Very Demure, Very… Off-Brand? How to Use Trends in Social Media Marketing
By Emily SmithSep 5
Brandwatch has just been named The Best Social Media Monitoring Software by the Martech Breakthrough Awards 🏆
Published September 3rd 2024
Disclaimer: This report is provided for informational purposes only. Brandwatch is not affiliated with, endorsed by, or officially connected to the International Paralympic Committee (IPC) or the Paralympic Games. All data and insights presented are based on independent analysis and are not intended to imply any formal relationship with the Paralympic entities.
All eyes are on Paris and the competing para athletes. Which team will bring home the most medals? Which athlete will break records? Which moments will win the hearts of the audience on social? There's a lot of excitement, and it's not just sports fans who get hooked on the competition.
We used Brandwatch Consumer Research to analyze the online conversation from August 26, 2024 to September 1, 2024. Here are some of the most talked about moments and highlights.
The opening ceremony is always a highlight and sports fans all around the world celebrate. As viewers watched the opening ceremony live, they took to social media to share their opinions and feelings.
81% of sentiment-categorized mentions around the opening ceremony were positive. From cheering on athletes and teams and wishing them luck, to praising the performances of artists and the Phryges mascots, people are ready for the para sports summer games to begin.
Could watch this for hours tbh #Paralympic2024 pic.twitter.com/IxsRVWqtPp
— Scott Bryan (@scottygb) August 28, 2024
Not all the conversation around the opening ceremony was positive. A post on X by a wheelchair user went viral, sharing her disappointment that the event was not as inclusive as hoped:
I’m a wheelchair user in Paris for the #Paralympics2024 opening ceremony. The wheelchair viewing platform is entirely taken up by non-wheelchair users.
— Anna Landre ♿️ (@annalandre) August 28, 2024
“Welcome to Paris!” 🫠 pic.twitter.com/IbIlsJqyp1
Hong Kong actor and martial arts legend Jackie Chan was one of the torchbearers, carrying the torch through Paris a few hours before the opening ceremony.
The 70-year-old actor impressed with his energy and positivity, and a Reddit post sharing a video of him carrying the torch received over 23k upvotes:
It has been a big year for Simone Biles, who is one of the most successful athletes of all time, with a record 23 world gold medals. She's been reminding her followers to support and celebrate the ongoing games. Her post on X has an impressive 224k likes at the time of writing.
don’t forget the Paralympics are on!
— Simone Biles (@Simone_Biles) August 29, 2024
let’s support & watch these incredible athletes 💙 GO USA!!!!
One way to share emotions and express support online is to post emojis. Sometimes text just isn't enough to express your excitement.
Here are the 10 most shared emojis in the conversation:
In the top 10, people celebrate their favorite athletes with the medal emoji, heart emoji, clapping hand emoji, or fire emoji. The Indian flag is the most shared flag in online conversations, followed by the US flag.
In online conversations with the Indian flag, one athlete stands out and breaks a record. Shooter Avani Lekhara won gold, becoming the first Indian woman to win two gold medals at the competition.
GOLD FOR AVANI LEKHARA...!!!! 🇮🇳
— Johns. (@CricCrazyJohns) August 30, 2024
First Gold medal for India in Paralympics at Paris 2024, What a moment, Avani the Superstar. 💪 pic.twitter.com/Ri7Dg7Xho8
Her victory sent ripples through social media, causing the highest peak in online conversations about the games from August 28 to September 1, 2024.
There may be a lot of competition at the summer games, but there's also a lot of love. One moment in particular sparked a lot of heartfelt conversations when triathlete Lionel Morales Gonzalez proposed to his girlfriend. Luckily, she said yes, and the couple received lots of love and heart emojis for the heartwarming moment.
Proposal at the Paralympic Village! 🏡💍
— Paralympic Games (@Paralympics) August 29, 2024
Huge congratulations to Para triathlete Lionel Morales Gonzalez and his soon-to-be wife Jes.
Lionel proposed outside the dining hall and Jes said yes! ❤️ Enhorabuena! pic.twitter.com/8o6i4XNEHX
There are 22 sports with more than 4,000 athletes competing for 549 medals. That's a lot going on in just ten days.
Here are the top five most mentions sports in online conversations:
Para athletics is by far the most mentioned sport in online conversation, accounting for 31% of the online buzz around the different sport categories. From running to discus throwing to jumping, there are a lot of different disciplines in this category. One of the highlights in athletics conversations is the win of runner Mpumelelo Mhlongo, who brought home South Africa’s first gold medal of the tournament.
🇿🇦MPUMELELO MHLONGO STRIKES GOLD! 🇿🇦🥇
— Team South Africa (@OfficialTeamRSA) September 1, 2024
South Africa’s first medal 🥇 at the #Paralympics goes to sprinter Mpumelelo Mhlongo!
What a moment for #TeamSA! 💪🔥#TeamSA #ForMyCountry #Paralympics pic.twitter.com/YahXnpURdz
The Indian team has had an impressive run in the summer games so far and the fans are here for it. Winning medals and breaking records, the Indian team is getting a lot of love from the crowd.
Looking at the five most mentioned para athletes in online conversations, all the athletes in the top five are from India:
Record-breaker Avani Lekhara tops the list, followed by Mona Agarwal, who's also a shooter and competed alongside Avani, winning bronze. Preeti Pal is third. The runner won bronze, which earned her praise from India's Prime Minister Narendra Modi.
A historic achievement by Preeti Pal, as she wins her second medal in the same edition of the #Paralympics2024 with a Bronze in the Women’s 200m T35 event! She is an inspiration for the people of India. Her dedication is truly remarkable. #Cheer4Bharat pic.twitter.com/4q3IPJDUII
— Narendra Modi (@narendramodi) September 1, 2024
The fifth most mentioned para athlete in the conversation is 17-year-old archer Sheetal Devi. What makes her skill so impressive is not just that she shoots with her leg and her jaw, but her calm and focused demeanor (you could say she's the embodiment of the very demure, very mindful trend.)
A viral post on X showing her perfect bullseye-shot at the games got over 466k likes and over 61m views at the time of writing.
The moment 🏹🎯🇮🇳❤️🧿🫶🏻
— SheetalArcher (@ArcherSheetal) August 28, 2024
Starting today ❤️#Cheer4India #Paralympics #TeamIndia pic.twitter.com/b65PpgpHes
While break dancing is not an official sport at this tournament, there was one performance that went viral outside the competition.
This video is one of the most upvoted posts in the online para sports conversations we studied on Reddit, with over 30k upvotes. People in the comments are in awe of the incredible moves on show.
Posts from the mademesmile
community on Reddit
Which para athlete is the most popular on Instagram? Using Brandwatch Influence, we analyzed the athletes competing in para sport during the summer games who receive the most engagements.
And the winner is: Veronica Yoko Plebani. The Italian athlete is not new to competing, having competed in the past in a variety of sports including snowboarding and kayaking. This year she won a silver medal in para triathlon and her Instagram posts, with an average of 34k engagements, catapulted her to the top of the most popular athletes on Instagram.
And there you have it. The competing athletes and their determination are a source of inspiration, meaning there’s a lot of love and excitement online, and videos of their shared skills are going viral.
Analyzing these online posts can reveal which moments and athletes drove conversations and the emotions behind them.
Disclaimer: This content is provided for informational purposes only and does not imply any affiliation with, endorsement by, or official connection to the International Paralympic Committee (IPC) or the Paralympic Games.
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