Platform Mastery Series Volume 1 - TikTok

A new player showing his 5am coffee routine just got 47,000 views. The team's highlight reel from the same week? 1,200 views.

This perfectly sums up what I discovered after analysing sports TikToks last month. I spent way too many hours scrolling through content from the NBA, NFL, NRL, AFL, NBL, rugby union, US college teams, and smaller teams to write my first post in my series and to figure out what's actually working right now.

The results were staggering. Most sports teams are still treating TikTok like it's Instagram. They're posting perfectly edited highlight packages and wondering why they're getting little views while some random university player's morning routine goes bananas.

Here's what I discovered actually moves the needle.