Paris Saint-Germain: utilizing TikTok to grow a football fan base of 25.4 million

The objective

Paris Saint-Germain (PSG) is a professional football club based in Paris, France. They compete in Ligue 1, the top division of French football, and have won over 40 official honors, including ten league titles and one major European trophy. PSG wanted a way to get closer to their fans and reach a younger audience.

The solution

In July 2019, PSG launched their TikTok account to reach the platform’s wide user base. The club creates content around the most popular TikTok trends, including audio and hashtags. TikTok also provides PSG with a deeper look at their audiences. They can identify local trends in a variety of countries where their followers are and create relevant content for each specific region. For example, when they posted a video using a Korean song, they received dozens of comments from a Korean audience.

Using Emplifi’s TikTok integration, PSG can analyze the performance of their content, see viewers’ origins, and guide their content creation efforts based on what resonates the most with their different audiences. PSG can compare how their content performed in the past and how well it’s doing now. The ability for PSG to see their top-performing content has also helped them make their content more engaging. Emplifi also offers a labeling feature that allows users to categorize all of their content. Using these insights, PSG can plan future campaigns that will connect with their audience.

The results

PSG was the first football club to reach 10 million followers on TikTok and with over 25.4 million followers is the biggest sports organization on the platform as of March 2022. PSG has seen success with their humorous player-related videos and behind-the-scenes content from their training ground. For example, a video they posted of a player giving a fan a jersey following a match had over 14 million views and received 1.6 million likes.

By continuing to improve, create, and innovate, PSG can build upon their relationships with a wider fanbase. As a result, they can create supporters for their team and cultivate relationships with fans to whom they would not typically have access, which can potentially lead to increased ticket sales and apparel sales.

Moving forward, PSG plans to use Emplifi’s labeling feature to generate ideas for future content.

"As early adopters of TikTok, we’ve seen huge success in building a loyal fanbase and cultivating relationships with new, younger fans around the world. With the growth we’ve achieved on the platform, it’s a no-brainer that we need to continue to dedicate resources to our TikTok account. This direct channel has allowed us to deepen relationships with our existing fans and connect with young fans in new regions. With Emplifi, we’ve been able to track our success on the platform and we look forward to leveraging it to continue to create innovative and engaging content moving forward." - Anthony Baca - Deputy Digital Director - Paris Saint-Germain

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