Football Fans Are Taking Over TikTok

TikTok South Africa has shared that 87% of its users follow football on the platform, making it most popular sport for the platform’s community in the country.

And that in 2026 alone, more than 750 000 posts have been about Kaizer Chiefs, Orlando Pirates and Bafana Bafana, by tracking the hashtags for each team. Other football content hashtags that is gaining momentum is soccer, football, diski, soccerladuma, and kasiflava, says the company.

At a media event in Johannesburg on Wednesday evening, TikTok SA shared that fans are actively engaging with club culture, sharing match reactions, and participating in conversations that matter.

This follows the news from earlier this year that TikTok has become Fifa’s first-ever preferred platform to enhance coverage for the 2026 World Cup.

Other stats shared by TikTok:

• 90% of fans globally take at least one off-platform action after viewing sports content on TikTok
• 72% of global users watch fan edits, reaction videos, and other fan-made content
• The AFCON Egypt campaign with brands generated 13 000 pieces of content, reaching 30 million users with a 5.3% lift in Ad Recall, more than the 1.9% benchmark

The company says TikTok is a space where emerging trends and narratives are rapidly surfaced; from underdog teams gaining overnight traction to viral fan reactions and unexpected storylines, the platform rewards agility and cultural relevance.

“Conversations are often event-driven, spiking around key milestones such as qualifiers, matchdays, and tournament draws, creating multiple entry points for brands to engage.”

TikTok shares learnings from brands

1. Showing Up in the Moments That Matter: Conversations on TikTok are often event-driven. Brands align with key cultural milestones, trending topics, and defining moments, while also developing content that sustains engagement between peaks.
2. Embracing Real-Time Culture and Agility: Unexpected outcomes, emerging trends, and viral community reactions can gain traction quickly, making it important for brands to remain responsive and adaptive. Content that reflects shared experiences, such as community, identity, and collective moments, tends to resonate strongly and build lasting connections.
3. Co-Creating with Communities: Audiences are active participants, not just viewers. Campaigns that invite collaboration, whether through challenges, storytelling, or creative prompts, can drive deeper engagement and authenticity.
4. Leveraging the Power of Music and Entertainment: Music and entertainment are central to the TikTok experience. Storytelling that incorporates these elements can help brands connect with diverse communities and extend their reach.