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How TikTok and Twitter are battling for World Cup brands

FIFA has been active on TikTok on its own, especially around the last Men’s World Cup, just last year. For the women’s tourney, in Australia and New Zealand, FIFA plans to post behind-the-scenes videos and interviews with players, and boost World Cup creators. TikTok has been going for an ever-increasing share of sports conversation, which is an attractive segment for brands.

In the announcement, a TikTok rep said that hashtags around the Women’s World Cup—including trends such as #FIFAWorldCup—have garnered 38.2 billion views so far. That does include all FIFA chatter, however, including from last year’s tournament. Still, there is no denying that TikTok is a place where players and fans are creating videos in anticipation of the event.

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