Countdown to Paris 2024 Olympics
There are just a few months left until the XXXIII Summer Olympic Games kicks off in Paris from July 26 to August 11. Athletes from around the world are gearing up to showcase four years of sacrifice and hard work, while fans eagerly count down the days to see the Olympic flame lit in Paris and enjoy three weeks of Olympic sports.
During these Olympics, the anticipation is building earlier than ever before thanks to the work being done on social media by the Paris 2024 organization. The Olympics’ official accounts for Paris 2024 boasts more than 3 million followers. Their most popular channel is TikTok, with 912,500 followers, making up 30.4% of their total fan base. Throughout 2023, the official social media accounts for the Olympics increased their following by 148.3%, gaining more than 265,000 new followers.
Short-form video has been thriving across TikTok, Instagram Reels, and YouTube Shorts. Having three different platforms to publish content that aligns with the desired format is very useful for the social media department, as it saves time and expands reach.
When it comes to short-form video, memes are always trending. Memes are humorous pieces of content, that are copied and spread rapidly by internet users, often with slight variations. This year’s mascot and the Olympic’s creative team are feature in some meme content, which have been some of the most successful posts leading up to the event!
Tips from TikTok – The Olympics’ Leading Platform
In recent years, TikTok has seen remarkable growth. From 2022 to 2023, the platform’s total post count increased by 107%, based on Blinkfire’s 2023 Insights Report. This leading social media platform hasn’t missed the chance to shine as the favorite among users, athletes, and brands during the Olympic Games.
With the upcoming Olympics in Paris, TikTok has unveiled a guide for brands to make the most of the sports spectacle: “2024 Summer Games: Winning gold in the #ForYou Games.” This document shares relevant data about their connection with the Olympics, such as “85% of TikTok users intending to follow at least part of the 2024 Summer Games”.
Aligned with these recommendations, TikTok revealed how both established and lesser-known athletes can become overnight stars, and brands should take notice. TikTok advises partnering with less recognized figures, as 36% of users express interest in behind-the-scenes content at the Olympic Village. A brand might gain higher returns through collaboration with a less-known figure with greater potential for exponential growth.
An interesting fact shared by TikTok demonstrates that social media platforms go beyond sharing content with followers. Notably, 58% of users are equally likely to consume Olympics content on TikTok as they are to watch the live broadcast on television (57%). This underscores the importance of brand presence on TikTok and other social platforms to maximize reach during the Olympics.
TikTok emphasizes that their community has clear expectations for what they want to see during the 2024 Summer Games. Seventy-three percent of users enjoy connections between sports and other areas, such as gastronomy or fashion. In the report, the social media platform advises brands to seize these unique opportunities to stand out in this unique sports sponsorship opportunity.
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