To answer the question from the title – yes, of course!
Actually, TikTok is more than a phenomenon. It started like that but now it is clear that it is here to stay on a global market.
This was the topic of an interesting panel discussion at Weekend Media Festival – biggest regional Media and Marketing festival. Sofascore’s Chief Marketing Officer, Branimir Karačić was one of the panellists with some insightful findings.
”We started with TikTok in 2021. We have that luck that our playground is global, so we at Sofascore found our place on the market. We use TikTok to acquire new users. It is a little more expensive than other platforms, but it is worth it, it attracts loyal users.”, said Karačić.
Panel also featured Iva Ančić, Head of Brand at A1 Croatia; Ivan Frančešević, Chief Data Officer at SeekandHit Agency; and Ivanka Mabić Gagić, Managing Director at Aleph. Their conclusion is similar – Influencers and private people are viral, but now it is time for brands to onboard and find their place on TikTok. Because TikTok advertising has just become available in Croatia and in the region in August 2024.
Sofascore has been steadily growing its content team in previous years and now it has more than 20 employees producing the content on social media. But Branimir Karačić said the investment was worth it.
‘’We are dealing with the most important secondary thing in the world – sport! Sofascore is a globally leading platform for statistics, even with the Gen Z population. What is interesting – Gen Alpha is even more interested in statistics than in sports. Speaking of TikTok, the most important thing is to stay authentic and not to copy content from other social media. Trends are specific and you have to be visible if you want to succeed. We invested in our video content production equipment, but we are certain it will be worth it.’’, Karačić added.
There is nothing more gratifying than seeing the football players and other sports celebrities sharing your content. Also, an artist from the UK used a couple of Sofascore’s features in his song, without anyone from Sofascore asking him to. And that song has millions of views online.
That is the power of a brand!
Enjoy the song
