WWE surpassed 20 million followers on its flagship TikTok account during its most recent quarter, the first sports league to do so, and it's launching three international TikTok accounts after the WWE Español TikTok handle reached nearly 2 million followers in its first year, according to the company.
The online presence of the company is so pervasive that it seeps into the social media posts from some of the world's biggest athletes. Increased sports viewership has put a premium on the value of organizations with a large following and that moves WWE to the front of the line for companies looking to expand into new areas, said Zook, particularly when seeking to reach key demographics willing to spend.
TikTok is expected to overtake Facebook next year as the most-consumed social network among U.S. adults over the age of 18, according to Insider Intelligence. The research firm expects 18-to-24-year-old TikTok users in the U.S. to spend an average of 1 hour on the platform every day this year. The company is also pushing digital programming like a weekly show called “The Bump,” which can be viewed live every Wednesday on all of WWE’s digital and social media platforms.
Rumors of a sale ramped up late last year when WWE founder Vince McMahon returned to the company and took a seat on the board after a short retirement.
Source: News Formal (newsformal.com)
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