In mid-June, when NBCUniversal announced that it is partnering with Metadata, Overtime, Snapchat, TikTokAnd YouTube ARRIVE Send 27 influential people arrive Paris Olympics 2024seems like a big deal. These are big content creators like Kai Cenat, Daniel MacdonaldAnd Chung Ni “Zhong” Chuwho have millions of followers. The hope is that their presence will attract members of Gen Z and Gen Alpha and get them interested in the Olympics.
For the most part, it didn’t work. Although the move did generate flattering articles about “influencer age” from outlets like New York Times And BloombergNeither consumers nor advertisers (who NBCUniversal says can create sponsored posts with influencers, if they want) seem to have responded well to the network’s “Paris Creators Collective,” which has spent the past two weeks shuttling between Olympic events.
Instead, what’s capturing the public’s attention is content from athlete creators like U.S. National Football Team star Ilona Maher, who has added nearly 2 million new followers in the past few weeks thanks to her wit tested And Love Island–like a reference to “Olympic Villa.” Norwegian swimmer Henrik Christiansen became famous for love of a gooey chocolate muffin served at the Olympic Village, while other fans consumed it seems dozens belong to nation tool kit open box video performed by athletes around the world.
People are also fascinated by people with attractive bodies, like Olympic shooters. Kim Yeji And Yusuf Dikec or Stephen NedoroscikThe bespectacled American gymnast should really try to get a Warby Parker endorsement deal if he hasn’t already. People have gone crazy too (again) give considered to be of high value NBCUniversal’s Snoop Dogg Comments on the Olympics officially on board for the first time at these Olympics.
In contrast, the videos posted by NBC influencers don’t seem to resonate—or at least don’t go viral. That may be due in part to restrictions placed on creators, who aren’t allowed to post videos about real events.
Most try to work around real sports, sharing clips from locationsbelong to their react, their mealand their somersault wheelor their clothesOthers try to play coy around the whole pretentiousness, using their TikToks to mocking european architecture or, in the case of “Jesus’ Apprentice” creator Lecrae, referring to “the sincerity of his faith” to profit from the same Game that everyone else (incorrect) believe that has done a parody of The Last Supper.
The resulting videos seem a bit thin, with less in-depth or direct commentary than what’s been circulating elsewhere. (After all, if NBCUniversal took you to Paris and put you on air, you probably wouldn’t comment on how Australian breakdancer’s moves are so silly or how you can’t see anything from your prime seat at the Opening Ceremony.)
