TikTok – TSG!

In future, TSG Hoffenheim is looking to give its fans even more exclusive insights into behind-the-scenes life at a Bundesliga football club. To coincide with the start of training camp on 18 July, the club is expanding its presence on various digital media platforms. Following on from the successful relaunch of the club website achtzehn99.de, TSG.TV is also getting a new design as well as additional exclusive content. However, the most important new signing on the media front is TikTok.

"We are launching our own channel for what is currently the hottest app in the world," says Holger Kliem, Head of the Media Department at TSG. "The free app has built up a huge wave of hype, especially among children and teenagers. The most recent figures indicate that it has been downloaded more than a billion times worldwide, and that doesn't include downloads in China, where the app originated." According to expert estimates, there are already four million users in Germany. TikTok is mainly focused on the recording of short videos which are synchronised with songs. These videos are then reviewed and commented on by other users. "That's exactly what we want to provide on the platform in future," says Kliem: "Short, entertaining video clips for both kids and the permanently young at heart."

TSG is not only open, enthusiastic and forward-thinking in its work out on the pitch; but also on all the most relevant networks of the digital world. Every day, on Facebook, Twitter, Instagram, Snapchat, Giphy, the TSG app and via TSG.TV, fans are provided with news updates and exclusive insights. "We want to get even closer to the TSG community and keep them, as well as all other interested online users, updated around the clock with a mixture of exclusive, cutting-edge, reliable, innovative and emotional content," says Christian Frommert, Director of Communications at TSG, going on to add that: "All of our club channels deliver a unique look behind the scenes and go closer than any other medium is capable of going.''

Fans are encouraged to participate

TSG fans were invited to participate in the process as the club sought to improve its presence on WhatsApp. ''We want to hear from you more often,'' said Kliem in his summary of the feedback the club's media department received to a survey sent out to subscribers of the club's WhatsApp channel. ''Therefore, what we're going to do is get in touch more often - and do so in exactly the way the fans wanted, with exclusive news and entertaining behind-the-scenes material,'' announced Kliem.

The most common wish expressed by fans was for more WhatsApp news updates on match days. "For example, they want the earliest possible information on starting line-ups in the build-up to the match, statistics and post-match comments from players and coaches after the final whistle as well as more pictures and information from the training ground during the week. We will of course do all we can to meet these requests," says Kliem.

TSG's media output across all channels will be upgraded in future with the addition of even more video content. TSG.TV is also set for further expansion. In addition to a new "look and feel", in future there will also be live broadcasts of press conferences, content made by players, news reports, documentaries and background stories. What is more, press conferences will no longer just be streamed via Youtube and Facebook, but also on Twitter too. All of which goes to show that the club's media department never stand still and are able to react with great flexibility to the ever-changing world of media.