The Power Of TikTok And Billiards Retail

How TIKTOK INFLUENCERS Are Transforming Billiard Retail

By Charles S. Donnavan

In recent years, social media platforms have revolutionized the way brands market their products, and TikTok has emerged as one of the most influential channels for reaching younger audiences. For billiard retailers, this digital shift presents both opportunities and challenges.

Jack Johnson, marketing director at Rhino Rank, which works with thousands of brands to turn clicks into customers, especially through influencer-led campaigns, notes TikTok influencers are transforming the landscape of billiard retail marketing.

“By leveraging viral trends, authentic content, and community engagement, retailers can reach new audiences, boost sales, and revitalize interest in cue sports,” he says. “The key lies in understanding the platform’s unique culture, partnering with the right creators and creating content that resonates with viewers.”

As TikTok influencers continue to shape consumer behavior, understanding how to leverage this platform effectively can lead to increased brand awareness, higher sales and a revitalized interest in cue sports.

Logan Rosselli, founder of Rosselli Media Management, a California-based marketing and PR agency, notes the true power of the TikTok influencer is that they have rapport and trust with their audience.

“For people who are unfamiliar with the game of billiards, this is a big deal because this existing relationship will likely cause them to give more attention to learning about the game than if it was just a random ad or account,” he says. “Many young people see billiards as an obscure sport for old people, bikers or something to just fool around with at the bar if it’s already there; an influencer partnership can be a really powerful way to show them it’s more than that.”

THE RISE OF TIKTOK

TikTok, launched in 2016, has grown exponentially, boasting more than a billion active users worldwide. Its short-form video format, algorithm-driven content discovery and viral trends make it a powerful tool for niche markets – including billiards – to connect with audiences that traditional advertising might not reach.

Unlike traditional marketing channels, TikTok allows for authentic, entertaining and highly shareable content. For billiard retailers, this means that showcasing products, demonstrating techniques or sharing behind-the-scenes footage can organically reach vast audiences, often without the need for hefty advertising budgets.

INFLUENCERS AS AUTHENTIC BRAND AMBASSADORS

One of TikTok’s defining features is the rise of influencers – individual creators who have cultivated large, engaged followings. In billiards, influencers often include skilled players, hobbyists or enthusiasts who share their passion through tutorials, trick shots or product reviews.

These influencers serve as authentic brand ambassadors, providing credibility that traditional ads often lack. When a respected player demonstrates a new cue or shows off a tricky shot, their followers are more likely to trust and consider purchasing similar equipment.

For example, a well-known trick shot artist showcasing a custom cue in a viral video can generate immediate interest and drive traffic to a retailer’s website or storefront. This peerto-peer recommendation effect is powerful, especially when combined with the influencer’s personal storytelling and engaging presentation style.

“If your goal is to get people who already enjoy billiards to your shop, then partnering with a billiards influencer already in the niche is what I would recommend, or simply running high quality, well-targeted ads,” Rosselli says. “The latter could be just as effective and possibly more cost efficient. If you are trying to bring new people to the sport and your shop, then it would be worth going outside of the niche, finding an influencer who speaks well to your target audience and partnering with them to make the sport look fun and exciting.”

Rosselli suggests giving the influencer an idea of what you want and the key things they need to include, but they know their audience so let them do what they do best, which is make interesting content.

“Influencer partnerships can be a little difficult to manage if it’s something you’re unaccustomed to so I think it’s worth considering partnering with a marketing agency to get it done,” Rosselli says. “You may spend a bit more money, but I also think you're more likely to get a better return on the investment.”

John Robbins, a digital marketing strategist in Florida, recently worked with a billiard retailer who wanted to use TikTok but didn’t have the budget to team up with big influencers.

“He handpicked a few smaller creators and paid a reasonable amount for their work,” he says. “The video wasn’t professionally shot – it was casually filmed on an iPhone. It showed people playing pool, trying trick shots and just hanging out and having a good time. In just two weeks, he saw about 30 percent more people walk through the door. Many of them were younger folks discovering billiards for the first time.”

CONTENT IDEAS THAT DRIVE SALES AND ENGAGEMENT

Billiard retailers can harness TikTok influencers through various content collaborations:

For instance, influencers can showcase the features of cues, cases, balls or accessories, highlighting quality, craftsmanship and usage tips. They can also highlight tutorials and game tips. Sharing skill-building content encourages viewers to try billiards themselves, creating a new wave of enthusiasts who may seek out equipment from retailers.

Another great idea is creating or participating in viral challenges, such as trick shot contests, which can boost visibility and encourage user-generated content that promotes your brand.

Behind-the-scenes content is also valuable. Showing the manufacturing process, store tours or staff stories humanizes the brand, building trust and loyalty.

Lisa K. Sass, senior PR and social media manager for Proof Publicity, believes TikTok is an amazing and powerful discovery tool, especially for niche interests like billiards.

“The key to sparking interest in billiards is to work with influencers who create content that’s less like ads and more like entertainment,” she says. “The more engaging the content, the more impact it will have. Think of creators who specialize in bar games, sports tricks, or ‘oddly satisfying’ videos. Even those who feature bars would be a good fit.”

Sass recommends tapping into influencers with an audience that already enjoys a fun, laid-back lifestyle, as well as gaming or recreational sports content.

“Videos should consist of trick shot challenges, funny fails or casual matches with friends, local billiard shops and more,” she says. “All that really matters, though, is that content feels authentic. Viewers are more likely to engage and want to join in on the conversation when influencers are truly enjoying themselves, which inspires them to visit a store to experience it for themselves.”

THE POWER OF VIRAL TRENDS AND HASHTAGS

TikTok’s algorithm favors trending sounds, hashtags, and challenges. Retailers can tap into these trends by aligning their products with popular themes, encouraging influencers to incorporate their cues or accessories into trending videos. Using hashtags like #Billiards, #PoolTrickShots, or #CueLife can increase discoverability.