As brands and content creators work to stand out on social platforms during the Olympics, Will Trowbridge, founder and CEO of Saylor, an entertainment marketing agency, shares winning media and digital advertising practices.Why should online content consumption during the Olympics matter to marketers?
Over 3 billion people watched the 2020 Tokyo Olympics on traditional broadcast channels and generated an estimated 8.6 billion engagements and video views across social media. Like all sporting events, these games provide a unifying opportunity for fans to engage with one another, support their team, and take part in a massive conversation.
Viewers are actively sharing their favorite moments with friends, making reels and TikToks, Tweeting their thoughts, and engaging in the fandoms of these elite athletes.
This surge of online activity across the globe provides an opportunity for marketers to enter the conversation in ways that feel organic and true to their brand. You know audiences are already engaged in this topic, so by connecting your brand to the Olympics, you can capitalize on the trending event and be a part of the conversation.
How can brands capitalize on the women in sports movement during the Olympic Games?
Partner with female athletes, celebrate their wins, and engage directly with their fan bases on social media. There is a real opportunity today to get in early with these athletes, leagues, and teams that won’t exist in the years ahead. Get involved in the movement now, show your commitment to these women and these sports. But don’t just capitalize, help these athletes drive the momentum forward.
What content trends ahead of the Games are the most intriguing?
Ahead of the Games, some of the most intriguing content trends are around the athletes themselves. Everyone loves an underdog. Everyone loves someone to root for. Human interest stories around the athletes themselves and how they got to where they are always lends itself to strong content ahead of the Olympics. The more people know about the athletes themselves prior to the Games, the more likely they are to feel connected to them while watching them compete. Keep an eye out for Olympic Village content, athlete crossovers, and Paris on display.
