The NBA has 3.8 million fans on TikTok – and another 4.9 million on Douyin
As agencies are still trying to figure out their TikTok strategy, one brand has been committed to the short-form video app since the beginning.
The NBA has a team of several employees (the league wouldn’t specify how many) dedicated to the app and posts five to six videos per day to 3.8 million fans. During All-Star Weekend, the NBA garnered more than 44 million views on its TikTok videos, according to the league. More than 3,000 TikTok users submitted their talents to the brand’s hashtag challenge, one of the ad products and organic behaviors on TikTok, where users mimic each other’s videos, typically synced to the same song. NBA shared their own players’ talents like Steph Curry’s dunks, which received 82,000 likes.
“It’s still so new, but the challenges are a big part of the platform. We’re encouraged by the highlights starting to perform well like showing Kyrie’s [Irvings] handles. We want to teach NBA’s fans and new fans who these players are and what makes them special,” said Bob Carney, NBA’s vp of social and digital content.