The Super Bowl on TikTok: The Chiefs, 49ers, and NFL's TikTok Playbook
This piece delves into how the Kansas City Chiefs, San Francisco 49ers, and the NFL are engaging with fans on TikTok heading into Super Bowl Weekend.
As the Super Bowl hype intensifies leading into Sunday, the Kansas City Chiefs and San Francisco 49ers are not just battling it out on the field but are also vying for the hearts of fans on TikTok. A deep dive into their social strategies unveils distinct approaches to content, community engagement, and brand collaborations. Do with this information what you will :).
Overview + Highlights
Chiefs' TikTok Videos lead with an average of 975,503 views, significantly outperforming the 49ers' average of 301,448 views.
The Chiefs also dominate in likes, comments, and shares, indicating a highly engaged fan base.
Both teams have a substantial presence on TikTok, with the Chiefs and 49ers posting between 1-2x per day, while the NFL is posting 3-4x per day.
NFL Videos on TikTok show the highest engagement overall, suggesting league-wide content resonates deeply with fans.
Taylor Swift and the NFL: Amplifying Entertainment x NFL to Unlock New Fan Bases
With the Super Bowl just around the corner, TikTok has become a battleground of support, predictions, and fan fervor for the NFL giants: the Kansas City Chiefs and the San Francisco 49ers. A deep dive into TikTok's sentiment and engagement reveals a tale of two passionate fan bases, offering us a playbook to dissect.
Taylor Swift's profound influence on the NFL, highlighted by her connection with Travis Kelce, showcases a dynamic intersection between sports and pop culture, particularly evident on platforms like TikTok. With an impressive total of 1,161 mentions under "taylor swift" and "taylor," Swift's involvement in the NFL narrative significantly enhances its cultural footprint. Her 101 mentions by the NFL itself on the NFL’s TikTok page closely approach the 200 mentions of Travis Kelce and even Tom Brady's 169 mentions, underscoring the strategic engagement of the NFL with entertainment icons to widen its audience appeal. To put this into additional context and as you’ll see below, Rihanna has 43 mentions by the NFL itself and she performed at last year’s halftime show. This synergy between sports and entertainment is not new given the NFL’s Roc Nation partnership but it does show a direct correlation of the entertainment industry and NFL working together to place the sport at the forefront of cultural dialogues in the U.S. By tapping into Swift's massive influence to captivate both sports enthusiasts and pop culture fans. Swift's prominence in NFL discussions underlines her impact while reflecting the league's adeptness in fostering connections that command widespread attention, keeping the sport deeply integrated into broader cultural conversations.
The Rising NFL Female Fan Base
I recognize the spectrum of genders and gender identities but I can only pull female v male audiences.
The rising female fan base in the NFL is seen here with 39% of the 49er TikTok mentions and videos resonating with female audiences and 44% for the Kansas City Chiefs.
My prediction is that as sports betting becomes legalized and embraced by the NFL Team’s themselves, this diverse fan base is only expected to rise.
Kansas City Chiefs on TikTok: At-A-Glance
@Chiefs on TikTok
4.2m Followers
+100.0k (2.4%) since last week
98.1m Likes
+2.0m (2.1%) since last week
653 Videos
+13 (2.0%) since last week
Chiefs Top Videos Emphasis on Star Power and Heartwarming Surprises
Offensive Playmakers Command the Spotlight
Travis Kelce: Dominating the mentions with 2,360, Kelce's influence transcends his on-field performance, making him a pivotal figure in the Chiefs' content strategy on TikTok.
Travis Kelce: 532 mentions
Travis: 1,081 mentions
#traviskelce: 747 mentions
Patrick Mahomes: With 2,511 mentions, Mahomes' role as the quarterback and a key personality is undeniable, reflecting his impact on and off the field.
Mahomes: 1,386 mentions
#patrickmahomes: 834 mentions
#mahomes: 291 mentions
Defensive Anchors and Emerging Names
Chris Jones: Leading the defense in mentions, Jones' presence signals his critical role within the team's defensive strategies.
Spotlight on Secondary: Justin Reid and Nick Bolton highlight the growing interest in the Chiefs' defensive talents.
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Most Viewed: Travis Kelce in the Spotlight, garnering an impressive 5.8 million views and 619k likes, captures a moment of triumph as Travis Kelce celebrates a touchdown during the playoffs into the Superbowl. This video underscores the Chiefs' strategy of spotlighting Travis, demonstrating Kelce's immense popularity and charisma with the 😘 emojis as a “heart throb”. The hashtag #TravisKelce along with #ChiefsKingdom and #NFLPlayoffs not only highlight Kelce's pivotal role in the team but also amplify the Chiefs' standing as Super Bowl champions. The video's viral success on TikTok is a testament to Kelce's influence both on and off the field, engaging fans and reinforcing the Chiefs' brand as a powerhouse in the NFL.
