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FC Barcelona has become the first football club to accumulate 100 million likes on Douyin, the leading site for short format mobile videos in China. In less than two years, Barça has gained over 3.6 million followers and a record-breaking level of fan engagement on Douyin.
This latest digital milestone reinforces FC Barcelona’s commitment to creating engaging and localised content tailored to fans in China, incorporating local music and focusing on historic, exhilarating, and heart-warming moments that appeal to the Douyin community. Top performing posts feature iconic moments throughout Barça’s 122-year history, including memorable moments from legends Ronaldinho and Carles Puyol, a stunning goal from Pique and Ter Stegen’s celebration following the famous 6-1 PSG Champion League match.
FC Barcelona is constantly expanding its digital footprint in China to bridge the physical distance between the Camp Nou and the millions of Barça fans in the country. This season, the Club expanded its strategic collaboration with iQIYI Sports to develop a digital membership program, offering Barça fans in China access to hours of exclusive content and the team’s LaLiga games throughout the 2021/22 season. Barça also landed on Xiaohongshu to offer lifestyle driven content emphasising Barcelona’s rich culture as well as a launching a series of frames and stickers on Meitu XiuXiu, which were downloaded over 8 million times within the first week.
“We are excited to have reached 100 million likes on Douyin, an important platform for the Club to connect with Barça’s millions of fans in China. We are thrilled that our efforts to provide engaging and localised content are proving successful and hope that fans will continue to join us in reliving unforgettable moments at Barça.”