TikTok take-off for FIS Ski Jumping
Mar 27, 2025·Inside FIS)
At the start of the 2024/25 FIS Ski Jumping World Cup season, FIS launched a new @fisskijumping channel on TikTok. To say it has surpassed expectations would be an understatement.
Ahead of this weekend’s finale at Planica (SLO), the TikTok channel has reached an audience in excess of 200m. That compares with a reach of 54.6m on Instagram and 37.7m on Facebook.
In less than six months, FIS Ski Jumping’s TikTok has attracted 206,500 followers to overtake @fis.ski (180,000) as the most popular FIS channel on the platform. The majority of TikTok followers are from the United States (13.4%) with 3.6% from Brazil and 3.2% from Algeria.
Behind this success story is Ski Jumping’s unique potential for viral video - even in countries with little snow sports history - allied to the accessibility of the TikTok medium. Epitomizing both of these qualities is the most successful TikTok in FIS history: Daniel Huber’s epic leap in Vikersund (NOR) at the tail-end of last season, filmed with a mobile phone.
This clip has been viewed close to 110m times with an engagement rate of 8.6%. And the video of Nika Prevc breaking the women’s world record at the same venue earlier this month may go on to overtake it. In less than two weeks, it has attracted over 15m views at a 10.5% engagement rate.
@fisskijumping Nika Prevc 🇸🇮 is craaaaazy… 🤯 #fisskijumping #wintersport #crazy #flying #wings #insane #dontdoit #record #worldcupvikersund ♬ dźwięk oryginalny - serek skoki
Across all FIS Ski Jumping social media platforms, the total reach figure of 293m is over double that (137m) from the same period last year. The breakdown by gender is 64% male to 34% female on Tiktok with 62-38 on Facebook and 65-35 on Instagram.
“The dream of flying is as old as humanity itself, and there’s nothing that feels as close to that dream as Ski Flying and Ski Jumping,” says FIS Digital & Innovation Director, Benjamin Stoll. “That visual appeal of bodies flying in the air is proving to be just the kind of exhilarating video content that fans on TikTok are looking for.”
Women’s Ski Jumping continues to grow in popularity with athlete-led behind the scenes storytelling on social media generating significant interest. After last week's women’s World Cup Finals in Lahti (FIN), FIS released the second episode of a new Vlog format with Canada’s Alexandria Loutitt shot at the recent Nordic World Ski Championships in Trondheim.
Expect more thrilling social media content this weekend from the men, as the FIS Ski Jumping World Cup reaches its climax on the famous Planica ski flying hill.
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