Wimbledon seeks to connect with a younger demographic through its social media initiatives. Its TikTok account has gained significant traction, with 200 million cumulative views, showcasing clips featuring top players and influencers. The digital team aims to broaden the audience by providing entry points for fans of all ages. The strategy involves adapting the prestigious traditions of Wimbledon to suit the informal expectations of social media platforms. In addition to TikTok, Wimbledon has seen growth on Instagram with over 300,000 new followers, totaling 6.5 million.
Wimbledon is determined to attract younger audiences through engaging social media content, a shift in strategy to connect with a new generation of tennis fans.
With the official TikTok account achieving 200 million cumulative views, Wimbledon is successfully broadening its audience by adapting its traditional content to social media expectations.
The presence of influencers and entertainers in social media posts is part of Wimbledon's strategy to reach demographics outside typical tennis followers and enhance engagement.
Managing editor Will Giles emphasizes the importance of tailoring Wimbledon's prestigious traditions to fit the polished but accessible nature of social media platforms.
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