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1、Tapping into sports fandom on TikTokSportsTok2025Welcome to SportsTok.Where fans around the world come together to celebrate sports in all their glory.Game time is just the beginning.On TikTok,sports content goes beyond just the game.Its about capturing the moments that fans cant see anywhere elseth

2、e behind-the-scenes stories,the culture that fuels passion,and the unsung heroes who shape the game.From locker rooms to fan reactions,TikTok gives fans access to every angle,every moment,and every story.75%of TikTok users 18+are fans of sports57%of users watch sports content on TikTok weeklySources

3、:1.TikTok Marketing Science Sports&Fandom Survey via AYTM,US,June 2023.Base:TikTok Users 18+(n=500),TikTok Sports Fans(n=390)2.TikTok Marketing Science US Sports Fandom&Events Insight Survey via Suzy,April 2022,TikTok weekly Users Age 18+3.TikTok Marketing Science Global,Custom Olympics Survey via S

4、uzy,January 2023The celebrationsThe behind the scenesThe cultureThe unsung heroesThe broadcast is on TV.The community,conversation and culture are on TikTok.When TikTok is more entertaining than the game59%of users say watching sports content on TikTok can be more entertaining than the game62%watch

5、major sports events to be part of cultural conversationsConnection drives behavior61%feel a strong sense of community with other sports fans on TikTokTikTok acts as an entryway to sports29%of TikTok users became more interested in a sport after watching content about it on TikTok28%of TikTok users d

6、iscovered new sporting events through TikTok contentAudience InsightsSources:1.GWI Sports,Behavior&Social Attitudes,USA,Q4 2023.TikToks use of this data does not equate to an endorsement.2.TikTok Marketing Science Global Olympics&Sports Survey via Suzy,January 2023.Base:TikTok users 18+(n=1907)Accou

7、nt types followed by sports fans on TikTok80%75%44%29%19%TeamsComplete coverageAthletesLeaguesExpertsCoachesWinning MVPs and MVCs Most Valuable Creators)Athletes on TikTokagree TikTok allows athletes and teams to build stronger connections with fans71%Even among non-avid casual sports fans:want to s

8、ee athlete BTS moments 46%Drive business impact while tapping into sports fandom.Product SolutionsBrandingBoost brand visibility and love among sports fans during key moments.1Full FunnelDrive engagement and conversions across every stage of the sports fan journey.2*Please note there are limited ava

9、ilability for these offerings.Please consider complimenting your tentpole spend on other platforms with this offering.Amplify brand presence during sport tentpole moments.Branding:TentpolesAuction Video View 25%budget)TopView 75%budget)Media Flight RecommendationsRecommendations are directional only

10、.Consult with your TikTok rep for more guidance.PreheatBuild curiosity and start to gain share of mindEvent LaunchMaximize awareness and create buzz Campaign LengthMinimum 3 weeksFrequencyMinimum 2x/weekCreativeMinimum 3 Unique Creativesincrease in awareness compared to TikTok Brand Lift Study norms

11、*+15-20%Advertisers who have used this product mix have observed:Reach&Frequency Top Feed or standard feed 20%budget)Branded Mission or Branded Effect 20%budget)+Pulse Suite:Sports Pulse,Premiere,or Seasonal*30%budget)PhasePreheatBuild curiosity and start to gain share of mindPhaseEvent LaunchMaximi

12、ze awareness and create buzz PhaseSustainSustain momentum and drive considerationAuction Video View30%budget)Optimize for awarenessOptimize for engagement*Choose the optimal day within your campaign to run TopView!TikTok Internal Data,Jan 2021-Nov 2023.The BLS results as well as any CPM,impressions,

13、and/or reach data should be compared directionally with a clients historical campaigns.Actual performance may vary significantly based on product selection,campaign budget,ad quality,and user behavior.Results are NOT guaranteed.FOR NON-SPONSORS*Please note there are limited availability for these of

14、ferings.Please consider complimenting your tentpole spend on other platforms with this offering.*TikTok Internal Data,Jan 2021-Nov 2023 The BLS results as well as any CPM,impressions,and/or reach data should be compared directionally with a clients historical campaigns.Actual performance may vary si

