Tottenham i sosiale medier

The Premier League’s most-followed club on TikTok may not be who you expect. On top of the pile is Tottenham Hotspur, who have 38.5million followers. That’s more than eight million ahead of second-placed City — and 30m more than their north London rivals over at the Emirates Stadium.

Appealing to a younger target audience requires a different social media strategy from what clubs may adopt on other platforms. Spurs identified this early and used it to grow beyond their ‘big six’ competitors, who have much larger followings on other social platforms.

“They’ve got such a good eclectic mix of content,” says Chris Reeve, managing director of Reeve Social Media, a social media agency. “They’re able to strip it right back, as well as doing the polished stuff. I think many big brands are afraid of doing that, but showing authentic, raw content is highly effective on TikTok. It gives people a reason to follow because it differs from what they see on Instagram or Facebook. It means that more Spurs fans across the world will follow their TikTok because they know they get something unique rather than just the same generic content from other channels.”

Efficient use of hashtags and concise captions have been an important factor in Spurs’ growth, but it is hardly unique within the Premier League. Arguably, Spurs’ primary asset on TikTok has been plastered all over their page from the start: Son Heung-min.

“If you look at any mention of Son in the videos, or even in the thumbnails they’ve used for their short-form videos on TikTok, they always do better than not having Sonny. They’ve even got a video where it’s just Son’s two assists (vs Ipswich Town). Not many other clubs would celebrate a player making two assists as a TikTok video, but Spurs know it works phenomenally well for the Asian market. It’s very clever.”

It may not be the trophy fans were after, but increasing global profile and popularity with the Gen Z audience is certainly worth something in the year 2025.