The most digital Olympics ever: The role of social media in the Paris 2024 Games
This year's 2024 Olympic Games marked a turning point in the digitalisation of sport, as the International Olympic Committee (IOC) gave athletes the green light to publish content about the event on their own social networks. This initiative has allowed athletes to share content on their profiles to create a more human and authentic connection with their fans. From the opening and closing ceremonies to the training sessions and finals of each event, and even the latest trends on Tik Tok, the protagonists of these Games have been able to show their followers in the first person.
The data is compelling:
A boom in interactions: With 3.2 billion expected interactions, Paris 2024 has broken records for digital engagement. Platforms such as Instagram, TikTok and Twitter were at the centre of memes and viral moments. The first week of the Paris 2024 Olympic Games has already seen a remarkable surge, with numbers three times higher than expected. According to Alejandro Lifschitz, the IOC's Deputy Director of Digital Engagement and Marketing, there were 11 million interactions by 6 August, 80% more than for the entire Tokyo 2020 Olympic Games. Digital searches have also tripled compared to previous Games and the IOC's online community has grown with 27 million new followers.
Athletes connected: Athletes have been given the freedom to share their Olympic journey, giving an unprecedented insight into their daily lives. From intense training to relaxation and camaraderie. Not only have they connected with their fans, but they have also grown their fan communities, such as Simone Biles with 7.4 million followers, an increase of more than 100,000 since the start of the Olympics. This is a clear example of how the Olympics have increased the reach and influence of athletes on these platforms. In addition, this initiative has enabled the humanisation of the athletes, which is directly linked to their online reputation. Biles has received countless expressions of support and affection through social media after going public about her experiences with depression and the abuse she suffered as a teenager.
Global reach: As expected, participation and engagement was massive. With millions of people following every second of the Games in real time, social media has provided an inclusive and dynamic experience that no other medium can match. Between 22 and 29 July, during the opening of the Olympic Games, a reach of one billion users was recorded.
Brands at stake: Social media is a key platform for brands. Through creative campaigns and collaborations with athletes, brands can reach a global audience, increase their visibility and create an emotional connection with consumers. This year, brands such as Samsung have used this marketing tool under the name 'Open always wins' with the presence of skateboarder Aurélien Giraud, Paralympic athlete Johannes Floors and breakdancer Sarah Bee, pushing the limits of the screen as a symbol of their support for openness and tolerance. Also from Allianz, the 'Get ready for Paris' campaign, a ten-part series following the careers of athletes from around the world.
There is no doubt that social networks and new technologies are now, more than ever, one of the most used and efficient means of communication and dissemination, not only for regular users, but also for brands and important personalities, and the Paris 2024 Games are clear proof of this. Measuring them is the key to understanding how they work, what the audience's interests are and how they influence today's society and, above all, brands. At Zinkdo, we know this very well, and we can help you design the best digital strategy and carry out an in-depth analysis of your company's or your personal brand's online reputation. Get in touch with us!