We’ve been building something special together with the Union Cycliste Internationale (UCI) over the years. This week, we hit one million followers on TikTok, up from 10,000 when the partnership began in 2022!

We agreed from the start that real growth takes consistency over a long period and created a proper strategy. No guessing, no assumptions. We did real research into the biggest segments of casual fans UCI needed to reach, followed by proper positioning: what role will UCI play in these people’s lives? Then we set long-term SMART objectives to make sure we were working toward something measurable and everyone was clear on what success looked like.

The majority of sustained growth takes time – we made clear to UCI at the very beginning that we need to think in years, not months. Something that takes real patience.

Based on our findings, we made use of unrivalled access to event footage, behind-the-scenes content with elite cyclists and consistently fresh ideas and creative to build to this incredible milestone.

We’ve used SportOnSocial to measure audience growth but also to monitor the actual impact the account is having on UCI and its wider goals. Can the content we’re posting be attributed back to UCI? If yes, how is it shaping what people think of UCI?

Here’s to the next million!