15、gnificantly based on product selection,campaign budget,ad quality,and user behavior.Results are NOT guaranteed.Amplify brand presence during sport tentpole moments.Media Flight RecommendationsRecommendation is directional only.Consult with your TikTok rep for more guidance.increase in awareness comp

16、ared to TikTok Brand Lift Study norms*+8-10%Advertisers who have used this product mix have observed:FOR SPONSORSReach&Frequency Top Feed or standard feed 25%budget)Reach&Frequency Standard Feed 15%budget)+Pulse Suite:Sports Pulse,Premiere,or Seasonal*30%budget)PreheatBuild curiosity and start to ga

17、in share of mindEvent LaunchMaximize awareness and create buzz SustainSustain momentum and drive considerationAuction Video View30%budget)Campaign LengthMinimum 3 weeksFrequencyMinimum 2x/weekCreativeMinimum 3 Unique CreativesYou can swap RF for Branded Mission or Effect as a way to engage with the

18、community.Note that BLS lift stats arent available when either of these 2 products is swapped in.Branding:TentpolesEngage fans throughout a tentpole to drive upper and lower funnel impact.Full FunnelMedia Flight RecommendationsRecommendations are directional only.Consult with your TikTok rep for mor

19、e guidance.FOR NON-SPONSORSCampaign LengthMinimum 4 weeksFrequencyMinimum 23x/weekPerformanceBuild urgency with attractive hooks to increase conversion(e.g conversion/install)BrandingBuild memorable links between brand and buying situations-generating and capturing demandMaximize impact across the c

20、ustomer journey from awareness to conversion.ApproachCombine brand exposure with targeted performance by distributing your budget between wide-reaching ads and specific conversion-driven actions.Aim for a well-rounded approach that enhances brand presence while also focusing on measurable results th

21、roughout the tentpole season.Web Conversion or App Install 60%of total budget)Auction Reach40%of total budget)Get your products discovered with Search Ads Toggle.Quick and easy entry into TikTok Search Results Page to reach shoppers who are actively exploring.Drive demand across active shoppers usin

22、g Search Ads Campaign.Leverage keyword and budget control to efficiently deliver ads to shoppers who are actively searching for your products.Engage fans throughout a tentpole to drive upper and lower funnel impact.Full Funnel:TentpolesMedia Flight RecommendationsRecommendations are directional only

23、.Consult with your TikTok rep for more guidance.FOR SPONSORSCampaign LengthMinimum 4 weeksFrequencyMinimum 23x/weekMaximize impact across the customer journey from awareness to conversion.ApproachCombine brand exposure with targeted performance by distributing your budget between wide-reaching ads a

24、nd specific conversion-driven actions.Aim for a well-rounded approach that enhances brand presence while also focusing on measurable results throughout the duration of the tentpole season.Event LaunchMaximize awareness and create buzzPerformanceBuild urgency with attractive hooks to increase convers

25、ion(e.g conversion/install)BrandingBuild memorable links between brand and buying situations-generating and capturing demandWeb Conversion or App Install 40%of total budget)Auction Reach40%of total budget)TikTok Pulse30%of total budget)Get your products discovered with Search Ads Toggle.Quick and ea

26、sy entry into TikTok Search Results Page to reach shoppers who are actively exploring.Drive demand across active shoppers using Search Ads Campaign.Leverage keyword and budget control to efficiently deliver ads to shoppers who are actively searching for your products.Maintain a consistent presence t

27、o keep your brand top-of-mind,engaging fans throughout the season.Branding:Season-LongMedia Flight RecommendationsThis is a Pilot recommendation.Consult with your TikTok rep for more guidance.increase in awareness compared to TikTok Brand Lift Study norms*+15-20%Advertisers who used the“Brand Auctio

28、n Focused View+TopView product combo during this time have seenTikTok Internal Data,Jan 2021-Nov 2023.The BLS results as well as any CPM,impressions,and/or reach data should be compared directionally with a clients historical campaigns.Actual performance may vary significantly based on product selec

