Liverpool FC has today launched its official account on TikTok, the world's leading destination for short-form video.
The club, which has become the first Premier League side to join and create content for the popular platform, will use the app to reach and engage with new audiences online, particularly younger fans.
The new account, @liverpoolfc, will share short videos and behind-the-scenes footage from around the club, including training ground moments, entertaining clips and stand-out goal celebrations from the first-team players.
Available on iOS and Android, TikTok enables everyone to be a creator and encourages users to share their passion and creativity through their videos. TikTok is currently available in more than 150 markets, and in 75 languages, with a robust localisation strategy to encourage users to create and interact with content that is culturally relevant.
LFC already reaches more than 66million fans via social media, with a presence on a range of global platforms which cater for supporters across the world.
The Reds recently became the first Premier League football club to reach two million subscribers on YouTube, making the account one of world football's leading YouTube channels.
Markus Breglec, senior vice president marketing and media at Liverpool FC, said: "We're always looking for creative and innovative ways to strengthen our close ties and engage with our fans around the world.
"Today we are proud to launch our new official channel on TikTok - we see a lot of potential to reach a new and younger audience with interesting, engaging video content."
Normanno Pisani, partnership manager at TikTok, said: "We are honoured to have such a legendary team on TikTok and to be able to support them in sharing their amazing stories.
"Liverpool FC has always created incredible content to connect with its fans around the world. With TikTok's unique format, we believe fans will be able to enjoy this content in a fun and engaging way."
In early 2018, TikTok was one of the most downloaded apps in the world and is committed to building a fun, positive and embracing community by encouraging users to share their passion and creative expression through short 15-second videos.