Neymar’s return boosts coastal team, which is ahead of Flamengo and Corinthians on the platform
The became the Brazilian team with the largest number of views on Tiktok, reaching about 500 million hits in 2025. The result puts the club ahead of other major national teams, such as Flamengo, Corinthians, Palmeiras and Sao Paulo. According to Deportes & Finanzas, Santos obtained 374 million views on the platform only in February, a number of the sum of the 4 clubs mentioned.
The increase in social networks, especially in Tiktok, occurred after Neymar’s return to the club in late January. The player’s return to the Alvinegro boosted Santos’ digital presence. Prior to speculation about Neymar’s return, the club had 3.5 million followers on Instagram. Today, this number increased to 7.4 million, surpassing Palmeiras and São Paulo in number of followers on the platform.
Marcelo Teixeira, president of Santos, stressed the importance of the club’s digital strategy and the impact of Neymar’s arrival. “Since 2024, Santos has improved internal processes and invested in the production of content on social networks. Of course Neymar’s arrival helps us a lot in terms of repercussion and visibility, whether in Brazil or worldwide, no wonder the numbers have exploded, but we had already been a major growth. Neymar’s return has everything to bring even more impacts on the sports and financial aspects ”he said.
In addition to success at Tiktok and Instagram, Santos’ number of Santos-owners increased from 46,000 to 70,000 in January, representing a 52%growth. This increase exceeded the previous record of the 42%club, reached when it competed in only two competitions.
Armênio Neto, Santos’s marketing manager, also highlighted Neymar’s impact on the club’s social networks. “We were already investing more on our social networks and generating content before Neymar’s return, but undoubtedly his arrival more than doubled the numbers we had, especially when we talk about audiovisual, Instagram and Tiktok. There have been more than 20 million views on Santos TV YouTube since then, a number we practically only see in European clubs ”these.