29、tion,campaign budget,ad quality,and user behavior.Results are NOT guaranteedFOR NON-SPONSORSBrand Auction-Focused View 12.5%budget)TopView 37.5%budget)Pre-SeasonBuild curiosity and start to gain share of mindCampaign Length:3 monthsMeasurement:BLSFrequency:minimum 2x weekCreative:min of 3 unique cre

30、ativesSeason LaunchMaximize awareness and create buzzBrand Auction-Focused View 12.5%budget)TopView 37.5%budget)Mid-SeasonSustain momentum with always-on awarenessTentpole SeasonMaximize awareness and create buzz Campaign Length:3 monthsMeasurement:BLSFrequency:minimum 2x weekCreative:min of 3 uniqu

31、e creatives*Choose the optimal day within your campaign to run TopView!Maintain a consistent presence to keep your brand top-of-mind,engaging fans throughout the season.Media Flight RecommendationsThis Pilot recommendation is directional only.Consult with your TikTok rep for more guidance.*Please no

32、te there are limited availability for these offerings.Please consider complimenting your tentpole spend on other platforms with this offering.*TikTok Internal Data,Jan 2021-Nov 2023 The BLS results as well as any CPM,impressions,and/or reach data should be compared directionally with a clients histo

33、rical campaigns.Actual performance may vary significantly based on product selection,campaign budget,ad quality,and user behavior.Results are NOT guaranteedFOR SPONSORSCampaign Length:3 monthsMeasurement:BLSFrequency:minimum 2x weekCreative:min of 3 unique creativesCampaign Length:3 monthsMeasuremen

34、t:BLSFrequency:minimum 2x weekCreative:min of 3 unique creativesReach&Frequency Top Feed or standard feed 15%budget)Reach&Frequency Standard Feed 15%budget)+Pulse Premiere or Pulse Seasonal Lineup*40%budget)PhasePreheatBuild curiosity and start to gain share of mindBrand Auction-Focused View 30%budg

35、et)PhaseEvent LaunchMaximize awareness and create buzz PhaseSustainSustain momentum with always-on awarenessPhasePreheatBuild curiosity and start to gain share of mindPhaseEvent LaunchMaximize awareness and create buzz PhaseSustainSustain momentum with always-on awarenessReach&Frequency Top Feed or

36、standard feed 15%budget)Reach&Frequency Standard Feed 15%budget)+Pulse Premiere or Pulse Seasonal Lineup*40%budget)Brand Auction-Focused View 30%budget)increase in awareness compared to TikTok Brand Lift Study norms*+8-10%Advertisers who used the product combination of“Reach and Frequency-Top Feed o

37、r Standard Feed,Pulse Premiere or Pulse Seasonal Lineup,and Brand Auction-Focused View during this time have seen:Branding:Season-LongMeasurementSource:TikTok Web Events API Incremental Performance Benefit Analysis,Nov 2022-Feb 2023Combining Events API and Pixel can increase event measurement by 19%

38、19%Advertisers see,on average,a 15%improvement on CPA when using Pixel AND Events API15%Learn MoreFirst things firstEnhance campaign precision withData Connections.Unlock meaningful insights by using tools like Events API and Pixel to optimize,measure,target and enhance your campaigns.Flexible measu

39、rement strategies for any advertiser.Solutions BrandingBeginnerBrand Lift StudyMulti-Cell Brand LiftMedia Mix ModelIntermediateSpecialty Sales LiftMulti-Cell Brand LiftMedia Mix ModelAdvancedMedia Mix ModelMulti-Cell Brand LiftSpecialty Sales Lift Full FunnelBeginnerPost Purchase SurveySplit Testing

40、Attribution AnalyticsIntermediateMulti-touch AttributionSplit TestingUnified Lift(beta)AdvancedUnified Lift(beta)Multi-Cell Conversion LiftMedia Mix ModelUnlocking Creative SolutionsWith endless content choices and the ability to skip,capturing attention is crucial.If your audience isnt engaged,your

41、e missing out on ROI.TikTok provides you with powerful creative tools to transform your campaigns into unforgettable moments,maximizing what we call your Return on Creative.A strong Return on Creative translates into tangible business results.Your Creative Advantage enables you to explore new busine

