@NBA TikTok
The 6th Annual Awards
- TikTok Presence
ABOUT THIS ENTRY
With over 21 million followers, @NBA TikTok account has harnessed the power of digital connectivity to create an engaging and dynamic presence through three captivating forms of longform content: Fantastic Finishes, Power Performances and Player Duels. Leveraging the platform's unique features, the NBA sustains audience engagement, creating a visually captivating and immersive experience for basketball fans on the platform, while elevating the way in which the game is consumed.
How does this represent “Excellence in Engagement”?
Our commitment to adapting to platform changes - including 1+ minute content - not only pushes our content creation forward, but pushes the industry forward. With the short attention span of a modern day fan and consumer, we are able to find ways to keep them engaged throughout longer-form video on a traditionally shortform platform. We found a way to tell the story of our game in an innovative way that is specific to the TikTok platform. @NBA’s impact continues to grow, and since we have started to implement these longform elements, we have been able to bring the game of basketball worldwide.
Objective
Fueled by the recognition of TikTok's preference for short-form content, our primary goal was to captivate and sustain the audience's attention on a platform known for its brevity. With a platform shift towards longer-form content, we focused on how we could adapt to this change. Heading into the 2023-24 NBA season, TikTok published statistics about how users were consuming more videos that were longer than one minute. Because of that, we looked at how we could transform our content offering on @NBA TikTok. Our desire was to seamlessly translate highlights and player recaps into longform content that would feel native to the TikTok platform. To make this happen, we came up with three main categories and playlists to highlight our long-form content: Fantastic Finishes, Power Performances and Player Duels.
Strategy & Execution
Tailored for modern sports fans, our strategy condensed player highlights and game-ending moments into longform TikTok videos. We aimed to swiftly capture viewer interest in a format that aligns with the platform's fast-paced nature. When something significant happens in a game, fans have plenty of options at their disposal so we created Fantastic Finishes, Power Performances and Player Duels to meet their needs and deliver the type of content that most resonates with them. In Fantastic Finishes, nail-biting conclusions are accentuated with on-screen text that tracks the score until completion, providing context and intensifying the excitement. Power Performances showcase players' exceptional skills, tracking all points, 3-pointers and blocks with text. Player Duels leverage on-screen text to showcase amazing player battles as they trade buckets back-and-forth. In these videos, we utilize platform native tools to assist in keeping fans engaged. @NBA employs strategic text-on-video and vibrant stickers to enhance the viewer experience. This thoughtful integration of text and content ensures that the NBA sustains audience engagement, creating a visually captivating and immersive experience for basketball fans on the platform.
Organizations
- NBA
Links
Credits
Willie Brown
Manager, Vertical Platforms
NBA
Mesha Mosley
Associate Manager, Vertical Platforms
NBA
Lauren Yelner
Project Employee, Social Content
NBA
Laur DeMartino
Project Employee, Social Content
NBA
Sole Ortiz-Ruiz
Project Employee, Social Content
NBA
Ashley Atwell
Associate Vice President, Social and Emerging Media Lead
Justin D'Apolito
Director, Social Content Lead
NBA
Carly Nevis
Manager, DTC and Vertical Content Creation
NBA
Jenny Fischer
Manager, On-site Content Creation Lead
NBA
Adam Brody
Manager, Social and Digital Content Creation
NBA
Anthony Ottomano
Manager, Social and Digital Content Creation
NBA
Bob Carney
Senior Vice President, Social and Digital Content
NBA
Maggie O’Rourke
Director, New Media Content Partnerships
NBA
Kevin Esteves
Vice President, Digital Strategy and Analytics
NBA
Yisel Taveras
Manager, Digital Content Analyst
Jake Freeman
Senior Manager, Social Content - Content Planning
NBA
Alexa O'Neil
Project Employee, Social Content
NBA
Victoria Guerrero
Project Employee, Social Content
NBA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
