Pakistan Cricket Board (PCB) is hoping to reach a larger audience with the help of TikTok, a popular video-sharing app.
PCB created headlines on social media, pushing fans to download the TikTok app in order to receive behind-the-scenes tales, exclusive content, and other updates from the company.
For the previous two to three months, the PCB has been working with TikTok on various projects. Other than the Pakistan-Australia series, TikTok also serves as the title sponsor of the series, having previously sponsored the title song of the Pakistan Super League’s seventh season, “Agay Dekh,”
Approximately 1 billion monthly active users are expected to be reached by TikTok worldwide by 2021, according to the company.
In a previous statement, the company reported that as of January 2018, it had approximately 55 million global users.
More than 271 million people were tallied in December 2018, 508 million people were counted in December 2019, and 689 million people were counted in July 2020, according to the latest available data.
It has previously indicated that it expects to reach 2 billion global downloads by August 2020, which would be the company’s target date.
The video-sharing platform is owned by ByteDance, a Chinese technology corporation. Shouzi Chew, the chief financial officer of ByteDance and a Singaporean national, was appointed as the company’s new chief executive officer earlier this year after serving as its chief financial officer.