After more than 15 days of competition, the Paris 2024 Olympics are over, leaving us wanting more. The games were marked by historic feats, the brilliance of veteran athletes and the arrival of new stars. Brazil received its well-deserved recognition for its Olympic talents, especially its women, who were crowned the winners of the edition.
Given this scenario, what were the most mentioned topics on social media? The featured athletes? The favorite sport? BR Media released this week an analysis of what generated the most engagement on social media during the competitions.
It’s gold in digital engagement
The research analyzed around 680 thousand mentions between July 24 and August 11. And when exploring the sentimentalization of mentions in the online universe, 32% (217,116) had positive content, with the greatest emphasis on comments supporting Brazilian athletes and cheering for the country.
- On the other hand, negative mentions total around 38% (257,876) with publications about possible “robberies” through refereeing, and suspicions of doping by athletes from the United States.
- The closing ceremony also had a negative connotation, due to publications comparing it to the closing ceremony of the 2016 Olympics, which took place in Rio de Janeiro. In general, the games were compared to those held in other countries, with negative points being made about the food provided to the athletes, the water from the Seine River, and the general accommodation.
- During the competitions, some days marked peaks in the digital world, such as: the opening of the Olympics, on July 26th, with 18,379 mentions. Another big highlight was August 3rd, with 47,035 comments, when Rebeca Andrade received the silver medal. However, the peak occurred on August 5th, with 69,529 mentions, when the queen of gymnastics received the gold medal in the final and Gabriel Medina was left out of the final of his sport.
“The Paris 2024 Olympic Games, more than ever, were the Olympics for athletes establishing themselves as content creators, given the growth of the Creators Economy. It is important to highlight that the previous edition (Tokyo in 2020) was the beginning of the transformation of athletes into influencers, but with games marked by protocols for the COVID-19 pandemic, which limited the potential reach of those Olympics. In this edition, we reached maturity and this was reflected in the digital world, with athletes shining on the court, sand and sea, but also promoting a lot of entertainment and connecting with the public through social media”, comments Celso Ribeiro, founder and managing partner of BR Media.
In the general ranking of posts with the highest engagement on Instagram, considering those that mention #olimpiadas, “Alfinetei” comes at the top of the list, with around 717 thousand likes when talking about Laís Souza’s emotion with Brazil’s victory. It is worth remembering that the former gymnast was one of the greatest in the country and was paralyzed from the neck down in a training accident for the Winter Olympics in 2014.
The posts that got people talking
In the Olympics that gave voice to social media, athletes found a way to stay in the spotlight with a window of opportunity to get closer to the public and also monetize with sponsored content and partnerships with brands.
- Gabriel Medina, whose iconic photo was shared around the world, received more than 9 million likes on his post.
- Rebeca Andrade has already collected over 4 million hearts with her content about the gold medal.
- Rayssa Leal was also not left behind and her post received more than 3 million likes.
“The Paris 2024 Olympic Games, more than ever, were the Olympics for athletes establishing themselves as content creators, given the growth of the Creators Economy. It is important to highlight that the previous edition (Tokyo in 2020) it was the beginning of the transformation of athletes into influencers, but with games marked by protocols for the COVID-19 pandemic, which limited the potential reach of those Olympics. In this edition, we reached maturity and this was reflected in the digital world, with athletes shining on the court, sand and sea, but also promoting a lot of entertainment and connection with the public through social media”, comments Celso Ribeiro, founder and managing partner of BR Media.
No In the general ranking of posts with the highest engagement on Instagram, considering those that mention #olimpiadas, “Alfinetei” tops the list, with around 717 thousand likes when talking about Laís Souza’s excitement with Brazil’s victory. It is worth remembering that the former gymnast was one of the greatest in the country and was paralyzed from the neck down in a training accident for the Winter Olympics in 2014.
Is Brazil still the country of football?
Even with other fronts gaining space and new talents being recognized, the The sport with the highest number of mentions (over 250 thousand) since the beginning of the games is still footballbeing linked to the women’s team, and the player Marta. Next we have volleyball, with more than 100 thousand comments, due to the large number of fans and supporters of the sport. Third comes judo with more than 50 thousand mentions, motivated mainly by the gold medal won by athlete Beatriz Souza, and by the bronze medal won by the team.
The Olympics are theirs
- The queen of football is also the queen of mentions, with more than 50 thousand comments. Marta leads the list, with her name linked to the expulsion in the game between Brazil and Spain and the fact that it will be her last Olympics.
- Rebeca Andrade is the second name with the highest number of publications, totaling more than 40 thousand mentions, the majority of which come from fans during the games, and memes involving her name and Simone Biles.
- Ana Patrícia enters the ranking of most mentioned names due to her performance during the game with her partner Duda Lisboa, and for the fight with the opposing team’s player Brandie, during the last game that resulted in a gold medal for Brazil.
“It is a fact that the Olympics provide the spotlight for sports and athletes to stand out. And with fewer restrictions than in other games, the digital phenomenon has only grown. Creators, as well as the athletes themselves, captured and amplified the vibrant essence of the Paris 2024 Olympic Games, produced a huge volume of content on social media and gained millions of new followers. The increase in emotion and interaction among people who followed, cheered and engaged with the talents was also notable. Even the official profiles of the Games joined in the memes. Brazil achieved historic results and now it is time to take advantage of all this visibility and give a voice to new names and national athletes”, reinforces Celso Ribeiro.
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