The influencer World Cup: Fifa and the TikTok deal targeting an avalanche of posts

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FrostNestX

FIFA's latest foray into social media could potentially change the game for sports organizations looking to tap into the influencer economy. In a bold move, the international governing body of football has partnered with TikTok, granting digital creators front-row seats at the upcoming World Cup.

This partnership promises to bring fans "closer to the action in ways they can't get anywhere else," according to James Stafford, global head of content for TikTok. As part of this deal, FIFA will give online personalities behind-the-scenes access, provide them with archive and highlights footage to use in their content, and request a significant number of posts that will make the World Cup an omnipresent force on the platform.

FIFA's decision to team up with TikTok comes as no surprise. The rise of social media influencers has become increasingly crucial for consumer businesses, including sports organizations. The NFL, for instance, has integrated creators into its coverage of the Super Bowl since the turn of the decade.

However, it is worth noting that the full potential of the creator economy is still being explored by sports organizations. Last summer, Dazn built a creator network for FIFA's Club World Cup, enlisting up to 50 digital creators to produce content around the tournament. This campaign yielded impressive results, with more than 500,000 fans signing up for the service and 90% of viewers taking "at least one off-platform action" after watching sports content on Dazn.

FIFA's creator platform is designed to achieve similar objectives, such as directing new viewers to its match coverage. However, the potential uses for this platform extend far beyond that. It could serve as a new revenue stream, with FIFA taking a cut from advertising revenue generated on TikTok. Alternatively, it might provide an opportunity for expanding sponsorship deals and establishing relationships with tech giants like TikTok.

The partnership also raises questions about the impact of creators in shaping the way the World Cup is discussed. By keeping sports organizers in the conversation, they can drum up enthusiasm and keep discussion away from potentially contentious topics. Creators offer a unique advantage in terms of efficiency and effectiveness, as they can reach audiences with a defined message.

While François Godard of Enders Analysis notes that viewership of traditional TV among the 16-to-34 age group has collapsed over the past decade, sports remains an exception to this trend. Nevertheless, he is skeptical about whether creators alone can drive audience growth for sports.

As tensions over broadcast rights continue, it seems likely that FIFA's creator platform will play a pivotal role in shaping the future of sports media.
 
I dont get why sports orgs need all these social media stars to do their thing 🤔. Like, cant they just make content themselves or partner with actual sports stars? This TikTok deal seems like a fancy way to pay some popular creators to promote the World Cup and FIFA's brand... not that I have anything against them, but its just weird 💸.
 
the fact that fifa is teaming up with tiktok is kinda mind blown 🤯 like, who knew they'd be on tiktok in the first place? but seriously though, this partnership could lead to some wild stuff - think creators making world cup highlights and giving fans an even more immersive experience 📹. and let's not forget about all the potential revenue streams for fifa 🤑. one thing that is a bit concerning though is how much control fifa will have over what gets posted on tiktok... do they really want to limit the creators' freedom or are they just trying to maintain some level of quality control? 🤔 another thought - with more and more sports organizations jumping on the influencer train, it's gonna get harder for them to stand out from the crowd 📣.
 
I'm loving this collab between FIFA and TikTok! 🤩 It's about time sports orgs tap into the influencer economy. I mean, who doesn't want to get up close and personal with their fave footballers? 😎 The potential for behind-the-scenes content is huge, and it'll definitely give fans a more immersive experience. And let's be real, those creators are already making millions off sports content - can you imagine if FIFA gets in on the action too? 💸 It's all about building that brand awareness and driving engagement, am I right? 📈 The NFL has been doing this for ages, and now it's FIFA's turn. Bring it on! 👏
 
omg i dont get why they are partnering with tiktok lol like isnt fifa just gonna be bombarded with requests from all these influencers asking for content access? 🤯 and what about the quality of their content? can we really trust that its gonna be good?

and isnt this just another way for fifa to make money off of the world cup? like they already have ads and sponsorships and now they wanna get in on the influencer game too? 😂 i mean idk, maybe it'll work but im skeptical

but hey at least the creators are gonna get behind-the-scenes access which is kinda cool 🎬. that would be awesome to see them make content around the world cup. but shucks id rather watch the actual games than all the tiktok vids 🏈
 
I think its great that FIFA is getting in on the social media influencer game 🤝, especially with TikTok being such a huge platform right now. As someone who's been around for a bit, I've seen how sports has struggled to adapt to changing viewer habits, but this partnership could be a real game-changer for fans.

It makes sense that FIFA would want to tap into the influencer economy, though - the NFL is already doing it and they've had some success 🏈. But what really interests me is how this partnership could change the way we experience live sports. With creators having access to behind-the-scenes footage and all that jazz, I think we might see a more immersive experience for fans.

