuring more voices shaping the beautiful game.

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