The Olympic Games Paris 2024 has been monumental for United World Wrestling (UWW) on and off the mat. With the global excitement surrounding the Games, UWW’s social media channels have experienced exponential growth, marked by an impressive 11.2% increase in followers, adding over 508,000 new fans to its digital community. This growth represents a staggering 125% increase compared to the follower growth seen during the Tokyo 2020 Olympics.
Instagram Leads the Charge
The most significant surge was seen on Instagram, where UWW gained over 217,000 new followers, showcasing the platform’s power in reaching and engaging a diverse audience. Following closely behind, Facebook added 183,000 new followers, while TikTok, the platform known for its short, engaging content, brought in 61,400 new followers. This growth highlights the effectiveness of UWW’s content strategy across different platforms.
Record-Breaking Engagement and Impressions
The content shared across UWW’s social media channels has resonated strongly with audiences, generating over 330 million impressions—a remarkable 134% increase compared to Tokyo 2020. The content also achieved an astounding 100 million engagements, and a 71% increase in reach compared to the previous Olympic Games. This surge in interaction underscores the high level of interest and excitement generated by UWW’s coverage of the Olympic wrestling events.
The top three Instagram posts that drove the highest engagement during this period were:
These posts captivated audiences with their compelling content, leading to high levels of engagement and interaction.
Video Content Dominates
Video content proved to be a crucial driver of UWW’s social media success during the Olympic Games. Across all platforms, UWW’s video content garnered over 156 million views, an extraordinary 205% increase compared to the Tokyo 2020 Olympics. YouTube, in particular, saw significant traction with over 21 million views. This success was fueled by a mix of shorts, long-form videos, and live streaming, with shorts emerging as the most popular content format.The top three YouTube videos that had the most views during this period were:
Email Marketing and App User Engagement
Complementing UWW’s social media strategy was a robust email marketing campaign, which ran daily throughout the Olympic Games. The ongoing CRM campaigns helped boost the engagement across Web & App and UWW+.