TikTok has disrupted social media strategy for everybody.
Because anybody can go viral, every account is on a treadmill chasing that next big hit. The next video that’ll rack up hundreds of thousands or millions of views and engagements and capture the attention of lots of…people. It may not be entirely clear what it means when a post goes viral on TikTok, but the most strategically savvy brands, teams, and organizations have a strategic foundation for all their content — ensuring that virality has value.
The millions of fans that discover The Savannah Bananas on TikTok may not have a favorite MLB team, let alone know much about baseball at all. But with over 3.5 million followers on the platform, the Bananas know that every encounter is a chance to execute against their core mission to proselytize the sport; in brief, to spread the joy and the game of baseball.
“We have the sole goal to make baseball fun,” said Savanah Alaniz, Marketing Coordinator for The Savannah Bananas. “So anything that we do or post, we think how is this going to show making baseball fun?
“When I post something on TikTok, I hope that whenever anyone sees it that they think it’s so intriguing that they have to do exactly what I did the first time I saw the Bananas — they have to go to the account and see more and all the other things they see make them laugh and then make them wanna show their roommate or their sister or brother, dad — like, ‘Oh my gosh, look what this baseball team did.’…
“My hope is that we post something that just pulls you in, even if it’s not all the way, but pulls you in just enough to where you have to [wonder] what the heck is this?”
TikTok may be that first touchpoint for many fans. That first engagement or encounter may not lead to a purchase, let alone a lifetime of fandom — that shouldn’t be the goal, really. As Alaniz noted, it’s to pique that curiosity, get them to want to see and learn more. And the more they see, the closer the Bananas get to accomplishing their goals of propagating the joy of baseball and positioning the Bananas as the beacon for that message.
Social media was never about driving a sale. A ‘conversion’ on social media can mean a lot of things. And as exciting as it can be for Instagram Stories to add swipe-up links or for TikTok to try and sell tickets, we know better. Rather than chase the fraction of a percent that may click through, let alone complete a purchase, focus on the most powerful part of social media — giving friends or a community something to talk about. When content cuts through, the fans become the marketers, and the invaluable pathways of dark social take over — and the brand comes along for the ride as the purveyor of that social capital. In the global ecosystem of social media and digital-first (or even digital-only) fandom, being a ‘fan’ can mean a lot of things. It becomes even more clear to hear Alaniz tell it.
“We want the Bananas to be global,” she said. “We want every single person to know the brand. So whenever you’re walking on the street and you see an LA Dodgers cap, like you’re gonna recognize the logo immediately. [We want the Bananas] to be like that…just to be super popular. [Fans] may not be able to attend the game, yes, but they can share the video online with their TikTok or online with their friend. Then maybe that person is in a city that we’re touring to and then they can go attend a game where they like the team, they can buy merchandise…”
What’s the ROI of a smile? It’s difficult to say, of course, but we know a smile is a win on social. Smiles add up and smiles can help form a positive relationship with a brand or a sport or a person. The Bananas know that every smile conjured by baseball gets those viewers closer to recognizing the joy that baseball brings. So, in many ways, the Bananas are building fans and celebrating metrics, sure, but they’re also just chasing smiles.
“How can we reach a new audience of not only ticket buyers, but just people in general, baseball fans and non-baseball fans to be like, ‘Hey, baseball is cool, baseball is fun’,” said Alaniz, who has been with the Bananas since 2020. “We love the sport, we want it to keep growing, and bringing joy to people and reaching people that baseball wasn’t able to reach before.
“So I think that’s the big goal is to continue making baseball fun and then obviously we want everybody to know about the Bananas. They should. It brings a smile to your face.”
Just watch any Savannah Bananas video or even the ESPN+ series ‘Welcome to Bananaland’ and you’ll see the fun and novelty of the team. But TikTok is a heck of a beast to tame and once you think you understand it, something unexpected takes off while the thing you expected to perform well falls flat instead. Video trends or trending sounds can feel like the way to go, oftentimes, but it’s what you do with the trends that determines whether it leaves a lasting impact on the viewer. Something resonates beyond just another iteration of the trend they’ve seen throughout the scroll. I love the way Alaniz put it when describing how the Bananas approach TikTok trends, inventing the word ‘Bananafy.’
