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How to use TikTok for sports marketing

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TikTok, although it’s younger than many other social media, has already become a powerhouse platform for marketing, particularly in the realm of sports. With a large user base comprised predominantly of the younger generations – Gen Z and millennials – the potential for audience reach and engagement on this platform is significant. And the key to unlocking this potential? Influencers.


Influencers are content creators with a substantial and engaged following who can sway their audience’s behaviors and preferences. Their authentic and relatable approach to content, paired with their ability to tap into the current trends and moods of their followers, makes them extremely effective marketers, particularly on a platform like TikTok. As such, influencers have become critical to reaching the younger demographics prevalent on TikTok, as these users often resonate more with peer-like influencers than with traditional advertising.

But how exactly can influencers be harnessed for successful sports marketing on TikTok? In this article, the experts from the Famesters influencer marketing agency will help you delve into this topic, exploring how influencers can be effectively used to optimize existing ad content, create engaging TikTok-first creatives, broaden reach via different community groups, amplify the impact of ads, and time content perfectly for key sports moments. Let’s get started!


Generation Z and Millennials comprise a large segment of the TikTok user base. Despite being less likely to be traditional sports fans, they present an opportunity for sports brands to create a new generation of fans using a platform they are passionate about.

Influencers are key players on TikTok, driving trends and having a significant impact on their followers’ behaviours. With their knack for creating engaging and relatable content, influencers have won the trust of millions of followers. They have the power to inspire, motivate, and shape the purchase decisions of their followers.

In fact, 71% of buyers admit that influencer content has some degree of influence over their purchasing choices, with over half, precisely 51%, relying on influencers for suggestions on products. Influencer marketing is no longer a fringe strategy; it’s central to successful marketing on platforms like TikTok.

Influencers are critical in reaching younger demographics on TikTok for several reasons. First, influencers are typically part of the same demographic as their followers. They speak the same language, share similar interests, and understand the unique nuances of their generation.

Second, influencers are not just content creators but also trendsetters. They are on the frontline of emerging trends, often initiating them. Collaborating with influencers allows brands to tap into these trends and align themselves with what’s current and popular.

Lastly, influencers are trusted by their followers. They have built relationships with their audience based on authenticity and relatability. This level of trust means their recommendations and endorsements carry significant weight.


Influencers, having a natural understanding of TikTok’s ecosystem, can aid in transforming your brand’s existing content to be TikTok-friendly. Their input and creativity can enhance the relatability and engagement of the content among TikTok users.

Leverage the expertise of influencers to create engaging content featuring vertical videos, interesting transitions, creative effects, and catchy captions. Influencers, being native to the platform, know how to grab the audience’s attention and increase watch time.

Influencers can also utilize their understanding of current TikTok sounds and trends to shape the content for your sports brand. A trending sound, used creatively by an influencer, can boost content visibility and user engagement.


Original and entertaining content is key to standing out on TikTok. Influencers, being content creators themselves, can provide unique insights and creative inputs to help generate such content.

When collaborating with influencers, it’s important to ensure the content aligns with both the brand’s image and the influencer’s style. This alignment helps to create authentic and relatable content that resonates with TikTok users.

Influencers can effectively incorporate humor into the content, which often drives user engagement and purchase intent. By tapping into this, sports brands can create a relaxed and entertaining environment that encourages user interaction and conversion.


Influencers are bridges to TikTok’s diverse communities or #CommunityToks. They offer sports brands a window into the needs, interests, and language of these communities, facilitating tailored and resonant communication.

When choosing influencers, it’s essential to look beyond mere follower counts and engagement metrics. Sports brands need to select influencers whose values, lifestyle, and content align with their brand and the communities they intend to target. Understanding the influencers’ demographics, reach, authenticity, and how they interact with their followers will help brands build successful, lasting partnerships that genuinely resonate with various communities on TikTok.


The first step in maximizing the impact of your influencer marketing efforts on TikTok is identifying the best-performing content. This is typically the content that generates the most engagement in terms of likes, shares, comments, and views. Once identified, these top-performing pieces can be amplified using TikTok’s advertising platform, helping to extend their reach and impact even further.

Tracking and analyzing performance data is a critical component of any successful influencer marketing strategy. By closely monitoring key performance indicators (KPIs), brands can gain insights into what works and what doesn’t, allowing them to continuously refine their approach. The goal is to find the perfect blend of influencer, content, and audience that maximizes engagement and conversions.

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Influencers play a significant role in maximizing the return on investment (ROI) of TikTok ad campaigns. Their authenticity, creativity, and deep connection with their audience can greatly enhance the effectiveness of ads. By allowing influencers to create authentic organic content and then boosting these campaigns with paid ads, sports brands can get the most bang for their buck, striking a balance between organic reach and targeted advertising.

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Timing is everything in sports, and this applies to marketing as well. Influencer content can have a profound impact when aligned with key sports moments such as pre-game, mid-game, and post-game periods. Pre-game content can build anticipation and excitement, mid-game content can capitalize on key moments, and post-game content can drive conversation and engagement. Each phase offers unique opportunities for interaction and engagement, and influencers can effectively tap into the fans’ emotions and excitement during these times.

Influencers excel at creating real-time content that captures the mood of the moment and sparks engagement. Whether it’s a reaction to a spectacular goal, a controversial decision, or a stunning upset, influencers can create and share content almost instantly, ensuring it’s timely and relevant. By integrating influencers into your real-time marketing strategy, sports brands can create a more engaging and immersive experience for fans, fostering a deeper connection between the brand, the sport, and the fans.


The intersection of sports and social platforms like TikTok offers an unparalleled opportunity for marketing. By understanding the uniqueness of the TikTok platform and its audience, especially Gen Z and Millennials, sports brands can create authentic, engaging, and impactful marketing campaigns.

Influencer marketing, particularly, is a game-changer in this landscape. Influencers serve as a bridge between the brand and its target audience, amplifying the brand message in a way that resonates with viewers. They are critical in adapting sports content to the TikTok ecosystem and creating original, TikTok-first content that stands out. Their ability to reach diverse communities or #CommunityToks can extend a campaign’s reach and influence. By boosting influencer content through ads, brands can maximize their return on investment.

Moreover, leveraging influencers during key sports moments can enhance real-time engagement and make a brand part of the ongoing conversation. Therefore, sports brands that succeed in harnessing the power of influencers in their TikTok marketing strategy can not only drive engagement and sales but also build a loyal fanbase that extends beyond the sports field into the digital realm.

Remember, successful sports marketing on TikTok is not just about pushing content but about becoming part of a dynamic, interactive, and real-time conversation that celebrates the passion for sports. It’s about building communities, creating shared experiences, and fostering a connection that is authentic, entertaining, and, above all, human. 

So, get ready to create your winning TikTok influencer marketing game plan today! Contact the Famesters influencer marketing agency to start now.


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