The sports newspaper will also inaugurate a Story format, designed for its mobile application and its website, whose audiences have suffered from the cessation of sports competitions.
The TikTok social network is becoming an issue for the media. If the video platform is up to now (Gala, AuFéminin, Konbini, AlloCiné, ChefClub, TF1…), the information is becoming more discreet. After a year and a half of reflection, the sports daily L’Équipe has decided to launch an official account on the platform which has more than 7 million users in France,
“We will be dealing there every day in less than a minute on a subject related to sport, with an offbeat tone”, explains Emmanuel Alix, digital director. Many tests have been carried out to find the right format in a small economy: the team dedicated to social networks must manage TikTok in addition to other platforms, without additional resources. Besides videos “Facing the camera”, it should also repackage certain contents of the TV channel of the Team. “We are in contact with TikTok France so that the launch is the best possible”, continues Emmanuel Alix. “Then we’ll see how to monetize our account. Discussions are still in their early stages with the TikTok sales team. ”
For the Team, be present on TikTok “Responds to the same objective as our Snapchat strategy: to reach a young target, and even teenage girls, in order to create a first link with our brand.” . Four years later, the results are mixed. “From the point of view of the image and the rejuvenation of our readership, the bet is successful. We have also developed internal skills, particularly in motion design, which we can replicate on our site ”, explains the digital director. “On the other hand, monetization is disappointing. Our account is still not profitable after four years. The world of Snapchat is complicated for premium advertisers. ” This Monday, Snapchat Discover’s posts were interspersed with advertisements for meal delivery platforms, mobile games, or dating sites.
A new Stories format
This arrival on TikTok coincides with the twentieth anniversary of Equipe.fr, launched on June 9, 2000. “It took us two years to decide to go online. We wanted to protect 3615 L’Equipe, which was then an important source of income ”, explains Emmanuel Alix. “It was then decided that the site would be very magazine-oriented, while hot news and sports results would be reserved for the newspaper. The questions about free and paid were already there. ”
The Team will publish content throughout the week reviewing the history of its website, peppered with successes but also failures. “Like a project for Google Glass, an account on Vine, or three attempts to replace the newspaper in PDF”, lists the digital director. He will take the opportunity to inaugurate a new format designed for mobile phones: Stories. “We were thinking of launching them for the Tokyo Olympics”, postponed to 2021. “The stories will allow us to tell long-term reports in a different way.”
Resumption of sports competitions
. With the cessation or postponement of sports competitions, the site found itself deprived of hot news. “We still managed to maintain 70% of our daily audience”, emphasizes Emmanuel Alix. But the number of visits plunged 50% in April. “It’s logic. Usually our readers log in five times a day. They had less reason to come so much in the absence of results ”, he continues. However, the team sees this difficult situation coming to an end with the gradual resumption of the national football championships, the return of Formula 1 in July, cycling in August, “And an explosive comeback between the new season of Ligue 1, the Tour de France and Roland Garros”, recalls Emmanuel Alix.
The confinement had led Equipe.fr to publish sagas and long stories to compensate for the stoppage of competitions. These premium formats have been popular with readers. “Usually, we keep them during lows. We will perhaps change our online offering so that these formats are more present throughout the year. ” In any case, they enabled the Team to gain 30,000 digital subscribers in three months, attracted by a special offer of 1 euro for six months of access.