Olympic Games and social media: Spanish medalists become influencers on Twitter and TikTok – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

Five years have passed since the last Olympic Games, a milestone in history that comes at a time when consumer habits are changing at the speed of light. internet republican agency specialized in Digital Marketing, has carried out an analysis of the conversation that has been generated around them at a national level: who, how and through what channels these special Olympics have been consumed in every way.

TikTok manages to duel with Twitter

Spanish athletes lesser known have achieved more views than their peers with an internationally established personal brand, such as Pau Gasol.

Among these new ones, the gymnast Marina Gonzalez, which has managed to far exceed one million followers on ; and the climber Alberto Gines, who made his grandmother go viral on Twitter for tattooing the Olympic rings in honor of his medal.

That my grandmother has tattooed the Olympic rings to show off!!!!

— I like Saturdays (@lilcabeSa)

Other athletes like Damian Quintero, winner of the silver medal in karate, have also taken advantage of their TikTok profiles to share videos about the competition and their training. In a short time they have managed to gather thousands of followers and now have hundreds of thousands of reproductions and visits.

Well, me acclimatizing to bed 😂

media such as RTVE and brands like Iberdrola They bet on this new social network. In addition, Iberdrola has also stood out on Twitter, as it has been the brand profile that has generated the most publicity for these Olympics, followed by Sports Santander and MoviStar.

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Iberdrola’s most successful tweets are related to winning medals. Thanks to the gold of the karateka Sandra Sanchez (@sandrasankarate) the @Iberdrola tweet received 22.2 thousand likes, 2.8 thousand retweets and 253 mentions celebrating the athlete’s victory. In second place, she stood with 10.1 thousand likes, 901 retweets and 84 mentions, the bronze of the athlete Ana Peleteiro (@anapeleteirob).

🥇 OROOOOOOOO!!!! 🥇

🥋 The best karateka in HISTORY enlarges her LEGEND and gives 🇪🇸 the medal 🥇 defeating the hostess!

💪🏻 You deserve it! Add your CONGRATULATIONS to our crack 🤩 🥇

— Iberdrola (@iberdrola)

For their part, both public and private institutions have joined the conversation on Twitter to comment and generate interaction with users. Football clubs have had an important weight within this group, but also institutions such as the National Police (@police), Civil Guard (@guardiacivil) and even the Real home (@CasaReal) have actively participated, the latter being the second institution with the greatest reach.

Simone Biles: the only non-national athlete who sneaks into Spanish trends

The American gymnast Simone Biles was the only foreign athlete who managed to capture the interest of the Spanish with her speech in favor of mental health, as you can see in this trend map:

Twitter is established as the favorite channel of politicians

Federations, institutions and politicians have been the main communicators on this channel, especially used to congratulate and encourage our athletes in the competition. Both personal accounts and party accounts have generated a continuous conversation about the Olympic Games, which above all have participated to celebrate the Olympic medals.

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🥇 Gold for the premiere of climbing as an Olympic modality in .

A medal that places the man from Cáceres in the history of the Olympic Games. You have made us enjoy until the last test. Congratulations, Alberto!

– Pedro Sánchez (@sanchezcastejon)

Messi’s crying does not surpass the international competition

It may be one of the most anecdotal and surprising data of the study, these two facts of national relevance overlapped during the last days of the JJ. OO. and, after a study of Google searches in Spain, it can be stated that Leo Messi’s departure from the Barça club failed to overcome his interest in the Olympic Games.

Some record Games in social networks

These Olympics have reached more than billion users in the and they are consolidated as the favorite channels for users to comment on; and for the media and other brands to spread and generate expectation. Without a doubt, an Olympics marked by a pandemic and a complex media network.

In it we can see how the searches related to the JJ. OO. they are triggered after obtaining a medal by a national athlete. Discover the most interesting conclusions about the conversation generated during the JJ. OO.

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