While it is no surprise Gen-Z have a shorter attention-span, the capability of social media allows for full-time events to be condensed into "clippable" content allowing users to engage with a larger variety of games. Additionally, the optimization of vertical viewing on TikTok; intended to attract a more youthful audience, keeps Gen-Z fans involved in the events.
Notably, an advantage to sport support via TikTok is that the short-form content that highlights a great dunk, a penalty shootout or standout game commentary, gains immediate traction thus prolonging the existence of the game further beyond its initial live broadcasting.
Through the accessibility of social media, Gen-Z often form online relationships with athletes via TikTok; This was demonstrated from a recent conference with Rollo Goldstaub -The TikTok Global Head of Sports Partnerships- discussed that at the Olympics:
“Athletes are now the number one creator at the Olympic Games.”
Even more, the British gold-medal diver Tom Daley established social media has become a primary aspect to being an athlete. The personalisation of athletes through social media closes the gap between the professionalism of being an athlete to being a real person. Therefore, TikTok offers the opportunity to humanise their day-to-day lives and portray their authentic, relatable selves.
It is imperative that belonging to a fandom for Gen-Z incorporates a social, community-driven conversation that extends beyond any pitch or pool and into wider cultural discussions. The fans are active creators, re-editing the games, curating memes, and utilizing hashtags; This becomes an influential power-drive of fan support.
Without any doubt, partaking in sport culture such as going to games, purchasing merchandise, and subscribing to sport channels is an expensive hobby to maintain. Whereas social media provides a free experience for fans to involve themselves in the sport from the comfort of their screens. This further pushes the sense of community that is built through comment sections globally.
Through ‘For You Pages’ and algorithms, TikTok is not just a space for sport superfans instead it is accessible by everybody... for anybody.