The rise of social media has dramatically changed how skateboarding is shared and consumed. While Instagram has long been the dominant platform for skate clips, TikTok is emerging as a potential game-changer. This article explores how skaters are using TikTok, the unique opportunities it presents, and whether it could eventually become the primary platform for skateboarding content.
The digital landscape is ever-evolving. Many of us remember when Instagram was just a platform for sharing square photos with basic filters. Today, it’s a hub for skate content, but TikTok is shaking things up. The platform is still relatively new, with users experimenting with different content formats. Despite some initial skepticism within the skateboarding community, some skaters are finding their niche and carving out a space for themselves on TikTok. We spoke to a few early adopters to get their insights on the platform’s potential.
Tom Asta: Adapting to the TikTok Algorithm
Tom Asta, a seasoned professional skater, has been active on TikTok since 2019-2020, initially treating it like another platform to share skate clips. However, he noticed a significant difference in engagement compared to Instagram. While a skate clip might garner 100,000 views on Instagram, the same clip might only get 2,000 on TikTok. He observed that content that sparks conversation or provides learning opportunities resonates more with the TikTok audience. By shifting his focus to engaging content, Asta saw his followers jump from 6,000 to 14,000 in just a couple of months.
Asta believes his TikTok audience is quite different from his Instagram and YouTube followers. Many of his TikTok followers are unaware of his professional skateboarding background, which he sees as a great way to introduce himself to a new fanbase. He humorously notes that he’ll often see comments like, “Oh man, you should be sponsored!” highlighting the fresh exposure he’s getting.
Regarding brand incentives, Asta hasn’t seen much direct financial motivation for skaters to be active on TikTok. However, brands like Powell are encouraging their riders to be on platforms like YouTube. He notes that while he may not receive direct incentives, he believes that his TikTok presence helps build relationships and drive product sales. Interestingly, Asta also points out that branded posts seem to perform well on TikTok, with users more open to product-focused content. He observes that the platform’s nature is very “Check out this product and buy it!” driven, and educational or product-related content does well.
Asta also finds that TikTok feels less polished than other platforms. He mentions that if a post doesn’t perform well in the first few hours, he can delete and repost it, which is not something he would consider on Instagram. This flexibility allows for more experimentation and less pressure.
When looking for inspiration, Asta draws from video game creators on TikTok. He observes how they polish their content and strives to apply a similar level of strategy to his skate content. He acknowledges that skateboarding culture can be resistant to new trends, but he hopes to see more skaters embrace TikTok over time.
Asta admits to initial apprehension about how his foray into TikTok would be received, especially given his established skateboarding career. However, his track record and established presence in the traditional skateboarding world have seemingly helped his audience embrace his new venture. In fact, many other professional skaters have reached out to him, expressing interest in starting their own YouTube and TikTok channels.
Ultimately, Asta believes that TikTok’s potential as a major platform for skating will depend on whether skaters can start generating substantial income from it. He also notes that Instagram’s relevance might be waning, opening opportunities for other platforms to grow. Asta also feels that over-saturation on Instagram may have inadvertently diluted the impact of his video parts, which he now hopes to preserve through new content strategies on other platforms like TikTok.
BBY Yoshando: Personality-Driven Skate Content
BBY Yoshando, another prominent TikTok skater, initially didn’t find the platform appealing when he first tried it in late 2020. However, after encouragement from his girlfriend, he gave it another shot, and his first video gained 600-700,000 views. This initial success propelled him to post consistently, and he quickly saw his brand take off.
Yoshando believes his success stems from his unique approach. He noticed that many skate creators were posting similar, repetitive content. He decided to inject his personality into his videos, especially his skits, which showcase different types of skaters, particularly those in NYC and Cali, which resonated deeply with his audience.
Yoshando understands the appeal of his New York accent and uses it to his advantage. He’s also strategic about his video content. He has found that incorporating unique outfits, controversial statements designed to stir up comments, and recognizable locations like the LA courthouse helps make his videos more engaging. Voiceovers are another tool he employs for longer videos, keeping his audience hooked.
He emphasizes that skaters need to realize that they can build a large audience through diverse content, which can then funnel into their skating. Through TikTok they can build brand awareness that can translate to increased sales of boards, trucks, wheels, and other merchandise.
Furthermore, Yoshando highlights the financial opportunities on TikTok. The platform pays creators a significant amount of money, with an average of $1 per 1,000 views. This can lead to substantial income, especially with viral content. Yoshando says that with as little as 10,000 followers and 100,000 views in the past 30 days, creators can make a full income.
