UFC partners with TikTok, looking to tap into the social media platform’s young user base

The UFC and TikTok have inked a content partnership, with weekly shows set to be released on the popular social media platform.

According to the announcement, the UFC will have TikTok shows that take a look at “weigh-ins, press conferences, interviews, arena tours, fighter training segments and more.” The UFC will also assign a dedicated employee that will work with TikTok directly to produce both live and VOD content, with the deal starting with Saturday’s Blaydes vs Lewis event.

TikTok has been the fastest growing social media platform in the world. In 2020, the Chinese-owned app became the highest grossing and most downloaded app globally. In the US, TikTok beat Zoom, Instagram and Facebook, with 89 million downloads last year.

“We want to be everywhere our fans are consuming content and TikTok continues to break new ground in reaching a diverse, global audience,” UFC SVP of International and Content, David Shaw said in the announcement. “This collaboration is a great way to drive awareness to our tent pole live events while delivering compelling content to our fans, 24/7.”

The UFC has been trying to tap into a younger market, and they can benefit by reaching into TikTok’s quickly growing user base. In 2020, TikTok announced that they have over 100 million active monthly users in the US. 32% of those users are reportedly teenagers, and almost 30% are aged 20-29. Globally, that total is said to be well over 700 million. A significant chunk of those users are from China, which also helps the UFC’s efforts to tap into that market.

The UFC has also inked similar content deals with other social media platforms in the past, such as a 2016 (and 2019) deal during the height of Snapchat.