Imagine this: you’re the social media manager for a sports team. You’ve spent months mastering TikTok—nailing viral trends, cranking out memes, and building a community of superfans who live and breathe your content. Then one morning, you wake up, and it’s gone. Poof. No app, no audience, no safety net. Just a ghost of a platform where millions once gathered to swipe, like, and share.

For a lot of teams, this isn’t some abstract “what if.” The chatter about TikTok’s future is real, and the lesson is crystal clear: if your fan engagement strategy leans too heavily on one platform, you’re playing with fire. Sports marketing is a contact sport, and platforms like TikTok—while brilliant—can vanish quicker than a hot prospect’s rookie contract.

So, what’s the game plan? How do teams prepare for a world without TikTok? How do you sell tickets, build fan loyalty, and keep the energy alive when the most dynamic tool in your playbook might disappear?

Play Like a Champion: Diversify Your Platforms

First, if you’re only showing up on TikTok, you’re late to practice. Fans live everywhere—Instagram Reels, YouTube Shorts, Snapchat Spotlight, even good ol’ Twitter (or X, if you’re into the rebrand thing). The trick? Be everywhere they are. Short-form video isn’t unique to TikTok anymore; it’s just a format. Get your TikTok hits cross-posted, and don’t rely on just one field to play on.

Long-Form Content Is Your Backup QB

If TikTok was your starting quarterback, it’s time to develop depth. That means podcasts, YouTube mini-docs, and behind-the-scenes team features. Sure, short videos are great for attention spans shorter than a free throw, but long-form content builds loyalty. Fans don’t just want the highlights—they want the stories behind the stats. They want to know the rookie who made it against the odds, the coach who never stops tinkering, the player who’s more than just their stat line.

Your Website and App Are the Home Court

You don’t own TikTok. You don’t own Instagram. You sure as hell don’t own YouTube. But you do own your website and your app. That’s where the diehard fans should live. If you’re not investing in a killer website experience—one where buying tickets is easier than ordering takeout—you’re setting yourself up for a losing season. Same goes for a team app. Think live updates, exclusive content, and one-click ticket purchasing.

Engage Like It’s Game 7

Your fans aren’t just followers—they’re your lifeline. Start treating them like it. Launch Discord servers, exclusive Facebook Groups, or live YouTube streams where fans feel like they’re part of the action. Build a community, not just a follower count. And don’t be afraid to gamify the experience. Rewards programs, challenges, exclusive early-bird ticket access—these are the kinds of things fans will rally around.

The Influencer Assist

Here’s the reality: your athletes and influencers are your best marketers. They already have followers spread across every platform imaginable. When TikTok dies (or if it doesn’t), lean into them. Let them carry the content torch. Athlete-led vlogs, behind-the-scenes training clips, fan Q&As—these are gold.

Think Local, Act Global

Finally, don’t forget where you came from. Your local community is still your core audience. Partner with local businesses, host events, and engage fans IRL (remember that?). At the same time, think beyond your zip code. Build campaigns that can scale and resonate with fans across the globe.

TikTok’s Future Doesn’t Define Yours

Here’s the bottom line: TikTok might be here today, gone tomorrow, but sports fandom isn’t going anywhere. The teams that win this game are the ones that adapt, pivot, and never put all their eggs in one basket. Platforms will come and go, but the passion of a fanbase? That’s eternal.

If TikTok disappears, it’ll sting. But for the smart teams, the ones thinking three moves ahead, it’s just another challenge. And if there’s one thing we know about sports, it’s this: challenges are where legends are made.

So, what’s your next move?

By: Lauren Oliver & Ryan Clark & Chet

The Super Bowl, the annual spectacle that brings together football fans, lovers of commercials and, for the first time ever, Swifties, has long been synonymous with extravagant ads and advertising budgets. Traditionally, brands have invested hefty sums to secure coveted spots during the game’s commercial breaks. This year spots are going for ~ $7MM for a 30-second ad according to AdAge. However, in the digital age, a strategic shift is changing the spending paradigm. Enter Connected TV (CTV) and Over-The-Top (OTT) advertising – the game-changers in cost-efficient Super Bowl ad campaigns.

The Evolution of Super Bowl Advertising:

Super Bowl commercials have become an integral part of the event, with advertisers vying for viewers’ attention during breaks in the game. Historically, television was the primary medium for these ads. However, as consumer behavior evolves, advertisers are seeking innovative ways to reach their target audience without breaking the bank.

Connected TV (CTV) and Over-The-Top (OTT) platforms are at the forefront of this evolution. CTV refers to television sets connected to the internet, while OTT delivers content via the internet, bypassing traditional cable or satellite services. Leveraging these platforms can provide a cost-effective alternative for brands looking to make a splash during the Super Bowl without the jaw-dropping price tag.

Why CTV and OTT?

Targeted Advertising:

• CTV and OTT platforms allow advertisers to target specific demographics, interests, and behaviors, ensuring that their message reaches the right audience. Unlike traditional TV ads, which are broadcasted to a broad audience, CTV and OTT enable brands to tailor their campaigns for maximum impact.

Reduced Costs:

• Super Bowl ad slots on traditional television can be astronomically expensive. In contrast, CTV and OTT advertising often come at a fraction of the cost. This cost-effectiveness allows brands to allocate their budgets more efficiently and potentially reach a larger audience through extended campaign durations.

