‘A clear growth area’: TikTok on the opportunity of women’s sport
Female athletes posting on TikTok have more engagement than their male counterparts, as the platform ups its focus on women’s sport.
By Molly Innes
TikTok is looking to position itself as a hub for women’s sport content, from brands investing in women’s sport to the profile of athletes on the platform.
Women’s sport has made huge strides in the last decade in terms of visibility and investment, however, just 6% of prime time UK sporting broadcast slots were dedicated to it. When coupled with the fact that only 2% of press mentions last year were focused solely on women’s sport, it highlights just how much ground is still to be covered.
Enter: TikTok. The Women’s Sport Trust notes there has been “major growth” in TikTok engagement for women’s sport in the past year, at a time when other growth metrics, like broadcast viewing, “are beginning to slow”.
