While they also enjoyed TikTok because of the young audience that it connected them with, the NBA social media team executive said other apps were always a higher priority. “We like TikTok because it reaches a defined audience that is younger than all the other platforms but I still wouldn’t say it’s one of the most important platforms for us,” the NBA team’s social media executive wrote in an email. “It’s always been sort of a fringe platform that we have fun with and try to reach younger fans with but it’s never held the same weight as Facebook, Instagram, Twitter, or YouTube. When we saw how popular it was, and at the NBA’s suggestion, we added it to our mix and have been very successful with it but I don’t think it will noticeably hurt us to not have it.”