The Bulls have begun posting videos on social media platform TikTok, in which Benny the Bull is used as a "way to slide the team into the new, quirky subculture emerging around the latest social media darling," according to Seb Joseph of DIGIDAY. Bulls Digital Content Coordinator Kamil Strycharz said that since the team's TikTok page debuted last month, the Bulls content team has "posted 15 videos, a third of which have surpassed 1 million views." Two of these videos "clocked in over 5 million views, double the 2.7 million and 2.2 million views that were previously the team's most-watched online videos, which were published on Facebook." Strycharz said TikTok is "where young people are online now." He added that the Benny the Bull TikTok account has "grown to more than 225,000 followers, which is three times more than what it has on Twitter." By going with the "mascot over the team itself first on TikTok, Strycharz plans to spend the offseason learning how to go viral on TikTok." He said that some posts, like a 15-second video of Benny the Bull dancing with former NBAer Ben Wallace, are "being watched all the way through multiple times." Once the NBA season begins, the Bulls' team TikTok page will "have a more active presence." With "organic marketing all but dead on Facebook," brands like the Bulls have been "on the lookout for a replacement" (DIGIDAY.com, 9/23).
