With the matches of the 32nd Olympics to begin in Tokyo, after a year of delay due to the pandemic, and amid the ongoing uncertainty with Japan’s COVID situation, Twitter today set out how it wants to help users participate in the discussion of the opportunity, which also includes how brands can leverage the surrounding trends for their marketing efforts.
First, as the standard for big events has become, Twitter is adding personal hashtag emojis (or ‘).hashflags‘as some know them), both for the event itself and individual participating countries:
As per Twitter:
“Fans worldwide can use the official Twitter emoji of the Olympics throughout the Games. The emoji will be unlocked if you tweet #Olympics and related hashtags in more than 30 languages. Twitter will also emoji’s for each country competing, unlocked if you tweet three-character country hit brands. Finally, fans can encourage the Olympic Refugee for Refugees during the Games by tweeting #EOR to unlock their team emojis. “
Twitter has also added custom hash flags to U.S. gymnast Simone Biles as she seeks to build on her legacy of the Olympics.
It seems likely that other athletes will also receive similar hash flags during the competitions.
Twitter is also adding a new Olympics page to the desktop for the duration of the event, as well as new Olympic topics that need to be followed to stay up to date.
Twitter will also run custom games event pages, which will contain the best tweets from trusted accounts.
“You will be able to follow the action and reactions as it happens for the exhibition events and top games. We will also have custom event pages dedicated to different countries. It is home to the best tweets that record the country’s experience.”
And in a new addition for this year, Twitter is launching what it calls its #ExpertEngine Experience, which provides users with a way to learn more about Olympic events.
When you forward a tweet, you get a response with facts and animated clips related to the event.
British skateboarder Sky Brown is set to replace swimmer Margery Hinton as the youngest Olympic summer in the country ever. Brown, just 12 years old, is younger than Hinton, who was 13 years and 43 days old when she participated in the 1928 Amsterdam Games. pic.twitter.com/dkAFqg6Jk5
– Olympics (@Olympics) 21 July 2021
This can be a handy option if you want to learn more about the events – or if you just want to work with your friend or partner who suddenly thinks he / she knows everything there is to know about modern pentathlon and his athletes.
Twitter also notes that the most popular Olympic sports to date, in terms of total tweet volume, are:
The most popular individual athletes are:
- Rikako Ikee (@rikakoikee) – Swimming, Japan
- Simone Biles (@ Simone_Biles) – Gymnastics, USA
- Naomi Osaka (@naomiosaka) – Tennis, Japan
- Kei Nishikori (@keinishikori) – Tennis, Japan
- Kohei Uchimura (Replying to @ Kohei198913) – Gymnastics, Japan
This is likely to change during the event, as there are always emerging heroes and stories between the lines. But if you’ve been looking to focus on the Olympics, these are some great tips at this point.
Which brands probably want the most – and Twitter has it too shared some tips for marketers to help with their planning.
The most important considerations of Twitter for brands are:
- Get your tone and topics right – There is There are 33 different sports to choose from, so do not limit yourself to the most popular events.
- Familiarize yourself with time zones – According to Twitter, 28% of people plan to use their preferred social platform to watch highlights in the morning
- Get the most out of digital first With no IRL crowd, more fans than ever before will be looking to connect online, which is a huge potential opportunity
- Plan for the unexpected – While the COVID-19 situation is still evolving, things can change quickly, so if you have mapped out a strategy, note that it can just as well be blown out of the water
- Define your goals – Consider not only your basic social media engagement goals, but also the real benefits for your brand that you want to get out of your affiliate campaigns
These are some solid notes, and if you are planning an accompanying tweet strategy, it is worth considering these elements and ensuring that you are best prepared.
Because no one knows what will happen in the next few weeks. Even now, with the COVID situation worsens in Japan, it still feels like the Olympics can be canceled completely, while in the past the Games have dominated the surrounding media cycle so significantly that there is also a high chance that it will be much harder to hear your brand messages. the event.
Can be. It feels different this time because of the COVID changes, and it would be strange to see world records being broken without literally reacting. Maybe it will mean that the Games are less influential and disruptive in the general media sense – or maybe because of the pandemic, people will be increasingly eager to unite around the Games, and it will be bigger than ever before.
It’s impossible to say, but you can certainly expect to hear more sports discussions, and this may need to be taken into account in your planning.