No preview available but the post can be found here: https://www.tiktok.com/@chiefs/photo/7327094363186629919 with the Caption: Witnessing Greatness 13 playoffs wins and counting. #patrickmahomes #nflplayoffs #chiefs
Most Engaged: Patrick Mahomes' Journey through the Playoffs, showcasing a compelling narrative with a 12% engagement rate. By utilizing TikTok's image carousel feature, the Chiefs have masterfully chronicled Patrick Mahomes' significant achievements across 13 playoff victories and counting. This approach not only highlights Mahomes' exceptional talent and the Chiefs' strategic emphasis on their star players but also paints a vivid picture of their storied presence in NFL history. The Chiefs' innovative use of stats and visual storytelling through this carousel serves as an inspiration for other teams looking to deepen fan engagement. As the Chiefs continue to showcase their journey, they remind fans of the greatness that unfolds with each game.
Most Shared: With 4,800 shares, in a heartwarming display of sportsmanship and youth fan love: This video captures Pacheco pausing his stride to sign an autograph for a young fan at the sidelines. The moment is elevated by the young fan's earnest words of encouragement, reminiscent of a coach's pep talk or a father's supportive whisper. This interaction not only highlights the Chiefs' commitment to their young fans but also showcases the profound impact athletes have beyond the field. With its wholesome and touching nature, the video has resonated widely, becoming the most shared, and reminding us of the beautiful connections formed in the realm of sports.
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Father, Daughters, Sons & Family Ties in the NFL
The bond between fathers and sons, and fathers and daughters celebrated through shared experiences at NFL games, stands out as a universal theme across team TikTok pages, including the Los Angeles Rams, previous Super Bowl Champions. These heartwarming videos capture various facets of father-son relationships, from a son taking his dad to his first Rams game to surprises and shared feasts at the stadium. The emotional reactions of dads, whether it's their astonishment at attending a game or their joy in sharing these moments with their sons, underscore the depth of these bonds. Such content resonates with fans for its relatable and touching portrayal of family connections and highlights the NFL's appeal beyond the thrill of the sport, tapping into the sentimental value of shared experiences and memories. These videos serve as a powerful reminder of the ways in which sports can transcend the action on the field, fostering deep, meaningful connections between individuals. More examples of top videos in this theme using the NFL Rams as a reference:
Here’s a few featuring Daughters and Fathers:
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San Francisco 49ers on TikTok: At-A-Glance
@49ers on TikTok
1.7m Followers
+100.0k (6.3%) since last week
24.8m Likes
+900.0k (3.8%) since last week
756 Videos
+17 (2.3%) since last week
49ers: Top Videos Emphasis on Hugs, Puppies & Heartwarming Surprises
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Most Viewed for the 49ers: Puppies, Football, and San Francisco Bay Area Charitable Work
This heartwarming video showcases the 49ers' commitment to community service and the Bay Area Humane Society featuring players holding adorable puppies, It's a touching reminder of the domination of heartwarming surprises within content strategies across platforms, teams and industries.
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Most Engaged for the 49ers (17% Engagement Rate): Player Dynamics and Friendships
Highlighting the strong bonds and camaraderie among the 49ers players, this video captures the essence of teamwork and friendship. With scenes of players sharing hugs and celebrating together, it emphasizes the unity and close-knit relationships within the team. The video also pays homage to "The Bay," reinforcing the team's pride in representing the San Francisco Bay Area and its passionate fan base.
Additional Strategic Playbook Quick Hits:
Keep videos 30 seconds or less
NFL and team mention videos skew slightly longer than the team pages hinting at more storytelling and analysis being done by fans than the teams and NFL itself
For optimal engagement, post 1-2x per day and 3-4x per day leading into major events like games and the Super Bowl
Kansas City Chiefs dominate TikTok mentions across the NFL with a heavy focus on the duo of Travis Kelce and Patrick Mahomes and an entertainment crossover given the dominant mentions of Taylor Swift in relation to Travis Kelce.
Adopt a Dual Strategy with Rivalry-Themed Campaigns: Harness the excitement of the rivalry with inclusive campaigns featuring BOTH teams and players that celebrate the spirit of competition, appealing to the broader NFL fan base.
Diverse Stats & Player Highlights: Highlight deeper stats on players on and off the field. Showcase players across the spectrum, potentially increasing visibility for those less mentioned.
For both teams, collaborating with players to create content that highlights player personalities, friendships and dynamics off the field, as seen with Travis Kelce and (former Chiefs player) Tyreek Hill, can significantly enhance fan engagement.
This applies to public relationships between Travis and Taylor, but keep it tasteful and supportive, please! Articles such as this are driving Tyreek directly into the Chiefs Super Bowl conversation:
Media and Player Focus: Collaborations with @washingtonpost, @espn, @rocnation and mentions of players like @juju and @tyreekhill enhance media synergy and player-centric content.
Geotarget the 49ers Faithful:
The localized hashtag support for the 49ers #FTTB (Faithful To The Bay) offers a prime opportunity for geotargeted campaigns, especially for San Francisco-based businesses.
Brands looking to engage with the 49ers' TikTok audience might consider a strategy that highlights the team's collective achievements and diverse player stories that have not been told yet.