Of course, there are questions about whether this will just be another ad-fueled cash-grab or if it'll actually help drive interest in the World Cup. But one thing's for sure - with the rise of social media, sports organizations need to get on board or risk getting left behind 📺.
 
Ugh, another example of how social media influencers are getting an unfair advantage 🙄. I mean, what's wrong with traditional journalism or even just watching the game itself? Do we really need to be spoon-fed every little detail by some TikTok "creator"? And don't even get me started on the money - FIFA is basically giving up a chunk of ad revenue to these creators, which will only drive up costs for the platform... 🤑
 
I'm low-key excited about this new partnership between FIFA and TikTok 🤩! It's clear that social media influencers are going to be super important for sports organizations looking to reach younger fans and create buzz around events. I mean, who wouldn't want to get exclusive access to behind-the-scenes content and archive footage from the World Cup? 😎

I think it's also a smart move by FIFA to explore new revenue streams, like taking a cut from ad revenue on TikTok. It's not like they're going to be swimming in cash or anything, but every little bit counts 🤑.

At the same time, I'm curious to see how this platform is going to work out in practice. Will it really help drive audience growth for sports? That's still up in the air, but I think it's definitely worth a shot. After all, if the NFL can make it work with their creator network, why not FIFA? 🤔
 
I'm kinda low-key curious about this TikTok partnership with FIFA... 🤔 Like, what's the goal here? Is it just to get more eyeballs on the World Cup or is there actual substance behind it? I mean, we all know how fleeting trends go in the influencer world. Last year's craze was like, yesterday's news today. Can they really make this work for a global event like the World Cup? And what about the creators themselves? Are they just getting paid to promote FIFA or is there some real value exchange happening? I'm not hating on the idea of creators doing their thing, but we need to keep it in perspective and not get too caught up in the hype. 💸
 
I'm loving this move by FIFA! 🙌 They're finally jumping on the TikTok train and realizing that creators are where it's at. It's about time they saw the value in partnering with digital influencers who can actually connect with fans on a more personal level. And let's be real, having those creators behind-the-scenes at the World Cup is gonna give us some sick content! 🤯 I mean, who doesn't want to see what goes down when they're not watching on TV? It's genius marketing and I'm all about it.
 
🤔 I'm kinda stoked about this partnership between FIFA and TikTok! It's like, totally on point for them to tap into the influencer economy, especially with all the young folks glued to their screens 📱. This could be a game-changer for sports orgs looking to reach new audiences, you know? And I gotta say, it's pretty cool that FIFA is giving digital creators all-access passes to the World Cup 🏆.

I'm also loving the fact that this partnership is all about efficiency and effectiveness - those creators can spread their message like wildfire 🔥. Plus, with TikTok being such a massive platform now, it's easy to see how this could become a whole new revenue stream for FIFA 💸.

But, you know, I do think there are some concerns here... like what happens if the creators start shaping the narrative around the World Cup in ways that might not be super wholesome 😒. And is FIFA just trying to control the conversation or are they genuinely interested in tapping into the creator economy? 🤷‍♂️ Either way, this partnership has got all the makings of something epic! 💥
 
I'm loving this new collab between FIFA and TikTok 🤩! As someone who's all about staying active and mindful, I think it's genius to bring creators into the mix for the World Cup. Not only can they give fans an exclusive behind-the-scenes look at the games, but also help drive conversation around the sport. And let's be real, if we're gonna talk about sports, we gotta talk about social media 📱! But seriously, I'm curious to see how this partnership will impact the influencer economy and what kind of content creators get to be a part of it. Maybe it'll even inspire some new wellness initiatives centered around sports and fitness? 🏋️‍♀️💖
 
🤔 So I'm thinking, if FIFA gets its act together and uses TikTok right, they could be onto something big 🤑. Like, imagine being able to get your message out to people who actually care about football in a way that feels super organic and authentic 💬. And it's not just about the World Cup - this could be a game-changer for sports orgs looking to tap into the influencer economy 📈.

But at the same time, I'm a bit skeptical about whether creators can really drive audience growth for sports on their own 🤷‍♂️. I mean, sure, they're good at getting people excited and whatnot, but if you don't have any solid content to back it up, it's all just a bunch of hype 📺.

Still, I think the potential uses for this platform are pretty vast 🌐. Like, imagine being able to monetize that content with ads and sponsorships - it could be a whole new ball game 💸. And who knows, maybe we'll see some sports orgs start to take notice of what creators can do and try to replicate the success of Dazn's creator network 📊.

One thing for sure is that FIFA needs to keep an eye on its audience and make sure they're not getting too caught up in the hype 💥. But if done right, this partnership could be a real winner 🏆!
 
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