The 2024 Paris Olympics is a trending topic on social media, with the different platforms being especially active this summer. This is common with Gen Z and millenials, with a survey by marketing agency re:act showing that 62% of people aged 25 to 34 use social media more during these events. For those aged 16 to 24, the number was 53%.
Even with TV still being the main way people watch sports and reality shows, the social hype keeps growing. The survey also showed that about 18% of millenials and 17% of Gen Z now prefer catching up on events via social media. This trend gives brands a great chance to connect with these age groups during popular events.
Unpacking Iconic Events On Social Media
This can be seen with how the X, TikTok and Instagram audiences gathered to unpack and discuss the latest season of Love Island. About 45% of people aged 25 to 34 and 44% of those aged 16 to 24 said they are seeing more Love Island-based content this summer. This also makes the programme more popular, by sparking other social media users’ interest and convincing them to join in and watch.
Tom Stone, co-founder of re:act said: “Engaging with major cultural events on social media offers brands a prime opportunity to connect with Gen Z and Millennials. These events don’t come around too often, and brands must be prepared for them well in advance to get the most out of campaigns.” Around 32% of survey respondents believe that brand content makes following events like the Olympics and Love Island more fun. This feeling is especially true with 58% of millenials and 52% of Gen Z agreeing that brands add enjoyment to these events.
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How Can Brands Use Trends And Algorithms?
Social media algorithms push out content that trends as a way to keep users hooked on the app for longer periods of time. During events such as the Olympics, we no longer just watch athletes as social media now lets us into their personal lives, their time during the Games, and other behind the scenes content that users enjoy. Behind-the-scenes content is particularly popular, with about 20% of social media users, and 32% of those aged 25 to 34 finding this type of content the most engaging.
Other popular types include direct engagement with Olympics-based campaigns and reactive content after wins or disqualifications, for example. Brands have captured this value, and now, even sponsors are taking to socials to join in on the discussions. One of the latest trends among brands is commenting on viral videos as a way to join in on the conversation.
This on its own has quickly made certain brands fan favourites, and in turn, end up growing brand audiences. The survey showed that 57% of people aged 25 to 34 and 48% of those aged 16 to 24 are more likely to buy from brands they interact with on social media. Stone shared, “By creating resonant and dynamic campaigns, brands can capture the attention of these key demographics, driving both engagement and loyalty. The value here is clear: effective social media strategies during such events can significantly boost brand visibility and consumer connection.”