Chiefs Formula:
The Proven Appeal of the Kelce and Mahomes duo: Focus on duo-themed content highlighting their off-field personalities, could be key. Integrating pop culture tie-ins, like the Taylor Swift connection, may further enhance engagement and reach.
Chiefs’ Unified Identity: The #ChiefsKingdom hashtag showcases a strong community identity, indicating an opportunity for brands to engage with content that champions team spirit and unity.
Live Polls or Quizzes: Engage the audience with trivia about the Super Bowl, teams, or players, leveraging platforms like Twitter or Instagram.
Additional Key Terms Analysis:
Crossing Paths with Entertainment
Taylor Swift: With a combined 1,161 mentions under "taylor swift" and "taylor," the conversation likely revolves around her connection with Travis Kelce, showcasing the intersection of sports and pop culture on the platform.
Halftime Buzz: The focus on "Pepsi" and "Halftime" with over 300 mentions collectively emphasizes the Super Bowl halftime show's significant draw among TikTok users.
Usher and Usher Raymond: 23 and 14 mentions respectively, suggesting interest in him perhaps due to musical influence or rumored performances.
Rihanna: 143 mentions, likely reflecting her past Super Bowl halftime performance and general popularity.
Ads: 214 mentions, showcasing discussions or anticipations surrounding Super Bowl commercials, a significant aspect of the event.
TikTok's NFL Showdown: 49ers vs. Chiefs Engagement Dynamics
49ers: Focus on player narratives and create more star power
Wide Player Mention Spectrum: Analysis reveals a broader distribution of mentions among 49ers players, indicating a collective interest that extends beyond individual stars. This diversified attention could be attributed to the team's cohesive performance and fans' connection with a larger roster of players, enhancing the communal spirit around the team.
Strategy Suggestion: Go deeper into player stats and analysis, personalities and relationships on the field.
Strategic Implications for Content Creators and Brands
49ers Approach: Brands looking to engage with the 49ers' TikTok audience might consider a strategy that highlights the team's collective achievements and diverse player stories that have not been told yet. Emphasizing the broader team narrative could resonate with the wide interest observed across the player mentions. Additionally, brands should focus on the San Francisco Bay Area and geopolitical mentions native to the area.
Chiefs Formula: For content related to the Chiefs, focusing on the proven appeal of Kelce and Mahomes, possibly through duo-themed content or highlighting their off-field personalities, could be key. Integrating the Taylor Swift connection also enhances engagement and reach which goes without saying - the Swifties own the internet so be kind or gtfo here!
NFL TikTok Data Insights: How do the teams stack up against the @NFL TikTok Performance and Mentions?
Engagement and Content Performance:
Average Views: 1,407,302 per video
Average Likes: 143,381 per video
Average Comments: 766 per video
Average Shares: 1,984 per video
Average Engagement Rate: 10.14%
Average Duration: Approximately 23 seconds, suggesting that shorter, concise videos form the core of the content strategy.
Content Volume:
Total Videos: 4,752 videos, demonstrating a super high content output.
Average Videos per Day: Roughly 3.76, underlining a consistent and substantial posting frequency.
Insights from @ Mentions Analysis:
Engagement and Content Performance:
Average Views: Approximately 710,198 views per video
Average Likes: Approximately 74,205 likes per video
Average Comments: Roughly 689 comments per video
Average Shares: Around 1,374 shares per video
Average Engagement Rate: 9.90%
Average Duration: About 31 seconds per video
Content Volume:
Total Videos: 5,000 videos, reflecting a sizable content output.
Average Videos per Day: Roughly 3.92 videos, indicating a consistent posting schedule.
Comparative Insights: Compared to videos posted by the @nfl itself, videos mentioning the @nfl have slightly lower average in key engagement metrics like views, likes, shares, and engagement rate. However, it maintains a substantial level of audience interaction, underlining the effectiveness of mentions as a content strategy. The average video duration is slightly longer by about 8 seconds, suggesting that the mentions content could be leveraging more comprehensive storytelling, analysis or stats related to games and players with more detailed features stemming as reaction from the NFL itself.
As Super Bowl Sunday approaches, the digital realm mirrors the physical clash between the Kansas City Chiefs and the San Francisco 49ers, with both teams vying for supremacy not just on the field but also in the hearts and minds of fans on TikTok. The strategic deployment of content, community engagement, and brand collaborations by these NFL giants provides a compelling narrative of two distinct approaches to fan engagement on this burgeoning platform.
The NFL's engagement strategy seamlessly blends the excitement of the game with heartwarming family connections, notably spotlighting brotherly duos such as Jason and Travis Kelce. This approach amplifies the league's appeal, drawing fans into the personal lives and familial bonds of their favorite athletes, adding a layer of relatability to the spectacle of sports.
The Chiefs' content strategy benefits from focusing on high-profile players like Kelce and Mahomes, whose off-field personalities are as engaging as their on-field performances. In addition, the Chiefs are benefitting from the entertainment x NFL crossover this year with Travis’s relationship to Taylor Swift. NFL fans have always mobilized around entertainers of their Pepsi Halftime Show as seen in the significant mentions of Rihanna given her past halftime performance.