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How TikTok Is Growing the MLB One Post at a Time
TikTok has become a powerful platform for discovery and conversation in the sports world, with 29% of users reporting they became more interested in a sport after watching content about it on the app. This trend is especially evident in the baseball community, where users have an appetite for snackable, current content that can be easily shared.
The Boston Red Sox, for instance, recently posted a video asking team members about their favorite movies (spoiler: Shawshank Redemption was the top choice), which garnered 1.2 million views. This level of engagement is not limited to just one post; it requires a well-thought-out strategy to leverage the app’s unique features and audience preferences.
To tap into this fandom, publishers should follow these tips for defining their TikTok posting strategy throughout the season:
1. **Swing Before the First Pitch**: Create excitement by posting content in the lead-up to games. Use exclusive spring training footage to introduce star players and their storylines. Share fan-favorite moments from past seasons to generate nostalgia. Conduct polls and Q&A sessions about season predictions, fostering discussions that drive engagement.
Utilize sports influencers, analysts, and team insiders to provide expert insights and give fans a taste of what to expect from each game. This type of content keeps users engaged during the off-season and builds anticipation for opening day.
2. **Celebrate The Highlights with Real-Time Conversation**: TikTok’s fast-paced nature demands instant highlights, along with quality takes and real-time fan reactions that respond to the pace of the game. Post high-quality videos showcasing buzzer-beaters, walk-off moments, and tune-in-quick plays after key events occur.
While perfection is not necessary, aim for engaging content that encourages interactions through direct messages and reposts. By leveraging these features, there’s immense potential for reach.
3. **Keep Them Engaged After The Final Out**: Maintain the momentum by spotlighting viral moments, breakout performances, and meme-worthy reactions. Follow up on big wins and unexpected highlights after games are finished.
To conclude, keep viewers engaged by sharing upcoming events and building anticipation for future matches.
Source: https://www.forbes.com/sites/tiktok/2025/04/09/how-tiktok-is-growing-the-mlb-one-post-at-a-time/
