The COVID-19 pandemic was a catalyst for many Millennial consumers to join the popular social media app TikTok and brands—like Spikeball—have been quick to notice, capitalizing on the trends to reach their audience with platform-specific content.
Spikeball has become extremely popular as consumers search for new ways to entertain themselves and get exercise amid the COVID-19 shelter-in-place restrictions, and the brand's engaging presence on social media has shown consumers the perfect solution.
Spikeball's video content of the quasi-volleyball sport showcases unique ways in which consumers are using the sports equipment, especially targetting Millennials and parents with its family-friendly footage. Moreover, the game itself is extremely social media-friendly, enabling consumers to create their own content using the product—further increasing the brand's reach.
Parent-Targeted Sports Content
Spikeball Creates Parent-Inspired Content on TikTok
Trend Themes
1. Millennial-targeted Social Media Content - Brands can capitalize on the popularity of social media platforms like TikTok to reach Millennial consumers with engaging and platform-specific content.
2. At-home Entertainment and Exercise - The COVID-19 pandemic has created a demand for new ways to entertain and get exercise at home, providing opportunities for brands in the sports and fitness industry.
3. User-generated Content for Brand Expansion - Brands that provide products or services customers can use to create their own content can increase their reach and brand awareness through user-generated content on social media platforms.
Industry Implications
1. Sports Equipment - The popularity of Spikeball during the pandemic highlights the opportunity for innovation and growth in the sports equipment industry.
2. Social Media Marketing - The success of Spikeball's engaging social media content on TikTok shows the potential for brands to leverage social media platforms for marketing and audience reach.
3. Family-friendly Entertainment - Brands that create family-friendly products or content, like Spikeball's videos targeting parents, can tap into the growing market for at-home family entertainment.