42、ss models and improve production costs,directly impacting your bottom line.Embrace your Creative Advantage and unlock the full potential of your Return on Creative.Sources:1.TikTok Marketing Science Sports&Fandom Survey via AYTM,US,June 2023.Base:TikTok Users 18+(n=500),TikTok Sports Fans(n=390)2.Ti

43、kTok Marketing Science US Sports Fandom&Events Insight Survey via Suzy,April 2022,TikTok weekly Users Age 18+3.TikTok Marketing Science Global,Custom Olympics Survey via Suzy,January 2023to say they want to see more content like the entertaining ads on TikTok in the future(vs.on other entertaining p

44、latforms)70%TikTok users areMore likelyMake Great CreativeCapture Attention:learn to hook and hold it in a skippable eraPlan for Effectiveness:translate captured attention into desired outcomes.+=Make it EfficientlyOptimize Processes:Streamline your creative process.Monitor Performance:Continuously

45、refine your strategy.Leverage TikTok Creative Solutions:Scale your strategy effectively using TikToks tools.Your Creative AdvantageBreak-through and resonate in a skippable era.Build trust,credibility and recognition.Deliver results through performance,new business models and improved production cos

46、tsUnlocking Creative SolutionsMake Great CreativeCapture attention Value&VarietyDevelop a diverse range of assets to maximize reach.Focus on high-impact moments such as championship games,major tournaments,or milestones.Create dynamic,eye-catching content that resonates with the excitement of the ev

47、ent.Value&VarietyEstablish a library of evergreen content that can be repurposed throughout the season.Maintain a steady stream of content that keeps your brand top-of-mind throughout the season.Plan for regular updates and diverse formats(interviews,live Q&As,highlight reels)to keep the audience en

48、gaged.For TentpoleOwn the Season Plan for effectiveness Compound CreativeLeverage insights to refine messaging and sustain engagement.Build a narrative that maintains interest over time.Plan multiple assets leading up to the event,each building on the last.Utilize countdowns,behind-the-scenes conten

49、t,and real-time engagement,maximizing each moment.Co-OwnershipFoster shared goals and mutual benefits among brands,creators and audiences.Continuously engage your audience,use feedback and insights to shape future content and improve engagement.Engage fans in your content creation processencourage t

50、hem to share their experiences or predictions related to the big event.Unlocking Creative SolutionsMake it EfficientlyLeverage TikTok Creative Exchange partners for fast,scalable video production.Understand campaign performance through Video Insights on Ads Manager.Optimize based on real-time feedba

51、ck to continuously unlock and leverage new insights with each campaign.Enable authentic connections by collaborating with creators who resonate with your brands values on TikTok Ones Creator Marketplace.Explore Creative Center for the latest TikTok Trends.Create content that aligns with audience int

52、erests to foster mutual benefits between your brand,creators,and audiences.Collaborate and brainstorm to refine your ideas with Symphony Assistant.Generate TikTok-ready scripts,discover the latest trends,and ideate new creative ideas.Get inspired by a diverse array of engaging videos and a rich vari

53、ety of content.Value&Variety Create a diverse range of assets,essential for capturing attention.Compound CreativeUnlock and leverage new insights with each campaign.Co-OwnershipBoost returns by fostering shared goals.Generate TikTok videos in minutes with our AI-powered Symphony Creative Studio.Turn

54、 product information or URLs into engaging content,with capabilities like digital avatars for narration and translation for localization.Streamline the creative production process,making asset creation faster and more efficient.Create TikTok-fit ContentSpeed up asset creation with our production too

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57、ient acknowledges that the information contained herein is illustrative only and not licensed for the recipients public distribution.Neither TikTok Inc.nor any of its affiliates,or its or their respective directors,officers,employees,or agents(collectively,TikTok)make any representation or warranty,

58、express or implied,in relation to the accuracy or completeness of the information contained in this document,and accepts no responsibility,obligation,or liability in relation to any of such information.TikTok expressly disclaims any and all liability which may be based on this document and any errors therein or omissions therefrom.TikTok undertakes no obligation or responsibility to update any of the information contained in this document.Past performance does not guarantee or predict future performance.Results may vary.Legal Disclaimer