Social media often functions, wittingly or unwittingly, as a major form of advertising. When users post pictures of themselves drinking Pepsi, they are unwittingly promoting it. Given the incredible amounts of time that millions of people spend on social media, it makes sense that companies would be looking to social media for predicable, controlled advertising solutions. To that end the NFL recently announced a new collaboration with TikTok, a social media service owned by the Chinese company ByteDance. The NFL hopes that TikTok will help to get popularity points with its generation z users given that it was the third most downloaded application in the US during the first quarter of this year. The need comes after Morning Consult data showed that football is losing popularity among younger people – TikTok’s audience – because they’re watching less TV and they’re playing less football because of head injury concerns. The NFL is going where their future audience is to drive them back into the fold. Adapt or die.