The NFL is leveraging the power of social media, particularly TikTok, to amplify its message of mentorship and the impact coaches have on young athletes, as highlighted by a recent post on the platform. The video, accompanied by the message “Belief is a superpower. Thank you, coaches,” has garnered significant engagement with over 30,000 likes and 417 comments as of today, .
This campaign arrives in the lead-up to , scheduled for and underscores the league’s broader strategy to connect with fans on platforms beyond traditional broadcasting. TikTok, with its short-form video format and viral potential, has become a key battleground for fan engagement, as evidenced by the intense activity surrounding the Kansas City Chiefs and San Francisco 49ers leading up to the 2024 Super Bowl, and continuing into the current season.
The NFL’s TikTok presence isn’t simply about game highlights or player profiles. It’s a deliberate effort to tap into the cultural zeitgeist and broaden its appeal. The league itself posts 3-4 times daily on TikTok, a higher frequency than either the Chiefs or the 49ers, suggesting a strategic prioritization of league-wide content to maximize reach, and resonance. This approach appears to be effective, as NFL videos on TikTok consistently achieve the highest engagement rates overall.
The emphasis on coaching and mentorship in the recent TikTok post speaks to a larger narrative the NFL is attempting to cultivate. It’s a move that positions the league not just as a source of entertainment, but as a positive influence on youth development. This is particularly relevant in a cultural climate increasingly focused on the holistic well-being of young people and the importance of positive role models.
The timing of this campaign is also noteworthy. Super Bowl week is arguably the highest-profile moment in the NFL calendar, offering an unparalleled opportunity to reach a massive audience. By focusing on the often-unsung heroes – the coaches – the league is subtly shifting the narrative away from the spectacle of the game itself and towards the values it represents.
The impact of coaching extends far beyond the football field, a point underscored by the NFL’s “Champion” brand film honoring youth coaches. The film, released on , features prominent NFL players like Christian McCaffrey, Michael Strahan, and Cam Heyward, lending their voices to the message of mentorship. A companion cause spot, “You Are Special,” further reinforces the idea that every young person matters and has potential.
The success of teams like the Kansas City Chiefs on TikTok demonstrates the power of leveraging social media to build brand loyalty and engage fans. In the lead-up to the 2024 Super Bowl, Chiefs’ TikTok videos averaged 975,503 views, significantly outpacing the 49ers’ average of 301,448 views. This disparity in engagement highlights the Chiefs’ ability to connect with their audience on a deeper level, a connection further amplified by the presence of players like Travis Kelce and his relationship with Taylor Swift.
The influence of Taylor Swift on the NFL’s popularity, particularly among new fan bases, has been a significant talking point. Mentions of “Taylor Swift” and “Taylor” totaled 1,161 on TikTok, demonstrating the crossover appeal the league has achieved through her association with Travis Kelce. This phenomenon underscores the NFL’s willingness to embrace pop culture and leverage celebrity endorsements to expand its reach.
Beyond the star power and viral trends, the NFL’s TikTok strategy also incorporates more traditional content, such as interviews with coaches and players, expert analysis, and fan-generated clips. The official NFL TikTok account boasts a substantial following of over 18 million, providing a direct line of communication with a vast and engaged audience. This allows the league to control the narrative and disseminate information directly to fans, bypassing traditional media gatekeepers.
The “Runnin with Faith” challenge, inspired by the Chiefs’ path to the Super Bowl in 2021, provides another example of how the NFL can tap into the creativity of its fan base. The challenge, launched by a family in Lenexa, Kansas, encouraged fans to share videos of themselves performing a specific running motion set to a song written by Eric Tyler. The video quickly went viral, garnering over 170,000 views in just a few days and inspiring others to participate.
As Super Bowl LX approaches, the NFL’s continued investment in TikTok and other social media platforms signals a recognition of the changing media landscape. The league understands that reaching fans requires more than just broadcasting games; it requires creating engaging content, fostering a sense of community, and embracing the power of social media to tell compelling stories. The focus on coaching and mentorship is a strategic move that aligns with broader cultural values and positions the NFL as a positive force in the lives of young people.
