The Paris 2024 Olympics weren't just about athletic prowess; they were a masterclass in human connection, largely orchestrated through the power of influencers. Dubbed the "TikTok Olympics," this year's Games saw social media engagement skyrocket, with TikTok itself witnessing a near-2000% surge in Olympics-related posts compared to Tokyo 2020, according to a GroupM report.

This digital wave wasn't just about spectators; athletes themselves took centre stage, sharing their journeys and personalities with unprecedented authenticity.

From South Korean shooter Kim Ye-ji's viral composure to Norwegian swimmer Henrik Christiansen's unexpected chocolate muffin fame, the Games transcended traditional sports coverage. Athletes like US rugby player Ilona Maher amassed huge followings, while Chinese gymnast Zhou Yaqin's endearing silver medal bite captivated hearts globally. Even brands cleverly leveraged the Games' social buzz, sparking conversations and playful rivalries.

This surge in social media engagement, particularly on platforms like TikTok, points to a fundamental shift in audience behaviour, says Rahul Titus, Global Head of Influencer at Ogilvy PR. He believes this marks a noticeable departure from past Games, where now the platform and its ecosystem are being "fully utilised" for the first time.

This new landscape requires a change in approach for brands, Titus argues. Simply relying on traditional advertising methods is no longer enough. "Creating a visually appealing TV ad with a logo at the end won't cut it anymore," he explains. Instead, brands need to view the Olympics as a "connected ecosystem" and engage with athletes "on the ground and on social media" before, during, and after the event. While this presents a more complex challenge, Titus believes the potential rewards are significant for those who get it right.

The rise of the athlete-influencer

"There were a number of influencer profiles who went into the Games with a fraction of the following they had when they left," notes Vickie Segar, Founder and CEO of WPP’s Village Marketing. "This should change the way brands look at choosing their ambassadors. The value of these smaller creators could be exponential by the end of the Games. Their content is being shared so widely, even beyond the platforms themselves."

Segar emphasises that brands missed an opportunity by not fully leaning into this trend. "While a lot of brands did leverage the reach and prestige of some major athletes, very few took advantage of the potential scale that working with a number of smaller creators could give them over the course of the two-week event."

A shift in content creation approaches

Segar also points out a critical shift in content creation. "In terms of content, many of the brands that worked with major athletes often had to film the content ahead of the Games." This pre-planned approach often lacks the immediacy and authenticity that audiences crave in the fast-paced social media landscape.

Mae Karwowski, CEO and Founder of WPP’s Obviously, echoes the importance of authenticity. "It was amazing to experience the Olympics through athletes' eyes, seeing behind the scenes and getting to know their personalities. This was such a deeper way to watch the Olympics than just seeing the events on TV with commentary about each person."

“This is an important shift for marketers to take into account,” she argues, creating opportunities for brands to connect with a wider range of sports and athletes, moving beyond traditional sponsorship models.

Arron Shepherd, Global CEO and Co-Founder of The Goat Agency, part of WPP’s GroupM, notes that this shift can apply beyond the walls of the Olympic Stadium, too. “Whilst the athletes are the stars of the Olympics, brands don’t necessarily need to partner with one for their influencer campaign. The great thing about live sport is that everyone can be a part of it, so for brands, it’s worth casting your net further and looking for macro and micro influencers that are genuine sport or Olympics fans,” he says, noting that these creators will have a deep understanding of their audience and can communicate messaging from the fans’ perspectives.

Beyond endorsements

Paris 2024 proved that influencer marketing in sports extends far beyond athlete endorsements. The Goat Agency’s Shepherd points to the genius of NBC's collaboration with Snoop Dogg. "No one would expect to see Snoop Dogg reporting on the Olympics," he says, "but people loved his entertaining, genuinely joyful content." This unexpected partnership demonstrates the power of tapping into diverse influencer spheres to reach wider audiences.

Shepherd emphasises the need for brands to embrace this shift towards a more inclusive and diverse influencer landscape, particularly regarding the Paralympics. "We expect to see more brands partnering with a diverse and inclusive range of creators during this time," he says, "but crucially brands should focus on making this a core pillar of their strategy going forward – not just whilst the Paralympics are on."

Short-form video takes the gold

Shepherd also highlights the need for brands to adapt their strategies for short-form video platforms. "2024 was nicknamed the 'TikTok Olympics' for a reason," he observes, highlighting the need for platform-native content that resonates with audiences on these platforms. "Remember that people don’t just want to see cutdowns of ads; they want platform native content. Think quickfire interviews with your athlete or brand ambassadors, think comedic skits or trend participation, think niche communities."

Karwowski highlights the impact of short-form video: "It seemed like everyone was watching the Olympics via TikTok and Reels, both for the clips of the best races, to the funniest memes and the most fun personalities of athletes in the Olympic village."

Village Marketing’s Segar agrees that brands should think about ways they can meet influencers in authentic and compelling ways. “It could be a content-creation moment over breakfast, on the way to the stadium, while grabbing a coffee. These provide the behind-the-scenes moments that audiences want to see and potentially provides unparalleled scale for brands.”

Three key takeaways for brands

The influencer strategies employed at Paris 2024 offer invaluable lessons for brands across all sectors:

• Embrace the unexpected and champion inclusion to unlock scale: Think outside traditional athlete endorsements and explore collaborations with creators who resonate with your target audience. Represent the diversity of your audience and prioritise partnerships with creators from underrepresented communities.
• Prioritise authenticity to enable connection: Allow influencers creative freedom to connect with their followers genuinely and organically. Audiences are compelled by a human story. Whether it’s with your athlete influencers or in a classic influencer campaign, look at how you can put their stories front and centre and build that connection.
• Make influencer a central part of your media plan: Don't treat influencer marketing as an afterthought, especially when trying to reach digitally native audiences. Brands need to prioritise influencer collaborations and integrate them seamlessly into their overall media strategy.

The "TikTok Olympics" marked a turning point in the relationship between sports, influencers, and audiences. By embracing authenticity, creativity, and the power of human connection, brands can leverage these insights to create impactful and engaging campaigns that resonate far beyond the world of sports.