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By Parisa Burke
TikTok has become much more than a place for dance challenges or funny clips — it’s now a major tool for storytelling and branding. Across the country, college sports programs are using the platform to connect with fans in new ways. The short, fast-paced videos allow schools to show off their spirit, their players’ personalities, and the community behind each team. For many athletic departments, TikTok has turned into one of the most effective ways to build and share their brand.
What makes TikTok different from other social media is how authentic it feels. It doesn’t require expensive cameras or long edits — what people really enjoy is honesty and creativity. Many college teams are using this to show moments that might not make it onto TV: locker room reactions, players joking around, or fun campus trends. The University of Oregon Football team is a great example. Their TikTok mixes game highlights with casual behind-the-scenes videos that show the energy, humor, and pride of the Ducks. These kinds of posts help fans feel like they’re part of the team, not just watching from a distance.
The platform is especially useful for reaching younger audiences. Front Office Sports reported that engagement with sports-related TikToks grew by more than 250% in just one year (Front Office Sports, 2023). For college programs, this means more chances to reach potential recruits and students in the places where they already spend their time. TikTok helps schools express who they are through their traditions, humor, and creativity — all in a way that feels natural, not forced.
When teams post consistently and reply to fans, it creates real interaction. Followers start to see the program as approachable and relatable, which builds loyalty over time. It’s this sense of community that keeps people coming back to watch more. And because TikTok trends move so quickly, the platform pushes schools to stay creative and flexible, finding new ways to join conversations that already matter to their audience.
Of course, there are still challenges. The fast pace of TikTok can make it hard to plan long-term campaigns, and there’s been some uncertainty about the app’s future in the United States (Front Office Sports, 2024). Even with those issues, most programs see the rewards as worth it. The platform helps teams reach new fans, show personality, and keep their content exciting year-round.
Watching how college teams like Oregon Football use TikTok is a good reminder that storytelling doesn’t have to be complicated. The key to growing an audience online isn’t fancy editing — it’s being creative, consistent, and genuine. When schools share their real energy and culture, fans respond. That’s the power of TikTok, and it’s why it’s changing how college sports build their brands today.
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Nice post! I’ve definitely noticed a rise professional sports teams using TikTok or Instagram reels to build their following. The most popular types of posts I’ve noticed are behind-the-scenes short interviews asking athletes what their warm-up song is, or asking more popular pop culture questions, such as what their favorite Taylor Swift song is.
Hi Parisa!
I really liked this post! It’s cool how college teams like Oregon Football use TikTok to show their personality and connect with fans. It proves that being creative and authentic online can build stronger communities than just posting highlights or ads.
Hi Parisa! I agree that the power of TikTok has significantly influenced college sports branding. The short, fast-paced videos allow fans to see behind-the-scenes moments and feel closer to the players, creating a stronger emotional connection between fans and their teams. TikTok is such a useful tool for all sports programs looking to build engagement and authenticity.
Nice job Parisa! I agree with you, I think TikTok has a way of showing fans, team and players personality, and what goes on behind the scenes. I think not only does this benefit the teams, but also the relationship between sports and social media has also opened so many doors for young, college-age, students who are able to create content for a career.