Whoever coined the term ‘content is king’ deserves a raise because that statement remains true. A study shows that Gen Z viewers will mainly consume the Paris Olympics through social media this year. That means that one of the traditionally most watched broadcasts—the Olympics—is relying on content creators to boost its views in 2024. As a result of this data, NBCUniversal, the station responsible for broadcasting the competition, onboarded 27 creators to share content from the games across their platforms, and from the looks of it, it’s paying off. The creator economy is on fire right now.
Viral moments keep people abreast of what’s happening at the Olympic Village. Brands and viewers amplify those moments, keeping competitor shenanigans at the forefront of our timelines. Whether that’s the swimmer from Norway, making TikToks obsess over the chocolate muffins at the dining hall, the ‘beef‘ between former Olympian Mykayla Skinner and Simone Biles, or Noah Lyles captivating screens from his demeanor and audacity. The storylines attached to the athletes — created before or while in Paris — keep viewers hooked. If you’re a sports content creator or desire to be one, now is the perfect time to lock in.
There’s nearly a three-week window to draw in a new, global audience. For 19 days every four years, almost everyone becomes a sports fanatic. National pride is at an all-time high. It’s exciting and infectious, and if you play your cards right, you can build on this energy to grow and sustain an engaged audience for your platforms. The cheat code is, “People want highlight reels. They want stuff that’s short and quick,” says Sports Content Creator Kennedy Bright.
Bright refers to herself as the ‘ESPN for the girls,’ breaking down athletic events for over 43,000 followers, mainly women, to become more engaged in sports. Since the Olympics started, she’s been growing her audience through unique and captivating content. Therefore, we interviewed her for tips and tricks on leveraging the Olympics to expand an audience as a creator. If NBCUniversal is hiring and counting on creators to increase their viewership– realize just how vital and opportune these next few days are for your platforms.
First and foremost, get the dates of events on your calendar. The Olympics run for over eight hours daily, almost three weeks straight. It’s nearly impossible to catch everything between work, family, and responsibilities, so people rely on creators to recap the experience. Choose the events you want to cover, write them in your calendar, be present for the competition, take notes, and immediately record and publish your content with relevant hashtags such as #Olympics2024 and #Paris2024.
The key to viral-worthy content is a perspective that will stand out above all other content. “I always ask, what are they missing? What are they not doing?” Bright says. Many women craft content for other women looking to understand sports. However, Bright has cut through the crowd by reviewing popular content and offering an explanation or viewpoint that differs from theirs. She studies her niche, inspiring her creativity.
Her content topics draw an audience in, but her visuals keep them invested in what she’s saying. “It’s hard to keep people’s attention if you don’t have an example,” Bright emphasizes, “It’s hard for people to comprehend what you’re talking about. When explaining something, I always have those examples on the screen so people can understand. It just clicks faster when you’re able to see it.” Next time you share your outlook on a topic, utilize the green screen feature. Show the athlete you’re discussing or the play you’re referencing in the background as you talk over it.
Lastly, prevent the spread of misinformation. The competitors you cover have real lives outside of what you witness on television. How you paint them can affect their livelihood when the games are over. Extend the same amount of integrity you would towards someone you know and have access to. Bright says, “I double-check and make sure my facts are correct about five times.” She understands the magnitude of her impact as a content creator who goes viral often. Therefore, acknowledge the weight of your words and do the due diligence to ensure the information is accurate.
Bright’s content creation tips will help you win a new audience this Olympic season (pun intended). She leaves readers with this, “Start sloppy. Don’t overthink it. Just get it out there.” Don’t let the need for perfection hold you back from getting your content to the world. Time is limited, and the time is now to curate rare content about the Olympics that will build your audience forever.
About the Author: Shelby Denise Smith is a Social Media Editor and Freelance Writer. She’s passionate about lifestyle, wellness, travel, and culture. Smith enjoys packaging the insight she receives into stories that can positively impact the livelihood of others.