Despite the negative opinions some skaters have about TikTok, Yoshando remains unfazed. He’s aware of the opportunities and the new lifestyle the platform has provided. Major brands like Deluxe have taken notice of his content and reached out to collaborate, something he could only dream of in the past.
Yoshando believes TikTok will eventually overtake Instagram as the primary platform for skaters due to its financial incentives and the ability to build a personal brand. He argues that skaters can use the platform to show their personality and save their best tricks for video parts. He points out that it’s a way to fund their skate career without having to constantly risk injury for the sake of a viral clip. He’s also observed many of his skating idols are not as financially stable as they may seem.
Yung Gato: Sharing a Deeper Understanding of Skateboarding
Yung Gato takes a different approach with his TikTok content, focusing on sharing his experience and insights as a skater who isn’t necessarily “insanely good.” He aims to discuss the often unspoken aspects of skateboarding, giving tips and advice that many skaters have probably considered but never explicitly discussed. He has a series dedicated to understanding skateboarding on a deeper level, such as the concept of “floating” during an ollie rather than just jumping.
Gato has noticed that his content attracts both younger kids who may be new to the culture and more experienced skaters who are looking to deepen their understanding. He notes that some of his content, such as videos on “ABDs” (already been done) within skateboarding, has drawn some debate, with differing views on the unspoken rules and boundaries within the culture.
Interestingly, his demographic is primarily made up of people in their 20s, 30s and 40s. He notes that the culture is evolving, with many skaters recognizing the importance of taking care of their bodies, viewing it as a sport they can enjoy for a long time, which was not the case when the sport began.
Gato’s content ideas are constantly evolving. He aims to provide value to anyone who watches, not just skaters. He connects skateboarding to broader concepts, drawing parallels to other disciplines like art and fitness.
While Gato acknowledges that TikTok’s algorithm isn’t always favorable towards skate clips, sometimes classifying them as “Dangerous Acts”, he still sees potential for the platform to grow if these issues were resolved.
He has experienced some negative feedback but is not discouraged. He believes that he and other content creators who focus on different aspects of skateboarding are pushing against the grain. He remains optimistic that by consistently providing value, his content will become more accepted over time. He also acknowledges that brands like Braille and Revive may get negative feedback from some within the “core” skate scene, but they are also responsible for bringing many new people into the sport.
Chris Chann: Experimenting with Authenticity
Chris Chann started posting on TikTok in 2019, initially sharing skits and lifestyle content before adding skate clips. He feels his audience is mostly the same as on YouTube, but acknowledges that the two platforms are different. On TikTok, he believes you have to create more entertaining content because you have less time to capture people’s attention. In contrast, he describes his YouTube content as more free-form, where he can film hours of footage and then edit it down.
Chann felt less pressure when he started on TikTok, which allowed him to experiment with humor. He believes the platform emphasizes authenticity and rawness, distinguishing itself from other platforms like Instagram and YouTube. He also notes that TikTok’s algorithm prioritizes a constant flow of content, which encourages creators to post a lot of videos without the worry of diluting their brand.
Chann admits he was apprehensive about skateboarding on TikTok, which has a reputation for being “cheesy,” but he notes that the platform has made progress since its early days. He recalls a similar skepticism when Instagram videos first appeared, yet it has since become a dominant platform for skateboarding.
Chann is currently exploring live streaming on Twitch. He feels it offers another level of authenticity, which aligns with his creative goals. He believes that people are tired of “cancel culture” and prefer the rawness and freedom of live-streaming. He points out that platforms like Twitch and Rumble are more open to controversial content that would not be acceptable on YouTube and TikTok, which some viewers find refreshing.
When discussing burnout, Chann notes that it’s normal to feel like you need to reinvent yourself after doing something for a long time. This is a constant challenge as a content creator.
While Chann believes that TikTok could technically overtake Instagram, he’s surprised it hasn’t happened yet. He thinks that the skate community values staying on Instagram, which, he says, is “pretty cool, honestly.”
Conclusion: A Shifting Landscape
TikTok is rapidly evolving as a platform for skateboarding content. While it’s still early, it offers unique opportunities for skaters to engage with new audiences, build their brands, and even generate income. The platform’s algorithm encourages diverse content, leading some skaters to focus less on traditional skate clips and more on personality-driven content or educational tips. Whether TikTok will definitively surpass Instagram as the primary platform for skateboarding is still uncertain, but its impact on the culture is undeniable. As skaters continue to adapt to the ever-changing digital landscape, it will be interesting to see how these platforms and their influence evolve.
