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Streaming and social media changed 'the game' of the 2020 Tokyo Olympics

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The Tokyo 2020 Olympic Games will undoubtedly be one of the most remembered editions in history, due to the appearance of COVID-19 that questioned its realization, and caused them to finally be postponed for a year.

This unprecedented event forced to have empty stands in the stadiums, where more than 15,500 have gathered. athletes representing more than 200 countries, something that would have been unthinkable at another time.

Not to mention that carrying them out would be one of the most expensive in recent times and probably also one of the least profitable for the host country.

With this scenario, it is like the most important sporting fair in the world, it has been lived, highlighting the role of social networks and other digital platforms that have been key facilitators to communicate and even to give rise to the conversation between athletes and their followers from different countries.

Only in Mexico, at least 35.4% of spectators assure that the first means by which they would find out that a Mexican athlete won a medal will be through social networks, according to the Tokyo 2020 Olympic Report prepared by Mitofsky.

But what are the lessons that social networks and digital technology have left us so far in the framework of this event? In Perfluence , the Performance Influencer Marketing platform, we have detected the following:

1. Closeness at a distance. There is no doubt that athletes have organically become great influencers, who have used networks such as TikTok, Facebook, Instagram, Twitter, snapchat and others not only to share their feats and Olympic feeling, but also to shorten the distance and be close to their loved ones, since due to sanitary measures they could not be accompanied by their family and friends.

Some athletes even assure that these Olympic Games "have been very stressful" and it is not for less, to use the........

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