The effect of social media on Paris Paralympics: broke through the bilion internet seach wall
A record in every respect. The Paris Paralympics, held from August 28 to September 8, 2024, was an unforgettable edition. Both in sporting terms for Italy, which won 71 medals – two more than Tokyo 2020 – and improved its ranking in the overall medal table by three positions (from ninth to sixth place), and globally in terms of social, visibility and digital engagement.
In fact, as specified in a note by the International Paralympic Committee (IPC), for the first time ever they recorded more than one billion Internet searches. This is an important record to which are added other significant and largely growing data. Examples are the content on the IPC channels, which recorded more than 1.6 billion views, up 81 percent from 2021 (the year in which the Tokyo 2020 Paralympic Games were held and postponed due to the pandemic); the 305 million video views on the IPC channels, up 35 percent; and the 16.1 million interactions, 24 percent more than the previous Games.
Followers of IPC’s social channels also grew
Assuming that the Committee’s social channels garnered nearly 91 million interactions during 2024 from more than 7,400 posts, the IPC itself said it closed with more than 8.9 million followers across all platforms, with 4.7 million followers coming from TikTok, recording growth for both Instagram and YouTube of more than one million followers in 2024.
“IPC’s record-breaking digital data for 2024 highlights the growing global appeal of the Paralympic Games, particularly among younger audiences who are not only big sports fans, but also big supporters of IPC’s inclusive and socially conscious vision,” said Craig Spence, IPC’s Chief Brand and Communications Officer.
Partnerships made: Allianz, YouTube, TikTok
As highlighted by IPC, there have been several initiatives implemented for the Paris Paralympics. From the ‘Sport Weeks’ campaign that, thanks to the support of Allianz, produced ‘Sport Explainers,’ 90-second animated guides for each of the 22 Paralympic sports, to the collaboration with YouTube to complement the coverage of the official broadcasters and maximize the global reach of the Paralympic Games. Suffice it to say that some 1,400 hours of live coverage was made available to users in 175 markets and territories, while more than 1,200 clips of highlights of the best sports action and 400 YouTube shorts were also produced. And it didn’t end there.
The IPC also collaborated with TikTok to produce a series of short-form content for the TikTok @Paralympics channel, including clips of the best sports moments. In total, the content received more than 125 million views, 6 million interactions, and reached a global audience of about 120 million people.
Not just views: the Phyrge Gift’s collection
In addition, nearly 1.5 million people watched @Paralympics LIVE content, which included interviews with Paralympic athletes in and around Paris 2024. Initiative that also allowed viewers to send exclusive ‘Phryge Gift’s, with each gift leading TikTok to donate to IPC’s global Paralympic sports development programs. A total of $500,000 was raised, “which will now increase opportunities for people with disabilities to experience the transformative power of sport and physical activity,” the committee specified.
In summary, an all-around success that, if you will, could have already been predicted, thanks in part to the decision, for the first time ever in the history of the Games, to provide live coverage of all 22 sports. Clear evidence of a bright future. “With LA28 on the horizon, it is very encouraging that the U.S. has been our best performing market, giving us a solid platform from which to build in the years ahead,” concluded Craig Spence.
ChainOn and partnership opportunities in ESG and inclusivity issues
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Against this backdrop, ChainOn promotes ESG sponsorship opportunities, offering registered companies sponsorship solutions that are proposed by clubs and event organizers, which put investment opportunities in sustainable and socially responsible projects at the center, with an ongoing focus on impactful issues.
