The Data Behind Paris 2024 Olympics’ Instagram and TikTok Success
At Blinkfire, we have closely monitored all the sports and social media activity during the Paris 2024 Olympics. We aimed to analyze the content shared on the event’s official channels since the opening ceremony. Before the Games began, we analyzed the distribution of followers and some of the most entertaining TikTok videos. Now, we’re evaluating performance in terms of engagement and views, and identifying the most popular posts.
Instagram Takes Gold
From Friday, July 26, to Sunday, August 8, the official channels of Olympic Games Paris 2024 experienced remarkable growth. They gained over 2.3 million followers, raising their fanbase to 7.6 million. Instagram emerged as the platform with the highest growth, adding 1.2 million new followers, followed by TikTok with 600,000 new followers.
In terms of total engagement, Paris 2024 surpassed 44.6 million interactions, with an average of 17,000 interactions per post. Short-form video platforms, Instagram and TikTok, delivered the best results.
Instagram stands out as the network with the highest engagement, reaching 35.7 million interactions, which accounts for 80% of the total engagement across all Olympic Games Paris 2024 channels. The average interactions per post on Instagram are impressive: 56.4K. TikTok also achieved remarkable figures with 5.7 million interactions across 176 posts, averaging 32.8K interactions per post.
Most Popular Posts: Top 3 Engagement
The early days of Paris 2024 featured an unexpected star: Snoop Dogg. The American rapper surprised everyone by carrying the Olympic torch before the opening ceremony, and his image quickly went viral, flooding social media. His presence not only created a significant buzz but also directly impacted the social media performance of Paris 2024, with the three most popular posts featuring him as the undeniable focal point.
When it comes to video views, Instagram and TikTok lead with nearly 150 million views combined. Instagram achieved 115 million views across 57 videos, with an impressive average of 2 million views per post, while TikTok reached 350K views per post.
Most Popular Posts: Top 3 Video Views
Social media platforms are key in promoting and disseminating major sporting events, and there is no bigger global event than the Olympics. You don’t need millions of followers to have an effective marketing strategy that achieves a true connection with the audience. Fans are interested in backstage stories, whether they are from the most media-covered competition or the most humble.
The analysis of Paris 2024 content, with Snoop Dogg as a central figure, demonstrates that secondary actors can shine brightly and attract new followers and brands to your organization. The rapper’s involvement shows how personalities outside of the sports world play a crucial role in promoting events, expanding follower bases, and attracting brands seeking to partner with major sporting events.
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Blinkfire’s patented and proprietary AI and computer vision technology enables rights holders, brands, agencies, athletes, and influencers to precisely track and value all your social media content. With Blinkfire’s advancing reporting tools, users can unlock new insights into the value of their content.
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[…] The Olympics are a global cultural stage where brands can tap into an exciting and emotional sports atmosphere. With billions of viewers and massive social media engagement, the Olympics offer a rare moment for connection with a worldwide audience. The official Milano Cortino 2026 accounts already have 727k followers, while the official Olympic accounts boast 132.9M total followers. Brands leverage this by aligning with core Olympic values, such as excellence and teamwork, to build long-term loyalty with fans. Explore some of the best brand partnerships and content surrounding the Winter Games. […]