The TikTok guide to communicating during the Paris 2024 Olympic Games

TikTok and the 2024 Olympic Games

In 2024, Paris will not only be the City of Lights, it will also shine at the rhythm of the Olympic and Paralympic Games. With a projection of 16 million tourists from around the world and an opening ceremony that will captivate 600,000 people on site, the energy will be palpable. But that's not all: billions of eyes will be on the screens, with more than 3.6 billion viewers expected daily across the globe and nearly 2 million of them will interact via social networks.

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image source: France 24

In this vibrant and ephemeral context, TikTok is proving to be a crucial platform for brands. Not only to increase their visibility during the games, but also to connect with a young and dynamic audience, eager to discover and share unique experiences. This guide aims to show you how, as a brand, you can use TikTok to not only capture attention during this global event, but also to engage with a global audience in an authentic and human way, turning every interaction into a memorable and meaningful moment.

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Plan your TikTok content

The Paris 2024 Olympic Games are upon us, and it's a great time for brands of all sizes to capture the attention of a global audience on TikTok. To thrill your audience, create authentic content that vibrates with the energy of the Games and that clearly shows the essence of your brand.

To reach your followers in an original way, rely on inspiring stories of perseverance and excellence, accessible to all. For example, if you sell dietary supplements, why not offer mini-tutorials on quick and healthy energy “boosters” for fans who follow late-night competitions? Or if you run a clothing store, show how to incorporate sporty elements into a daily wardrobe, perfect for those who want to combine style and comfort during the Games.

Remember to celebrate diversity and inclusion. The Games are a melting pot of cultures, and your content can reflect that wealth. If you are a roaster, start a “World Cafes” series where each video explores how different countries participating in the Games prepare their coffee. It's an engaging way to travel through the taste buds and learn more about the participants in the Games.

As for your publishing schedule, start teasing your audience well before the Games start to build up the excitement. Continue with regular posts during the events to maintain engagement, and conclude with a nice look back at the highlights after the Games. These TikTok strategies for the Olympic Games will allow you to stay at the heart of the action throughout the event, while maximizing your visibility.

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Collaborate with influencers and value user-generated content (UGC)

For the Paris 2024 Olympic Games, taking advantage of influencers and user-generated content (UGC) on TikTok can increase the impact of your brand tenfold. These strategies make it possible to humanize your online presence, broaden your reach, and create authentic and lasting engagement.

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Collaborations with Influencers

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Influencers have engaged communities and can convey your brand values through their personal and authentic stories. A well-chosen collaboration allows you to benefit from their credibility and creativity. For example, consider working with influencers who share common values with your brand, such as supporting youth or a commitment to health and wellness. These influencers can create engaging content that shows how your products or services can be integrated into the framework of the Olympic Games, whether for physical preparation, post-exercise recovery or simply to enjoy the games in good health.

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User Generated Content (UGC)

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UGC is a gold mine for brands on TikTok because it allows you to capture and share authentic experiences related to your brand. Encourage your customers and followers to share their own stories and experiences with your products during the Olympic Games. For example, launch a challenge where users are invited to post videos of them using your products in an Olympic context, such as dressing up in the colors of their favorite team or preparing a special recipe for a game night.

To make this even more attractive, you can offer rewards for the best videos, or highlight these creations in your own marketing campaigns. This not only increases engagement but also makes your users feel like they are an important part of your brand community.

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image source: International Courier 

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By adopting a combined approach that highlights both influencers and the UGC, you are not only maximizing the visibility of your brand during the Olympic Games. You also build loyal relationships with your customers and attract new consumers who are attracted by authentic and engaging interaction with your brand.

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Boost your TikTok strategy with live shows and interactions in real time for the 2024 Olympics

With the Paris 2024 Olympic Games just around the corner, it's the perfect time to get your followers in on the action with TikTok Live and other interactive features. These tools offer you a golden opportunity to connect directly, to share emotions in real time and to dialogue directly with your audience.

Live immersion with TikTok Live

TikTok Live is the perfect tool to capture the excitement of the Games and engage the audience during the Olympic Games on TikTok:

• Live broadcasts: 

Imagine sharing a thrilling live final, or the opening ceremony, while commenting on the events and responding to viewers' reactions. These shared moments can create a strong sense of belonging and community.

