How These Olympic Athletes Are Winning on Social Media

The Olympics are a global sporting event that celebrates the pinnacle of humanity’s physical prowess. More and more, they’re also an opportunity for athletes to attract a ton of new followers on social media.

America’s favorite pommel horse specialist Stephen Nedoroscik’s Instagram follower count increased by more than 1,200% between July 25, the day before the 2024 Paris Summer Games began, and Aug. 1, according to social media management platform Dash Hudson. Brazilian cyclist Gustavo Batista de Oliveira has also experienced a surge of admirers on the Meta-owned platform.

British hurdler Lina Nielsen and American rugby player Ilona Maher, meanwhile, have attracted millions of views on TikTok during the same period. Their average engagement rate per video has grown by double digits.

How are they doing it?

Dash Hudson, which studied the follower counts of nearly 200 athletes competing in the 2024 Paris Olympic and Paralympic Games with a presence on Instagram and 50 active on TikTok, pointed to three key factors driving organic performance on social: entertainment, authenticity and community.

“These elements not only define successful social media strategies, but also embody the essence of the Olympics, shedding light on why Olympic athletes are excelling on these platforms,” said Kate Kenner Archibald, chief marketing officer at Dash Hudson.

In terms of entertainment, few athletes are putting more of a personal spin on their Olympic footage than Norwegian swimmer Henrik Christiansen, who has posted video after video dedicated to his fondness for the Olympic Village’s chocolate muffins.

Christiansen’s posts, which have racked up millions of views, work because they provide a “lighthearted and humanizing contrast to the intense competition,” explained Kenner Archibald. His content has certainly found an audience beyond traditional sports media, she added.

As for authenticity, it remains a crucial component to keeping people coming back for more. Dash Hudson’s data shows American runner Nikki Hiltz has excelled in connecting with fans.

“Nikki Hiltz exemplifies an Olympic athlete who authentically shares their journey with followers, offering a genuine behind-the-scenes glimpse of their experiences leading up to and during the Olympic Games,” said Kenner Archibald.

Creating a sense of community is another important aspect to fueling growth on social media. Athletes that give followers a chance to collectively cheer when they win and console when they lose can win fans who stick around long after the competition is over.

“Through platforms like Instagram and TikTok, athletes invite fans to join their Olympic journey, creating a virtual support network,” said Kenner Archibald. “This fosters a community that extends the spirit of the Olympics beyond the physical events into the digital realm.”