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Fifa builds Chinese presence with Douyin, Toutiao launches

World football’s governing body Fifa has extended its digital reach in China by launching official accounts on Douyin and Toutiao.

Douyin, a short-form video platform, has an estimated 500 million monthly active users worldwide, while news aggregator Jinri Toutiao currently has in excess of 700 million users.

Fifa said the accounts will provide new ways for the governing body to engage with Chinese fans. The new launches expand Fifa’s digital presence in the country to four platforms, with accounts already active on WeChat and Weibo.

It became the first football organisation to launch a WeChat Mini Program in March last year, growing over 10 million social followers in the first 12 months. Fifa said this made it the fastest growing sports organisation online in China.