{"id":15893,"date":"2022-05-03T17:53:31","date_gmt":"2022-05-03T15:53:31","guid":{"rendered":"https:\/\/cienciagandia.webs.upv.es\/?p=15893"},"modified":"2022-05-03T18:12:09","modified_gmt":"2022-05-03T16:12:09","slug":"tiktok-and-the-spanish-football-clubs","status":"publish","type":"post","link":"https:\/\/cienciagandia.webs.upv.es\/en\/2022\/05\/tiktok-and-the-spanish-football-clubs\/","title":{"rendered":"TikTok and the Spanish Football Clubs"},"content":{"rendered":"

TikTok<\/strong> established itself as the sixth most used social network in the world at the end of 2020, being the most downloaded app that same year due to the COVID-19 confinements. This social network caters to young audiences, accustomed to taking in large quantities of information. TikTok is a video-focused social networking service that hosts a variety of creative short-form user videos in vertical format.<\/p>\n

For this reason, many content creators have seen opportunities to reach new audiences with this social network. It comes as no surprise that the football clubs of La Liga Santander have also joined the TikTok bandwagon.<\/p>\n

Pavel Sidorenko<\/strong><\/a> from the International University of La Rioja, alongside Nadia Alonso<\/strong><\/a> and Ra\u00fal Terol<\/strong><\/a>, communication researchers from Campus Gandia<\/a> of the Universitat Polit\u00e8cnica de Val\u00e8ncia (UPV)<\/a>, have analyzed the presence of football clubs on TikTok during the 2020\/2021 season<\/strong>. Specifically, they wanted to identify topics or content they chose to share on the social network and whether they were focused on advertising, sharing anecdotes or entertaining their community.<\/p>\n

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It is evident that football content has had a meteoric rise on TikTok since the the COVID-19 lockdowns, when all the clubs opened profiles on the social network and continue to post frequently today. In their analysis, Sidorenko, Alonso and Terol have observed how the clubs have adapted to the new storytelling style of this platform<\/strong>, far removed from other basic social networks like Instagram or Twitter, sharing more informal and fun content on TikTok. But this does not mean that the clubs have the same posting frequency. Regarding this, they highlight how Villareal CF, Levante UD, Sevilla FC or SD Huesca decreased their activity considerably.<\/strong><\/p>\n