Flexible Ad Lengths:

• Unlike the rigid time constraints of traditional Super Bowl ad slots, CTV and OTT platforms offer flexibility in ad lengths. Brands can create engaging and impactful content without being bound to the constraints of a 30-second spot. This flexibility can enhance storytelling and brand narrative.

Interactive Engagement:

• CTV and OTT ads can be designed to be interactive, allowing viewers to engage with the content in real-time. Whether it’s clickable links, polls, or interactive features, this engagement can lead to a more memorable and impactful ad experience.

Data-Driven Insights:

• CTV and OTT platforms provide valuable data and analytics, allowing brands to measure the effectiveness of their campaigns. Advertisers can gain insights into viewer behavior, preferences, and engagement metrics, enabling them to refine and optimize future campaigns.

As the advertising landscape continues to evolve, savvy brands are recognizing the potential of new platforms to deliver cost-efficient and highly targeted Super Bowl ad campaigns. The shift towards digital channels not only allows for more budget-friendly opportunities, but also opens the door to a new era of creativity and engagement.

In the ever-changing world of advertising, embracing the possibilities of CTV and OTT during the Super Bowl is a strategic move that can elevate brands to new heights without the financial strain of traditional broadcast channels. The game is changing, and those who adapt to the digital playbook may find themselves scoring big with audiences in the age of connected viewing.

By: Lauren Oliver & Ryan Clark

Following a critical mayoral election here in Charleston, South Carolina, we wanted to share a few best practices as we prepare for a very wild election season for American media. 

Election season in the United States is a time of heightened political engagement, fervent discussions, lost friendships, breakups and, most importantly, intense media coverage. It’s a period when the entire nation tunes in to follow the campaigns, debates, election news and a near constant stream of extremist social posts from the left and right fringes courtesy of once-cool aunts and uncles. 

With the assistance and advancement of AI in media and an unprecedented ad spend, the coming 2024 election season is going to be unlike any the US has seen before. According to AdImpact, the 2023/24 election cycle spend will top “$10.2 billion across broadcast, cable, radio, satellite, digital and CTV—with half of that spending, $5.1 billion, going to local TV stations.” For advertisers and media professionals, this election season will present unique challenges and incredible opportunities. One of the key metrics closely monitored during this time is CPM, which measures the cost of reaching 1,000 impressions.

The US election season, which typically spans several months leading up to the final vote on November 5th, significantly impacts CPMs in the media industry. This relationship is multifaceted, with various factors influencing the cost of advertising during this period. Below are a few of the largest impacts election season has on advertisers.

Increased Demand

As mentioned above, the most noticeable effect of election season on CPMs is the surge in demand for advertising space. Political campaigns, interest groups, and political action committees (PACs) increase their ad spending, leading to higher competition for ad inventory. As demand increases, so do CPMs.

Ad Clutter

During election season, the media landscape becomes saturated with political ads. This ad clutter can make it more challenging for non-political advertisers to gain consumer attention, thus impacting their CPMs. The increased noise in the ad space can reduce the effectiveness of advertising campaigns.

Audience Behavior

Consumer behavior during election season can also affect CPMs. Audiences are more politically engaged and are actively seeking information about candidates and issues. This change in user behavior can influence ad performance and the cost of reaching these highly engaged users

At Digital Ignite, we’ve successfully navigated several intense election seasons, maximizing our clients’ targeting and reach, while successfully managing budgets in the face of increasing CPMs leading up to election day. If you or your clients are planning a media spend during the 2024 political season here are a few tips to avoid getting caught in the election crossfire:

Early Planning and Budget Allocation

Begin planning and allocating budgets well in advance of the election season. Early preparation can secure better advertising placements at more competitive rates for traditional media placements

Segmentation and Personalization

Leverage audience segmentation and personalization to ensure your messages are highly relevant to specific consumer groups. Tailor your ads to meet the distinct needs and preferences of different segments.

Quality Over Quantity

Instead of bombarding consumers with excessive ads, focus on creating high-quality content and choosing the most effective ad placements. Prioritize user experience and engagement over sheer quantity.

Strategic Timing

Make use of ad scheduling to target consumers at times when they are most active and receptive. Special promotions, flash sales, and product launches should be well-timed to maximize impact.

Diverse Ad Formats

Consider using a variety of ad formats, including video, interactive content, and immersive experiences. Unique and creative formats can set your ads apart from the election ad noise/clutter.

Partnerships and Influencers

Collaborate with relevant influencers and partners to tap into their established audiences. Influencers can provide authentic endorsements that cut through the noise.

User-Generated Content

Encourage user-generated content and reviews to showcase your brand’s community and build trust among potential customers. Highlight authentic experiences and recommendations.

Geo-Targeting

Employ geotargeting to focus your ads on specific geographic regions where you have a strong customer base or potential for growth. Avoid oversaturating less relevant areas and battleground areas where media will be at a premium price

Regular Monitoring and Adaptation

Continuously monitor campaign performance and be ready to make real-time adjustments to respond to changing market conditions and consumer behavior.

Cross-Channel Integration

Integrate your advertising efforts across multiple channels, including social media, email marketing, content marketing, and influencer campaigns. A cohesive cross-channel strategy can reinforce your message.

Heightened Focus on Brand Safety

Establish clear guidelines and work closely with media partners to ensure any placements are in alignment with your brand values and will not jeopardize the viewers’ perception of your brand or product. Open communication and collaboration with media partners can help tailor ad placements to fit your objectives and maintain a positive public image.