Barcelona has become the latest professional outfit to join Chinese short-form global video platform TikTok.
The Spanish football side made specific reference to the “young people” it would be able to reach in TikTok’s 340-million-strong follower base, saying that it will be able to connect with its “youngest fans around the world”.
Barcelona joins a growing number of teams that have joined TikTok with the aim of engaging younger fans.
TikTok boasts more than 500 million active monthly users and marketing agency Mediakix found that 60 per cent of the platform’s audience is aged between 16-24, with two thirds of all members aged 30 or younger.
Other teams and leagues to have joined TikTok include English Premier League team Liverpool FC, the National Basketball Association and Major League Baseball.
TikTok’s use as a gateway to a younger audience is frequently cited as its principal appeal by organisations across the market.