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Liverpool businesses urged to up their TikTok game to capitalise on Eurovision


Susan Finnegan, commercial director for Culture Liverpool, has told local businesses to up their TikTok game to make the most of the city’s forthcoming Eurovision boom.

Speaking at an event for stakeholders on Wednesday afternoon, and flying in the face of advice from the US and EU governments, who have recently banned TikTok from their devices, Finnegan said global TikTok influencers were expected in the city for the contest, along with the 1,400 accredited traditional media, and said TikTok ideas and tips would be available through the business support section of the council website.

Finnegan added: “We know content is king and 40 per cent of Gen Z turn to TikTok and Instagram before performing a traditional Google search.”

Branding will also be available for organisations to download to announce they are “proud to welcome” Eurovision.

Addressing the same event, Andi Herring, chief executive of Liverpool City Region Pride Foundation, said training sessions for businesses were on offer as part of a You’re Safe Here, Get Eurovision Ready campaign to ensure all visitors were given a warm welcome, while schools and communities will also be able to get involved through Eurolearn and Eurostreets programmes.

Liverpool City Council chief executive Theresa Grant took the opportunity to tell the audience that Eurovision could put the city region “back on track” after its visitor economy was devastated by Covid.

She said: “We are confident that we are on the road to recovery and this event is going to firmly put us back on track for that recovery. We are delighted to be part of the incredible work taking place, not only in Liverpool but across the city region, which will have a lasting legacy well beyond the main event.”

Liverpool will host this year’s Eurovision Song Contest in May on behalf of Ukraine, which won last year’s competition but was deemed unsafe as a venue for this year’s final due to the ongoing war with Russia. Over 100,000 people are expected to visit Liverpool for the annual contest.

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