In mid-June, when NBCUniversal announced it would partner with Meta, Over timeSnapchat, TikTok and YouTube to Send 27 influencers For the 2024 Paris Olympics, it seemed like a very big deal. They were great content creators like Kai Cenat, Daniel Macdonaldand Zhongni “Zhong” Zhupeople with millions and millions of followers. The hope was that their presence would attract members of Generation Z and Generation Alpha and get them interested in the Games.
Overall, that didn’t work. Although the move did generate fawning articles about the “age of influencers” in outlets like The New York Times and BloombergNeither consumers nor advertisers (who NBCUniversal says could create sponsored posts with the influencers, if they so desired) appear to have responded all that well to the network’s “Paris Creators Collective,” which spent the past two weeks moving between Olympic events.
Instead, what captured the public’s attention was content from athlete creators like U.S. rugby star Ilona Maher, who gained nearly 2 million new followers in recent weeks thanks to Its ingenious adjustment controls and Island of love–as references to the “Olympic Village.”Norwegian swimmer Henrik Christiansen became famous for his Love for a gooey chocolate muffin served in the Olympic Village, while other fans consumed apparently Dozens of national equipment Unpacked videos Made by athletes around the world.
People have also fallen in love with modern characters, such as Olympic shooters. Kim Yeji and Yusuf Dikeç either Stephen Nedoroscikthe bespectacled American gymnast who should really work on landing an endorsement deal with Warby Parker if she hasn’t already. People have also gone crazy (again) for the It is said to be very valuable Snoop Dogg’s Olympics Commentary, which NBCUniversal officially brought on board for the first time for these Games.
On the other hand, videos posted by NBC influencers don’t seem to be taking off (or at least they’re not going viral). Part of that could be due to the limitations placed on creators, who weren’t allowed to post videos of the actual events.
Most tried to work around real sports, sharing clips. of the placesof his reactions, their mealsand their somersaultseither About their outfitsOthers tried to gloss over the whole thing, using their TikToks to… making fun of european architecture or, in the case of the creator of “Jesus’ Apprentice,” Lecrae, Addressing the “sincerity of their faith” for profiting from the same games as people (incorrectly) I think they made fun of the The last supper.
The resulting videos feel a bit limp, with commentary less pointed or immediate than what has been circulating elsewhere. (After all, if NBCUniversal flies you to Paris and houses you, you probably won’t make fun of what they say.) The Australian breakdancer’s moves were silly. or like you I couldn’t see anything from his expensive seat at the Opening Ceremony.)