St. Patrick’s Journey

This month, TikTok is shining a light on Irish-owned businesses that have harnessed the power of TikTok advertising to boost their sales and follower numbers. Among these success stories is St. Patrick’s Athletic Football Club, known on TikTok as @stpatricksathleticfc, based in Inchicore, Dublin. Competing in the Irish Premier Division, this football club leveraged TikTok to skyrocket its followers and ticket sales.

St. Pat’s, already boasting a strong organic presence, turned to TikTok advertising to expand its follower base and enhance ticket sales. The results were remarkable: a 68% increase in followers and record-breaking ticket sales. Jamie Moore, the Social Media Manager at St. Pat’s FC, shared insights into their TikTok journey and the phenomenal growth it spurred.

TikTok’s Interview with Jamie Moore

Q: What first inspired you to start posting on TikTok?
A: We’ve been active on all major social media platforms for years, and TikTok was the newest one on the block. With our growing fan base and an increasing number of young fans, TikTok’s engaged audience was a key reason we wanted to expand our presence on the platform.

Q: When it comes to promoting your business on TikTok, what works and what doesn’t?
A: We’re lucky to have a wealth of content to share. We have a videographer and a young lad on work experience who help capture footage. We use multiple cameras at each game, ensuring we cover all angles—goals, fans, players. The stadium backdrops look fantastic, and our success on the pitch adds to the appeal. We try to keep things natural, capturing real moments like goals and player celebrations.

Q: How has your TikTok presence supported your business and grown your community in real life?
A: Our attendance has surged over the past couple of years, with sold-out games every week and a significant increase in our fan base, especially among younger people. Our full-time community officer visits local schools and youth groups, introducing them to the club. Many of these young fans first discover us on TikTok, then follow us online and eventually attend games or buy merchandise. TikTok has truly been a game-changer for us.

Q: Can you share a memorable moment that resulted from your TikTok presence?
A: Where do I start? Scoring big goals in the last two Cup finals stands out, especially since we broke attendance records at the Aviva Stadium twice in three years for these finals. We won both games, and the footage of fan and player celebrations was incredibly emotional. The most recent highlight was last November when St. Pat’s was crowned Sports Direct FAI Cup Champions for the fifth time, and the footage was fantastic.

Q: You participated in the pilot TikTok ADvance programme last year. What impact did it have on St. Pat’s?
A: Our goal was to increase followers, and the ADvance programme delivered. We saw a 75% increase in TikTok followers last year. We also sold a record number of home jerseys and are on track to do the same this year. As part of our strategy to break into the US market, we launched a green jersey for St. Patrick’s Day and played a game in Minnesota. Targeting the American market, we aimed campaigns at fans in Chicago, New York, and Boston.

Q: What advice would you give to other SMBs starting out on TikTok?
A: Tap into the experience and knowledge of the TikTok team. Learn how to enhance followers, reach, impressions, and views. Understanding how to use video, text, and trending music is crucial. Without this knowledge, you won’t be able to leverage TikTok’s unique features effectively.

Through strategic use of TikTok advertising, St. Patrick’s Athletic FC has not only expanded its digital presence but also solidified its real-life community, showcasing the immense potential of social media for business growth.

For more stories and insights, visit It’s On.

Instagram: @itson.ie

TikTok videos and information: @itson.ie