David Bridges
With the 2024 Olympics developing this July, TikTok has shared some new insights into how entrepreneurs can plan for the occasion, and be sure that they’re maximizing their messaging in alignment with the associated celebration.
In two new weblog posts, TikTok’s adverts crew has supplied a spread of suggestions and notes on Olympic-related tendencies, which might issue into your planning.
First off, TikTok’s crew has outlined the anticipated dialog across the occasion, and when it’ll ramp up.
As per TikTok:
“The impression of the Summer time Video games on TikTok is clear within the exceptional viewership it attracts: TikTok movies with the Summer time Video games-related hashtag amassed an unimaginable 6.9 billion views between July and August 2021 (through the rescheduled Video games in Tokyo). The dialog across the 2020 Summer time Video games in Tokyo kicked off months previous to the opening ceremony and continued for weeks after the closing ceremony.”
You’ll observe that TikTok says “Summer time Video games” as an alternative of “the Olympics”. That’s as a result of the Worldwide Olympic Committee (IOC) could be very energetic in defending their IP, and mainly prohibit any protection from non-approved shops.
Which might, 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 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 Constitution, manufacturers who are usually 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 in depth, and if you will put collectively an Olympic tie-in marketing campaign, additionally it is price familiarizing your self with these guidelines.
You may be taught extra about Rule 40, and the way it applies to the Paris 2024 video games, right here.
With that in thoughts, TikTok says that manufacturers can nonetheless faucet into the Olympics pleasure by a spread of in-app communities.
“TikTok provides manufacturers a pure area to hitch and contribute to the Summer time Video games dialog. The broad enchantment of the second extends to numerous pursuits and industries past sports activities, together with Magnificence & Make-up, Vogue, and Journey. This wealthy tapestry of communities, referred to as CommunityToks, supplies manufacturers with distinctive alternatives to focus on, attain and interact numerous audiences with related, well timed content material.”
So that you’re actually trying to make Olympic content material that doesn’t straight point out the Video games or Video games athletes. Which may be an fascinating inventive problem in itself, however it could additionally result in a broader vary of selling alternatives by expanded considering.
TikTok has additionally shared a spread 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 price contemplating your potential angles, and how one can hyperlink into the hype.
Nationwide pleasure, fan engagement, comedic takes, all of those might 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 right here and right here.
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