• Question and answer sessions: 

Take advantage of the live shows to organize interactive sessions where you invite athletes, coaches or experts to discuss the day's performances, thus offering your subscribers exclusive and enriching content.

• Exclusive backstage: 

Also, use live streams to show what's going on behind the big show — the preparations, post-test reactions, and more, giving your audience a glimpse into moments that few can see.

Engage more deeply with interactive features

In addition to live shows, TikTok is full of tools to make the experience more interactive and engaging:

• Polls and votes: 

Start fun polls to see which nations your followers support or which disciplines captivate them the most. It's a fun way to keep your audience involved and measure their preferences in real time.

• Hashtag challenges: 

Inspire your community to get into the Olympic spirit with creative challenges. Whether it's cooking, sports, or fashion, encourage your users to share their passion for gaming by using your personalized hashtag.

Creating a personalized brand hashtag that captures the essence of your content is crucial, but don't forget to also include relevant Olympic hashtags on TikTok, like #jeuxolympiques2024, to optimize SEO and maximize the visibility of your posts.

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Image source: TikTok

• Custom effects and filters: 

Create filters or special effects related to Games. It can be a fun way for users to dress up as their favorite athlete or show off their Olympic spirit, while increasing your brand's visibility.

By integrating TikTok Live and other interactive features into your Olympic Games strategy, you won't just boost engagement — you'll also create memorable and shared moments that will strengthen relationships with your audience and enhance your brand image during this global event.

Respecting the rules of the Games: Understanding rule 40 for the Paris 2024 Olympics

Communication around the Olympic Games is governed by strict rules, including the famous Rule 40, which aim to protect the rights of official sponsors and the integrity of the games. These rules not only influence partnerships and sponsorships, but also the vocabulary that brands can use during their advertising campaigns.

Rule 40 explained

Rule 40 prohibits athletes from actively promoting unofficial Olympic brands for a defined period of time that includes the Games. This includes, but is not limited to, advertisements, certain types of social media posts, and promotional appearances. The aim is to maintain the exclusivity of official sponsors who invest in supporting the games.

Flexibility and opportunities

Over the years, under pressure from athletes and various stakeholders, the IOC relaxed the restrictions of Rule 40 somewhat, now allowing athletes to maintain some forms of personal sponsorship during the games. This means that athletes can continue to show support from unofficial brands under certain strict conditions, which must be pre-approved by the Games organizers.

For brands, this means it's possible to plan campaigns with athletes, but everything needs to be in line with IOC guidelines and subject to prior approval.

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image source: Le Monde 

Vocabulary and expressions to avoid

In addition to sponsorship restrictions, it is crucial to understand that certain terms and expressions are protected during the Olympic Games. Terms like “Olympic”, “Olympic Games”, game names (for example, “Paris 2024"), emblems, and mascots cannot be used in unofficial commercial communications. This includes ads, social media content, and even product descriptions that could suggest an unauthorized association with the Games.

Conclusion: Make your brand shine during the Olympic Games on TikTok

At the dawn of the Paris 2024 Olympic and Paralympic Games, brands have a unique opportunity to shine on TikTok. This platform offers a global stage where you can not only increase your visibility, but also build deep and authentic relationships with an international audience. By applying the TikTok strategies discussed in this guide, from creating engaging content for the Olympic Games to engaging via influencers and interactive features, your brand has everything you need to turn this opportunity into a memorable adventure.

The Olympic Games are much more than sports competitions: they are a celebration of the human spirit, diversity and perseverance. By integrating these values into your content on TikTok, by ensuring that the rules of the game are strictly respected, and by inviting your community to participate in this celebration, you are not just selling a product or promoting a brand. You share an experience, you tell a story and you contribute to the spirit of unity that the Games strive to promote.

As Paris prepares to welcome the world, make sure your brand is ready to take full advantage of this opportunity. Use TikTok not only as a marketing channel, but as a platform for telling stories that resonate with people, that inspire them, and that will be remembered long after the closing ceremony. With a bit of creativity, authenticity and strategic commitment, you can leave a lasting impression during the 2024 Olympic Games.