TikTok has released new research findings about the types of brands its users want to see creating content around the upcoming 2024 Summer Games and European Football Tournament.

The research indicates that the top 5 industries users want to produce Summer Games-related videos on TikTok:

• Food & Beverage
• Entertainment 
• Technology 
• Gaming 
• Travel 

73% of TikTok users say they enjoy seeing crossover content that blends sports with other industries, such as gaming, food, and fashion. The platform refers to this as “#CommunityToks.” In terms of the actual content, comedic and light-hearted videos rank among the top 5 types of Summer Games posts users want to see from brands on TikTok.

The findings were released as part of TikTok’s marketing push to encourage small and medium-sized businesses to create Summer Games campaigns on the platform. Nearly 9 in 10 TikTok users (85%) intend to watch at least some of the 2024 Summer Games.

Notably, 58% say they are just as likely to watch Summer Games content on TikTok as they are to watch the Games broadcast live on TV (57%).

TikTok recommends several tools for brands to optimize their Summer Games content strategy on the platform: 

• The TikTok Creative Centre allows marketers to research the latest hashtags and trends around the events to ensure their videos feel current.
  
• The platform suggests cutting through the noise by collaborating with influencers, which can be facilitated through the TikTok Creator Marketplace to find suitable creators.
  
• For video editing, TikTok touts its CapCut app for professional-level editing capabilities. Alternatively, the TikTok Creative Exchange Remixed (TTCX) offering allows users to repurpose existing video assets with a TikTok-optimized editing process for scalable video production.