Today, Friday, June 11, Euro 2020 starts this year will not only be the field of the European domestic football clash, but also to two giants of social media: Instagram and TikTok. A challenge to win the attention of the youngest, but not solo. when the terrain is favorable to the service of photos and family videos Facebook that is used monthly by over 1 billion of person, but Chinese l’app, run by ByteDance , has managed to become a Global Sponsor of the tournament, this is a way to tap into all of the content of the games and to stimulate new in a community of over 732 million people (Italy 12.5 million).
The strategy TikTok will implement for the occasion is very layered and based on a shared passion already spontaneously through video Brevi. Globally, the football content exceeded 185 billion views and only hashtag # Football has generated 4 , 5 billion of visualizations.
The first initiative is that all those who are searching for “euro 2020” app will have access to a dedicated sporting event page with the latest news, videos and the latest addition trend. the Effects section were put have a series of filters actually increased from # EuroTrophyTour taped while digitally raises the cup, # DivisaVirtuale to dress the colors of their national, up to # EqualGame to raise awareness against racism and promote equality In football. Dato che another passione ofi young people è la music, the company ha engaged David Beckham To announce che Ed SheeranOn June 25 to 22, will hold a special concert by the home stadium, the Portman Road Ipswich Town live stream on TikTok. Online initiatives will also be supported by a football tournament in Rome, Piazza del Popolo, che arà inaugurated dagli ex campioni del mondo Materazzi e Zambrotta.
The deployment of forces of the Chinese company is impressive because it must be able to recover a large gap with the main app rival that has copied the format of short videos, or risk losing his influencer more importanti. Yes, because today to win over large numbers of subscribers is necessary to convince the most popular characters to produce content for their piattaforma. How? by giving them opportunities of visibility and / or guadagno. Among the categories to court there are players that catalyze ‘attention of milioni di users ofi social media. Solo Ronaldo ne involge abirca 300 milioni on Instagram.
Among the top champions who will be deployed during Euro 2020 no one can do without a garrison on Instagram, but only a few have opened a profile on TikTok. These include the German Toni Kroos, the Polish Lewandowski, english Sterling and Portuguese Felix. the Italian situation is not very diversa. the 26 man squad, everyone is on Instagram and only 5 have TikTok (source: Buzzoole). Verratti, Bonucci and Chiellini lead the way the most followed on the company of your photos and videos while Florenzi is what I managed to accumulate the greatest number of followers, just over 50,000, the app Brevi. video
Even the coach Mancini has fetched the opening of an account on TikTok. Perhaps many are still intimidated by a format that requires a certain amount of creativity and sfrontatezza. After this powerful marketing operation something could change, but it will not be enough . We will assist ad initiatives similar in other sectors because company Chinese è determined a reach ambitious in other sectors because company Chinese è determined a reach ambitious in other individual