Los Angeles Chargers TikTok
The 7th Annual Awards
- Best TikTok Presence
ABOUT THIS ENTRY
The Chargers' social media strategy blends team passion with playful charisma, making the brand a benchmark for NFL digital engagement. Rather than catering to a single fan type, their approach embraces all levels of engagement—offering everything from behind-the-scenes football insights to viral, personality-driven moments—turning casual viewers into invested fans and redefining what it means to be a modern sports fan.
How does this represent "Excellence in Engagement"?
The Chargers Tiktok proved that fan growth isn’t limited to football fans— there are countless potential fans who may not have even realized they love football yet. Our content strategy expands beyond the traditional sports audience, creating videos for both the die-hard fans and casual viewers.
Our top video of the year exemplifies this, attracting a largely female and younger audience— two demographics often overlooked in sports marketing. The success here revealed a crucial industry shift: engagement isn’t limited to catering to existing fans but instead, creating new ones.
On TikTok, the algorithm is deeply personal, limiting content to football-specific themes restricts audience growth. Our approach moves the industry forward by embracing a broader perspective— creating content for _anyone_ who could become a fan.
Objective
Across our social media platforms, the Chargers brand has become instantly recognizable and a benchmark for digital engagement in the NFL. Driven by a distinctive voice that blends team passion with playful charisma. However, as we looked to expand our audience, we saw an opportunity to connect with younger fans and women—groups that may not have deep NFL affiliations yet but could find a home with the Bolts.
TikTok has been a key platform in this effort, offering a dynamic, behind-the-scenes look into our world. It allows new and existing fans to engage with the team in a way that feels exclusive, entertaining, and authentic—giving them a reason to follow our journey and become part of the Chargers community. With a new coach and a wave of new players this season, we also prioritized content that familiarized fans with these fresh faces, helping them build connections with the team beyond just gameday.
Strategy & Execution
The modern sports fan spans all demographics, interests, and levels of engagement. Rather than catering to one specific type of fan, the Chargers TikTok strategy was built to attract and engage a broad audience by offering content that meets fans where they are.
For the traditional football fan, we provide in-depth equipment videos that provide insights into day-to-day football operations. For newer fans just getting to know the team, tiny mic style videos are essential in making players more relatable and accessible. A key focus was introducing our new, young roster to the world, turning casual viewers into invested fans by showcasing their personalities.
By prioritizing “Share of Voice” content and creating viral moments—like Calling Players by Their Government Names—we highlight player individuality in a way that resonates beyond football. These videos aren’t just for existing fans; they actively create new ones.
Instead of boxing fans into categories, we take the approach that our content creates the modern sports fan. By making the team feel personal, relatable, and entertaining, we’ve expanded the Chargers’ reach, ensuring that anyone, regardless of their sports knowledge, can find a reason to engage.
Organizations
- Los Angeles Chargers
Links
Credits
Jason Lavine
Senior Vice President - Brand Creative & Content
Los Angeles Chargers
Megan Julian
Senior Director - Digital & Social Media
Los Angeles Chargers
Allie Raymond
Director - Organic Social Media
Los Angeles Chargers
Lorren Walker
Programming Manager - Organic Social Media
Los Angeles Chargers
Jaemin Cho
Senior Vertical Video Coordinator - Organic Social Media
Los Angeles Chargers
Hannah Johnson
Coordinator - Organic Social Media
Los Angeles Chargers
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
