Paris Using Social Media to Reignite Olympic Interest 

Every four years, the Summer Olympics takes center stage, and in 2024, Paris rolled out the red carpet for over 10,000 athletes from 206 countries. The city of lights and romance, known for its charming cafes and stunning vistas, set the scene for a dazzling 19 days of intense competitions. 

Before the games even began, Paris captured global attention with a breathtaking full moon rising behind the Olympic rings at the Eiffel Tower. This spectacular sight was just the beginning of a whirlwind of social media frenzy that defined the Olympic circuit. 

However, the landscape of Olympic viewership has been changing. According to a Gallup survey conducted before each Olympics, the U.S. audience for the 2024 Paris Games was projected to be the smallest ever recorded. Only 35 per cent of U.S. adults indicated they planned to watch the Games extensively (10 per cent) or moderately (25 per cent). This marks a significant decline from 48 per cent for the 2016 Olympics and nearly 60 per cent from 2000 to  2012. This dip in traditional viewership reflects broader trends in how audiences consume media (Gallup, 2024). 

Despite this decline in conventional TV viewership, the 2024 Games represented a major shift towards digital consumption. The event was streamed for an impressive 23.5 billion minutes across NBC Universal’s digital platforms. This figure surpasses the combined streaming totals for Tokyo 2020 and Beijing 2022 by 40 per cent, highlighting the growing importance of digital platforms in the modern Olympic experience. 

On the social media front, Paris 2024 saw remarkable engagement. NBC Sports reported 2.8  billion social impressions, a 176 per cent increase compared to Tokyo. This surge in social media activity underscores the role of digital engagement in revitalizing global interest in the Olympics.  However, this rise in social media presence also comes with challenges. The International  Olympic Committee (IOC) faces difficulties attracting cities to bid for the Games due to the exorbitant costs of hosting, which could be exacerbated by social media’s increased visibility and scrutiny. 

Paris itself has faced some criticism. Reports of cleanliness issues with the Seine River and complaints about the Olympic Village’s conditions, including viral videos on TikTok of athletes joking about cardboard beds and unairconditioned rooms, have circulated widely. Notably, a post by U.S. rugby player Ilona Maher criticizing the beds garnered 1.7 million likes, demonstrating the power of social media to amplify such issues. 

Despite these controversies, the Games had plenty of highlights. One standout moment was the U.S. Women’s gymnastics team’s gold medal win on July 30. NBC captured the team’s joy and camaraderie as Simone Biles and Suni Lee planned their celebratory TikTok videos. Their playful banter about which videos they would create showcasing their goldware and subsequent posts went viral, showcasing the personal side of Olympic athletes and adding a unique layer to the Games’ coverage. 

Another historic highlight was the achievement of all black women podiuming in gymnastics for the first time in Olympic history. This milestone resonated deeply across social media, reflecting a broader cultural significance. 

The Opening Ceremony was a major success, drawing 28.6 million viewers across NBC  and Peacock. This represented a 60 per cent increase over Tokyo’s Opening Ceremony viewership and an 8% increase compared to Rio de Janeiro in 2016. The early days of the competition saw NBCU averaging 33.8 million viewers, which included a new twofold primetime approach involving Paris prime (2-5 p.m. ET) and U.S. primetime (8-11 p.m. ET) periods. This made Paris the most-watched Olympics in 12 years, trailing only London  2012, which averaged 31.1 million viewers (TheWrap, 2024). 

The allure of Paris itself was a significant factor. The city’s accessible time zone and stunning backdrop made it an attractive host, in contrast to the more challenging time differences experienced with previous hosts like Tokyo. The city’s charm undoubtedly contributed to the  Games’ high viewership and overall appeal.

Another notable moment involved U.S. gymnast Stephen Nedoroscik, known as Pommel Horse  Guy. As he rested before his event on July 29th, he caught the internet’s attention. NBC quickly capitalized on his fame by sharing his story and increasing viewer interest, demonstrating the network’s agility in leveraging viral moments to boost engagement (TheWrap, 2024). 

NBC’s social media strategy has proven effective. The 2024 Games generated two billion video views and 135 million engagements, marking increases of 347% and 455%, respectively,  compared to Tokyo. Additionally, the network gained 3 million new social followers, including  1.6 million on TikTok alone. This represents a fivefold increase in follower growth compared to  Tokyo. 

TikTok was pivotal in this engagement, with 1.5 million posts using #Olympics and more than 891,000 posts with related hashtags. The platform’s partnership with the IOC to launch an interactive hub for Paris 2024 further amplified interest. The hub featured medal standings and top videos, allowing users to collect cards and win prizes, contributing to the platform’s explosive growth during the Games. 

The IOC adapted to the digital age by allowing athletes to post up to two minutes of content from the Opening Ceremony and the Olympic Village, though not from the events themselves (TheWrap, 2024). 

NBC also invested heavily in content creators. The Paris Creator Collective, a partnership with  Meta, Overtime, Snapchat, TikTok, and YouTube, involved 27 top creators with exclusive on-the-ground opportunities in Paris. This approach, which began in Rio, evolved into a more  

extensive strategy for Paris, demonstrating the network’s commitment to integrating social media influencers into the Games’ coverage (TheWrap, 2024). 

Overall, Paris 2024 has highlighted the shifting dynamics of the Olympics, where digital engagement and social media have become integral to the Games’ global presence. The event has demonstrated how the modern Olympics can thrive in a digital age while facing new challenges and opportunities. 

Looking ahead to the 2028 Summer Olympics in Los Angeles, the event will feature celebrities and influences to carry the momentum forward. 

N.B. This article was edited with the help of AI.