Olympics Data: Instagram Wins Gold on Social Media

The 2024 Paris Olympics weren’t just dominating TV viewership this summer, they also took a central place in social media, fueled by insider looks posted by athletes plus all sorts of news coverage and clips of the myriad events. A CreatorIQ analysis of Olympics action across social platforms from July 1 through August 13 reveals that Instagram won the gold medal for overall coverage. 

• Olympics-related posts on Instagram generated an impressive $1.2 billion in Earned Media Value (EMV), with over 48,000 creators sharing more than 123,000 posts that resulted in 18.7 billion impressions. 
• TikTok had an EMV of $520.7 million with nearly 14 billion impressions from over 28,000 posts, with X (formerly Twitter) taking the bronze medal with $202.5 million in EMV and 17.7 billion impressions.  
• On the brand side of things, Samsung sparked buzz by giving each Olympic and Paralympic athlete a special edition Galaxy Z Flip 6, leading to a host of unboxing videos and viral podium moments including the U.S. women’s gymnastics team post-competition selfie. Overall, Samsung’s campaign generated 157.9 million impressions and $13.7 million in EMV on the #Paris2024 hashtag.