Who Shined Brightest at the 2024 Olympics Opening Ceremony?
Discover the captivating data from the Summer Olympic Games opening ceremony in Paris, featuring stunning performances by Lady Gaga and Celine Dion. This celebration of French culture drew record viewership and significant social media buzz. Join us as we uncover the top celebrities and influencers sharing their experience on social media.
This year's Summer Olympic Games commenced with a spectacular opening ceremony on July 26th, marking one of the most unforgettable moments in Olympic history. Set against the picturesque backdrop of the Seine River in Paris, athletes and performers glided gracefully along the iconic waterway, captivating the fans gathered on the banks. The event attracted a staggering 28.6 million viewers, making it the most-watched Summer Olympics opening ceremony since 2012.
Renowned artists such as Lady Gaga and Celine Dion graced the stage, drawing significant attention from online and offline audiences. Celine's much-anticipated return after a four-year hiatus generated considerable excitement around the ceremony. Celebrity posts accumulated an impressive $55.4 million in Earned Media Value (EMV), with discussions of Dion's comeback dominating social media platforms.
Beyond the star-studded performances, the opening ceremony was a vibrant celebration of French culture and history, artfully presented through various artistic expressions. It aimed to honor the nation's rich heritage and traditions, showcasing tributes that ranged from "The Last Supper" to commemorations of the French Revolution. Ultimately, the event emphasized the celebration of sports, diversity, and unity, making these themes central to the overtones of this year's Olympic Games.
Celebrity Impact on Instagram and TikTok for the Opening Ceremony
From July 26 to July 29, 2024, a comprehensive analysis of celebrity and high-profile figures, including Emmanuel Macron and members of the Royal Family, was conducted to assess the influence of prominent Key Opinion Leaders (KOLs) on Instagram and TikTok in generating visibility for the event. 54 profiles produced an impressive $55.1 million in Earned Media Value (EMV), representing substantial visibility, especially given that only 308 posts were shared across both platforms.
The event's significance becomes even more apparent when examining the average EMV per post, which stood at an impressive $179,000. Furthermore, the engagement rates for these posts averaged 9.66%. With an average engagement rate of 2%, commonly regarded as a benchmark for success, the 9.66% figure underscores the effectiveness of these posts and the high level of audience engagement with opening ceremony content. While not all considered posts were from influencers who attended the ceremony in person, those who did generally achieved the highest engagement and visibility.
Unpacking the Power of Instagram Stories and Posts
Among the 308 posts generated about the opening ceremony, Instagram stories accounted for the largest share of content, followed by Instagram posts and TikToks. Despite a significant 253% difference in the volume of Instagram stories versus posts, it is evident that Instagram posts, particularly those from KOLs, generate higher visibility than other formats. This trend can be attributed to the nature of each content type; stories often get lost in users' feeds and are only available for 24 hours, while posts are more likely to be displayed and permanent. Additionally, TikTok offers a valuable opportunity for growth in celebrity content related to event attendance. Although fewer posts were on TikTok, the shared content achieved remarkable engagement, averaging 57.8%.
The Leading Profiles of the Opening Ceremony
In analyzing key opinion leaders (KOLs) on Instagram and TikTok for the opening ceremony, we identified nine distinct profile categories that generated the highest earned media value for the event. Unsurprisingly, musicians accounted for 14% of the total visibility on social media, as their presence was vital to the ceremony. Influencers, including prominent figures like Kim Kardashian and Emma Chamberlain, secured the second-highest visibility with their posts.
While not all Olympic athletes were included in this analysis, professional and former athletes, such as Serena Williams, contributed to 7% of the opening ceremony's earned media value, likely due to their active involvement in the event. Conversely, actors and political figures ranked lower in visibility, including Jessica Chastain and Michelle Yeoh, dignitaries from the Dutch and Monagasque Royal Families, and Paris Mayor Anne Hidalgo. Despite their numbers, these two categories generated insufficient social media posts and lacked the following necessary to make a significant impact compared to the previously mentioned groups.
The Top Performances of the Opening Ceremony
The performances during the opening ceremony played a pivotal role in boosting the event's popularity on social media. Remarkably, the six performers were responsible for 29% of the total Earned Media Value generated for the event on Instagram and TikTok, particularly from celebrities. Posts focused explicitly on the performers accounted for 31% of the overall content.
1.@celinedion: $9.54M in Earned Media Value
2.@ladygaga: $5.4M in Earned Media Value
3.@ayanakamura_officiel: $928K in Earned Media Value
4.@gojiraofficial: $402K in Earned Media Value
5.@shaheem: $11.1K in Earned Media Value
6.@saintcirelaxelle: $6.38K in Earned Media Value
The Top 5 Influencers of the Opening Ceremony
The content these five KOLs shared regarding the opening ceremony generated considerable buzz across social media platforms. Notably, each influencer surpassed the average engagement rate of their posts, highlighting the audience's keen interest in the event. Celine Dion's ascendance to the number one position is hardly surprising; her highly anticipated performance sparked a frenzy online, with numerous celebrities celebrating her return.
Ariana Grande attended the opening ceremony alongside her co-star Cynthia Erivo, who was both stunning in pink and green dresses against the backdrop of the Eiffel Tower, promoting their upcoming film Wicked. While neither actress shared content specifically for the ceremony on the Seine, Ariana's Instagram posts still made a significant impact.
Like Celine Dion, Lady Gaga ranked third for Earned Media Value, primarily due to her Instagram and TikTok posts showcasing her performance at the ceremony. Basketball legend LeBron James, who represented Team USA at the games, shared his experience on Instagram, mainly when he carried the US flag on the Team USA boat, which has since gone viral as a meme.
Surprisingly, Taylor Swift made the top five with just one Instagram story expressing her excitement about watching the opening ceremony. Her ability to secure a spot in the influencer rankings for Earned Media Value without posting in-feed content or attending physically underscores her audience's immense power and engagement.
Conclusion
The analysis of KOLs' impact at the opening ceremony shows how influential these figures are for social media visibility and engagement. With an average Earned Media Value of $179,000 per post and a solid engagement rate of 9.66%, it's clear that teaming up with musicians, influencers, and athletes can boost an event's reach. The data highlights the importance of using a variety of KOLs to maximize media exposure, especially with Instagram and TikTok posts taking center stage. Overall, this case study demonstrates how effective targeted influencer strategies can be in tapping into the full potential of social media to enhance visibility and engage audiences.
Seeking more valuable insights on the 2024 Summer Olympics? Stay tuned for Lefty's in-depth report featuring exclusive data, key events, expert analysis, and more!
