European champions Liverpool are targeting a young demographic of fans through fast-growing social media platform TikTok.
The Reds have already shared short videos of players and fans filmed around the Champions League final in Madrid.
The latest shows star striker Mo Salah – who scored an early penalty in the 2-0 win over Tottenham on Saturday night – lifting the European Cup on an open-top bus with famous James song Sit Down playing in the background.
The club will share behind-the-scenes footage, including training ground moments, entertaining clips and stand-out goal celebrations from the first-team players, on the platform.
Known as Douyin in China, TikTok has more than 500 million users around the world. Liverpool already have nearly 160,000 fans following its TikTok account.
Markus Breglec, Liverpool’s marketing and media senior vice president, said: “We’re always looking for creative and innovative ways to strengthen our close ties and engage with our fans around the world.
“We are proud to launch our new official channel on TikTok [with whom] we see a lot of potential to reach a new and younger audience with interesting, engaging video content.”
TikTok has offices in Peking, Berlin, Jakarta, London, Los Angeles, Moscow, Mumbai, Sao Paulo, Seoul, Shanghai, Singapore and Tokyo.
Normanno Pisani, TikTok’s partnership manager, said: “Liverpool has always created incredible content to connect with its fans around the world.
“With TikTok’s unique format, we believe fans will be able to enjoy this content in a fun and engaging way.”
The Reds recently became the first Premier League football club to reach two million subscribers on YouTube, making the account one of world football’s leading YouTube channels.
The club’s total social media following is 66 million.