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 advertisements group has supplied a spread of suggestions and notes on Olympic-related traits, which might issue into your planning.
First off, TikTok’s group 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 word that TikTok says “Summer Games” as an alternative of “the Olympics”. That’s as a result of the Worldwide Olympic Committee (IOC) may be very lively in defending their IP, and mainly limit any protection from non-approved shops.
Which may, at occasions, make it exhausting 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 value noting for associated protection and dialogue.
As a result of the identical guidelines additionally apply, in various kind, to all firm mentions of the video games particularly. Certainly, below Rule 40 of the Olympic Charter, manufacturers who will not be 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 in depth, and if you’re going to put collectively an Olympic tie-in marketing campaign, additionally it is value familiarizing your self with these guidelines.
You may 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 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 immediately point out the Video games or Video games athletes. Which will be an attention-grabbing inventive problem in itself, however it could additionally result in a broader vary of promoting alternatives by expanded pondering.
TikTok has additionally shared a range of stats on fan engagement across the occasion, which factors to the potential for enhancing model consciousness.
There are some helpful notes right here, together with particular suggestions of TikTok advert varieties and alternatives which work finest 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 value contemplating your potential angles, and how one can hyperlink into the hype.
Nationwide pleasure, fan engagement, comedic takes, all of those could possibly be ways in which your model can drive associated engagement, with out particularly mentioning such, and breaking IOC guidelines.
You may learn extra of TikTok’s Olympic tie-in suggestions here and here.
