The Paris Olympics made a significant impact on TikTok, generating over 1.3 million posts, an astonishing 1,828% increase compared to the Tokyo Games. This surge in activity was revealed by the social media platform on August 7, highlighting the growing influence of TikTok in global events. The partnership between TikTok and Team GB played a key role in this explosion of content, with 233,440 creators contributing under the hashtag #Olympics, marking an 822% rise from the previous Olympics on Tiktok. The hashtag #Paris2024 also saw massive engagement, accumulating over 526,700 posts.
Two athletes emerged as the biggest viral stars of these Games: Norwegian swimmer Henrik Christiansen, also known as Muffin Man, and U.S. pommel horse champion Stephen Nedoroscik. Christiansen captivated the TikTok audience with his love for chocolate muffins, a passion that resulted in 83 million video views. His fondness for the sweet treat became so popular that the Olympic Village reportedly consumed 3,000 muffins daily, although it’s unlikely Christiansen ate them all. On the other hand, Nedoroscik gained fame after winning a bronze medal and sparking comparisons to Clark Kent, making him the first athlete to create a viral moment during the Paris Olympics 2024.
Rollo Goldstaub, TikTok’s global head of sports partnerships, acknowledged the platform’s role in setting trends, noting that viral moments like the Muffin Man, pin trading, and Simone Biles biting down on her medal all started on TikTok. These trends not only reflect the culture of the Games but also integrate deeply into pop culture. Goldstaub shared these insights at a Team GB event, which featured live performances by Natasha Bedingfield and Cat Burns.
Bedingfield’s performance was a highlight, particularly when she sang her hit “Unwritten,” a song that has gained renewed popularity on TikTok, being featured in over 1 million videos and earning a spot in Spotify’s Billions club. Burns, a double platinum artist and TikTok Breakthrough Artist of 2022, also delivered an impressive performance with her song “Go.” Since her rise on TikTok, Burns has signed a record deal and collaborated with stars like Sam Smith and Ed Sheeran.
Looking ahead, Goldstaub expressed excitement for the upcoming Winter Olympics in Milan and the 2028 Games in Los Angeles, where the presence of stars like Tom Cruise is already anticipated. His comments underscore TikTok’s growing role in sports and its potential to drive engagement in future global events. The Paris Olympics, with its record-breaking social media presence, is just a glimpse of what’s to come.
