FIFA's digital presence is expanding after the sports brand created an account on China's largest social media platform, Weibo.
Over 392 million people use Weibo monthly, with an estimated 100 million of those people having an interest in sports. Leveraging this information, FIFA has created an account with the social media site that's quickly growing in popularity. Through the account, sports fans can access important information and soccer-related content that's otherwise hard to find, as sites like Twitter, Instagram and Facebook are banned throughout the country.
The brand's chief commercial officer Philippe Le Floc'h siad that "Our new dedicated platforms will allow us to get closer to Chinese football fans and find out what the beautiful game means to them."
Image Credit: FIFA, Getty Images
What Makes This Trend Stand Out
- China-focused Digital Expansion
- Create new online accounts and get closer to your Chinese audience to connect with them.
- Social Media Platform Utilization
- Leverage popular social media platforms, especially in areas where traditional platforms are banned, to reach a wider audience.
- Localized Content Creation
- Create content tailored to local audiences to improve relevance and engagement.
Sectors Adopting This
- Sports
- Use digital platforms to connect with sports fans and create a more engaged and connected community.
- Entertainment
- Similar to sports, use digital platforms to increase engagement among entertainment fans and connect with a wider audience.
- Marketing and Advertising
- Help companies expand their reach on popular social media platforms and create localized content for different audiences.
