The Youth Lab

The Games have been more entertaining than ever, with countless moments going viral. TikTok has played a key role in making the Paris Olympics feel like a truly shared cultural event. With over 1.2 million videos posted under the hashtag #Olympics, the platform has seen unprecedented engagement, a significant jump from the 62,000 videos from the Tokyo 2021 Games.

"SAD TO SAY I DIDN'T MAKE THE CUT" TREND

TikTok's latest trend, “Sad to Announce I Did Not Make the Cut for Paris 2024,” humorously showcases athletic failures set to a jazzy version of the American national anthem. This viral meme, which has over 30 million posts, includes everything from pole vault mishaps to diving board blunders. Notable participants include Gabe Coaster, whose pole vaulting fail has over half a million views, and even Team USA gymnast Suni Lee, who shared her own balance beam fall. The trend highlights a fun and relatable side of sports, emphasising that everyone, including Olympic athletes, experiences moments of failure.

SPOTLIGHT MOMENTS

Do You Know the Muffin Man? Norwegian swimmer Henrik Christiansen, dubbed "The Muffin Man," has become a TikTok sensation with over 83 million views. His love for the chocolate muffins in the Olympic Village has charmed millions and is emblematic of TikTok's diverse Olympic coverage.

Sprinting star Noah Lyles has kept fans on their toes by incorporating his love for Yu-Gi-Oh! cards into his pre-race rituals. His playful nods to anime culture have sparked a wave of online discussions and highlighted the growing connection between anime and Olympic athletes this year.

Anthony Ammirati, the French pole vaulter, went viral on Aug. 3 after a video of one of his pole vault attempts from the Paris Olympics made it appear like he knocked down the crossbar with his "bulge." In reality, he failed the jump before his crotch hit the bar — he first hit it with his shins, followed by his knees. Ammirati was attempting to qualify for the Paris Olympics final at Stade de France but won the internet instead.

Meanwhile, Ireland's Kellie Harrington made history by winning her second consecutive Olympic gold in the Women's 60kg boxing final at the 2024 Paris Olympics, captivating over 1.3 million viewers on RTÉ2 and generating 369,000 streams on RTÉ Player, (Ireland’s public broadcaster). She’s the first Irish female athlete to achieve back-to-back Olympic titles. With an 83% audience share during the fight, the event became a defining moment in Irish sports, inspiring the nation and future generations.

We also loved how Zhou Yaqin, the Chinese gymnast, responded to her competitors biting their medals on the Olympic podium.

SNOOP DOGG TAKES PARIS

TikTok has strategically partnered with broadcasters like NBCUniversal and the International Olympic Committee (IOC) to amplify Olympic content, with athletes like Simone Biles going viral on the platform. NBCUniversal's collaboration includes live streams and contributions from creators, alongside Snoop Dogg's popularity as a commentator, where his humorous takes on events like beach volleyball have garnered millions of views. He made headlines attending the dressage competition in costume and in the company of Martha Stewart, despite confessing to being afraid of horses. Snoop's involvement, reportedly earning him $500,000 per day, has made him a standout figure in NBC's Olympic coverage, contributing to what could be TikTok's biggest content moment ever.

WOMEN'S BOXING REIGNITES GENDER DEBATES

From a more negative perspective, the controversy around Algerian boxer Imane Khelif at Paris 2024 has reignited fiery debates on sex testing in women's sports. Disqualified from the 2023 World Championships for "eligibility criteria," Khelif and Taiwan's Lin Yu-ting faced unfounded and ill-informed gender accusations after being cleared to compete in Paris. Khelif has called for an end to bullying, highlighting the personal toll such scrutiny takes. Despite years of competing as women, both athletes have become targets, raising questions about the fairness of sex-based regulations and the serious issues with misinformation spreading online. Read more here.

BRAND TAKEOUTS

A cultural sporting event like the Olympics can be gold for a brand, if you play it right (like Mercedes did with its Simone Biles reactive). With so many pockets of magic happening throughout, it's all about finding the right moment to highlight.

Just as important is knowing how to strike the right tone—whether that's celebrating triumphs or embracing the playful spirit of today’s youth, who aren’t afraid to laugh at themselves. Olympic athletes show us the power of a world-class team, and brands need the same: a team that can sift through the chatter, find the magic, and bring it to your audience, all while keeping things light when the moment calls for it.

IN OTHER THINKHOUSE NEWS

ReLondon Webinar, Tuesday 13th August at 2:00-3:00pm BST

'How to talk about consumption without talking about consumption', will explore ways in which we can better inform and motivate citizens to adopt more sustainable lifestyles. Behaviour change experts, including Laura Costello, Head of Sustainability & Planet services at THINKHOUSE, will join a panel of global experts to discuss people’s relationship with consumption and sustainability and explore the trepidation around talking about consumption and the challenges we face in how we ask citizens to consume less or differently... Sign up here.