“We have a meeting every single day at 4:00 where we talk about what are two trends that we saw last night while we were scrolling TikTok in bed and how can we ‘Bananafy’ those trends?…”I think if you scroll our content, you’ll find a way that, yes, we completely gave in to a TikTok trend and we did it on the mound or something. Like, we just did the trend because we knew it needed to be done; the people wanted it so we gave it to them…”
But Alaniz continued, talking about what it means for the Bananas to ‘create’ a trend. The success of said trend is not necessarily going viral on TikTok with hundreds or thousands of imitators. Sometimes the best sign of success is videos of Little League parents showing off their kids having fun on the baseball field recreating something they saw the Bananas do.
“[We try] these weird things that have never been seen before in a baseball field [and] Little Leaguers are trying to do it. I think that’s pretty cool,” said Alaniz, who is still a kid herself, almost, having just graduated from Texas A&M-Corpus Christi in 2022. “Will we ever start a super crazy viral trend like Charli D’ Amelio and Addison Rae? Probably not. But the Little Leaguers see it and that’s pretty cool.
“I think that’s more important than the masses.”
The Bananas are reaching generations of fans that didn’t know you could have so much fun by breaking the rules. Or creating new rules. If spreading the joy of baseball is the Bananas’ core belief, a key tenet of the doctrine is to err on the side of trying something new. Call it defiant innovation, naive exuberance, and not so much a rejection of the status quo but the absence of unconditional reverence for it — that is what has helped guide the Bananas to such massive success on the field, in business, and on social media. Alaniz feels that encouragement to take swings (to borrow baseball parlance) and it comes directly from the top in Bananas owner Jesse Cole.
“Typically you don’t have owners of teams telling you ‘Hey, break the rules, do this crazy thing. You see the line, now go a mile past it,’” she said. “You don’t have team owners selling you that. But Jesse gives you the confidence that you can do that, and it’s okay to fail at the Bananas because if you don’t fail a couple of times how are you gonna know what works and what doesn’t?”
It’s time to redefine what success means in social media strategy. To chase goals bigger than virality. To reframe failure as a pit stop and not a dead end. And to focus on the feelings and storytelling we want to inspire more than the metric. Because if you’re having fun along the way and leaving every fan with a smile, nobody will even care to remember the score anyway.
Bonus: Because Savanah and the Bananas have crushed it so much on TikTok, I wanted to include her going into detail about their TikTok and social media ideation and execution strategy:
“[It’s] definitely a lot of scrolling. I call that my research. I do spend a certain amount, anywhere from like 15 to 20 minutes [or more] depending on what I have for the day. Just minutes of my day scrolling, seeing what people are saying on Twitter about certain things, or TikTok — what are the sounds that people are using? Or Facebook even, like, what are the PTA moms up to these days?
“So then I kind of figure out, alright, this is what the people are talking about. So I have a long-running list; I have a note in my phone and then I also have an Excel sheet, and then also I bookmark a lot of tweets. I bookmark a lot of TikToks to go back to, but I typically add links in my notes, and then I’ll add like a little note under there of just what I’m thinking of. Normally when I see a trend, I think in that moment, like, ‘Oh, this is what I wanna do.’ So like I said earlier, Caitlin and I have this 4:00 meeting every single day where we talk about what are two trends that we saw yesterday. That way we constantly know that we’re growing and learning new things. And half of these, more than half of these — 75% of them will never see the light of day. It’s just we wanna keep that creative muscle in our brains working and thinking of ways to Banana-fy trends or think of new trends.
“There have been times where I’ve just like sat and stared at the wall and kind of hoped that an idea would come to me and, like, it doesn’t really work. I would rather scroll. But yeah, there have been a couple times where I’ve just had to like sit and look at the sky and kind of wait for something to come to me. We also have ideas sessions. So that is where our team gets together, we’re told topics beforehand and we think in these buckets and these categories of trying to think of, like, hitter walkups that are unique or run celebrations, for example.
“So we’re constantly around here thinking of new ideas and working that idea muscle.”