With the 2024 Olympics arising this July, TikTok has shared some new insights into how entrepreneurs can plan for the occasion, and make sure that they’re maximizing their messaging in alignment with the associated celebration.
In two new blog posts, TikTok’s adverts workforce has supplied a spread of ideas and notes on Olympic-related tendencies, which may issue into your planning.
First off, TikTok’s workforce has outlined the anticipated dialog across the occasion, and when it’ll ramp up.
As per TikTok:
“The impact of the Summer Games on TikTok is evident in the remarkable viewership it attracts: TikTok videos with the Summer Games-related hashtag amassed an incredible 6.9 billion views between July and August 2021 (during the rescheduled Games in Tokyo). The conversation around the 2020 Summer Games in Tokyo kicked off months prior to the opening ceremony and continued for weeks after the closing ceremony.”
You’ll notice that TikTok says “Summer Games” as a substitute of “the Olympics”. That’s as a result of the Worldwide Olympic Committee (IOC) could be very lively in defending their IP, and mainly limit any protection from non-approved shops.
Which may, at occasions, make it onerous to cowl, and within the age of social media, it additionally poses some much more distinctive challenges. However its restrictions stay in place, which is price noting for associated protection and dialogue.
As a result of the identical guidelines additionally apply, in various type, to all firm mentions of the video games particularly. Certainly, beneath Rule 40 of the Olympic Charter, manufacturers who should not official Olympic sponsors are restricted from utilizing any of the Olympic trademark phrases or phrases, together with “Olympian”, “medals”, even “video games”.
Yeah, it’s fairly intensive, and if you’re going to put collectively an Olympic tie-in marketing campaign, it’s also price familiarizing your self with these guidelines.
You’ll be able to study extra about Rule 40, and the way it applies to the Paris 2024 video games, here.
With that in thoughts, TikTok says that manufacturers can nonetheless faucet into the Olympics pleasure by means of a spread of in-app communities.
“TikTok offers brands a natural space to join and contribute to the Summer Games conversation. The broad appeal of the moment extends to various interests and industries beyond sports, including Beauty & Makeup, Fashion, and Travel. This rich tapestry of communities, known as CommunityToks, provides brands with unique opportunities to target, reach and engage diverse audiences with relevant, timely content.”
So that you’re actually seeking to make Olympic content material that doesn’t straight point out the Video games or Video games athletes. Which might be an fascinating artistic problem in itself, however it might additionally result in a broader vary of selling alternatives by means of expanded considering.
TikTok has additionally shared a range of stats on fan engagement across the occasion, which factors to the potential for reinforcing model consciousness.
There are some helpful notes right here, together with particular suggestions of TikTok advert varieties and alternatives which work greatest with the occasion.
And once more, on condition that the Olympics are going to be a key focus between July and August, if you wish to maximize your alternatives, it’s price contemplating your potential angles, and how one can hyperlink into the hype.
Nationwide satisfaction, fan engagement, comedic takes, all of those may very well be ways in which your model can drive associated engagement, with out particularly mentioning such, and breaking IOC guidelines.
You’ll be able to learn extra of TikTok’s Olympic tie-in ideas here and here.
