How Creators are Showing Up at the Olympics This Year

The 2024 Olympic Games are smart to intentionally tap into the power of creators and platforms to provide storytelling options beyond the traditional TV screen. Creators will be covering events, storylines and culture in a 360 degree fashion, as many have been invited on-site to cover the games in their own unique perspective. For those at home, creating content around how the athletes and events unfold will piggy-back off of the massive social media conversation that is taking place.

From a media perspective, a big upside of the Olympics is the runway of qualifying events leading up to the actual games. There are countless storylines being built in the months leading up to the opening ceremony, in which creators can start making content around. This helps their audience get excited about the games and also primes them to expect more coverage as the Olympic Games go on. Additionally I’ve seen an uptick in brands sponsoring Olympic-themed content over the last few weeks as the anticipation builds. My clients have tapped into the momentum by posting about everything from the athletes qualifying to the fashion and culture in the Olympic villages.

I think a prominent type of content we’ll see, especially on TikTok, are fan edits of their favourite athletes and personalities. Custom edits have been some of the most impactful and shared marketing tools over the past year. For many folks, a catchy edit is their introduction into specific topics or moments that they may have not previously have had access to. We'll see many non-sports fans converted into an invested audience of an athlete or new sport they just discovered. A few examples are included here and here.