The 2024 Paris Olympics weren’t just a showcase of athletic excellence—they were a social media spectacle, capturing hearts and attention across the globe. From record-breaking feats to unexpected viral moments, the Games became the stage for athletes and social media stars alike. The following insights and strategies were first reported in Tubular’s State of Social: H2 2024 report.
For instant access, click here.
Now, let’s break down the moments that dominated feeds and sparked conversations.
The River That Became a Symbol
One of the biggest pre-Games narratives was about Paris’ attempt to clean the once heavily polluted Seine River. The river had been unfit for swimming for over a century due in part to pollution–and it has actually been illegal to swim in the Seine River since 1923. Enter a 1.4 billion euro ($1.5 billion) investment in infrastructure, part of a massive effort to restore the river in time for the Olympics.
Paris Mayor Anne Hidalgo made a splash, quite literally, by diving into the newly treated waters to prove they were swimmable. And while her swim might not have broken Olympic records, it made waves on social media. From supportive cheers to skeptics questioning the cleanliness, the moment became a trending topic, symbolizing Paris’ commitment to environmental progress.
Updates about the river cleaning and related protests mainly occurred on TikTok, with views hitting 52.6 million. The #1 most viewed video about the protest was boosted by influencer, Zoe in Paris.
Human Resilience: The Refugee Olympic Team
Another historic storyline centered on the continued journey of the Refugee Olympic Team. Formed in 2016, this team represents athletes who’ve overcome unimaginable adversity to compete on the world’s biggest stage. And in 2024, they celebrated their first-ever Olympic medal.
Cindy Ngamba, a Cameroonian boxer, fought her way to a historic victory, capturing not only a medal but the attention of social media worldwide. Her triumph was a poignant reminder that the Olympic spirit transcends borders and challenges. Platforms exploded with posts celebrating her resilience and the hope the Refugee Team embodies. Leading up to the Olympics, Nike partnered with Cindy on a video released on YouTube in May 2024. So far, the video is still the #1 most viewed video about the Cameroonian boxer this year. Media & Entertainment broadcasters posted 44% of cross-platform content related to Cindy, while influencers posted 23% and brands posted 20%.
A New Viewing Experience: Alex Cooper & Peacock
Peacock is the #5 creator uploading content about the 2024 Paris Olympics (YTD) with 193 million cross-platform views.
But Peacock didn’t rely solely on its own earned views. The streaming platform also utilized social media and podcast sensation, Alex Cooper, to bring streaming audiences a brand new viewing experience, “Watch with Alex Cooper”. The podcaster’s viewing experience involved interviews and interactions with many fans and celebrities, alike. She was quoted by Access Hollywood saying, “The real sports fanatics, go watch the game. Come over to us if you want to have a good time!”
Viral Stars: From Shooters to Surfers
Every Olympics has its unexpected internet sensations, and Paris delivered in spades.
Turkish shooter Yusef Dikec became a social media legend, not just for his skills but for his swagger that reminded many of an undercover spy or secret agent. Competing in flip-flops, with one hand casually tucked in his pocket, the 51-year-old was immediately compared to action heroes like James Bond and John Wick. Fans couldn’t get enough of his nonchalant style, proving that sometimes, attitude is everything. Across TikTok, YouTube, and Facebook, content about Dikec has garnered 513 million views!
Then there was the “levitating surfer.” A Brazilian athlete was photographed emerging from a wave, standing straight up with a finger pointed skyward. The image was so surreal it sparked debates about AI manipulation. Social media users couldn’t believe their eyes, and the image quickly became a defining meme of the Games, dubbed the “magic moment” of the Paris Olympics.
Alongside the athletes who stood out on social media as a whole, here are the Top Olympic Athletes trending on TikTok:
Legends Continue to Rewrite History
The 2024 Olympics weren’t just about surprise stars; they were also about established legends cementing their legacies.
Simone Biles, at 27 years old, returned to remind everyone why she’s considered the greatest gymnast of all time. As the most decorated American gymnast in history, her performances continued to defy logic and inspire a generation. Social media was flooded with tributes, fan art, and videos celebrating her awe-inspiring return to dominance.
Meanwhile, swimmer Katie Ledecky clinched her eighth gold medal, making her the most decorated US female Olympian in history. The internet responded with reverence, celebrating not just her victory but her decade-long reign over the pool.
And on the tennis courts, Novak Djokovic finally fulfilled a lifelong dream by securing his 24th Grand Slam. At 37, with whispers about his impending retirement growing louder, he silenced his critics in dramatic fashion. His victory was celebrated as a masterclass in perseverance, with fans across social platforms applauding the GOAT’s final triumph.
Records That Set Social Media on Fire
Armand Duplantis, the Swedish pole vaulter, broke the pole vault world record, prompting an explosion of awe across social media. His gravity-defying leap seemed almost otherworldly, and his viral moment was quickly immortalized by fans and brands alike.
But perhaps the most buzzworthy race of the Games was the men’s 100-meter final. USA’s Noah Lyles edged out Jamaica’s Kishane Thompson by just 5/1000ths of a second, making it the closest and fastest race in history. All eight men finished in under 8 seconds, making this race a social media phenomenon—one of those moments sports fans will be talking about for years to come.
The #1 most viewed video about this historic moment was posted by the NBC Sports official YouTube channel, garnering 2 million views within just 2 days of uploading. Influencers posted 60% of content about the world’s fastest race, while Media & Entertainment properties posted just 35%—which leads us to believe that social audiences would love to see more coverage from publishers.
The Breakdancing Debut No One Saw Coming
Of course, not all viral moments come from triumphs. Breakdancing made its Olympic debut in 2024, and while fans were intrigued by the idea, the execution sparked laughter and criticism. Australian dancer Rachel Gun, known as “Raygun,” stunned the world—but not in the way she intended. After her performance, judges awarded her a brutal zero points. Social media didn’t hold back, with memes mocking the performance and questioning whether breakdancing had a place in the Olympics at all.
Despite the backlash, the viral moment captured the unpredictable nature of the Olympics and how even in moments of failure, social media amplifies the story. While tons of publishers and influencers shared their perspective on the event, The Wrap shared Raygun’s personal response to the backlash she received online and drove back to an article on their owned and operated website.
Aside from breakdancing’s monumental debut at the 2024 Paris Olympics, here are the most viewed and engaging Olympic sports:
The Olympics in the Age of Social Media
The 2024 Paris Olympics demonstrated that, in today’s world, the Games aren’t just about athletic glory—they’re about global conversations. Every triumph, every meme, every unexpected moment ripples across the internet, becoming part of a broader narrative. At Tubular Labs, we’re here to help brands and media organizations tap into global conversations by understanding viral moments and leveraging them for success.
The Olympics might be over, but the social media stories will live on—and we’ll be tracking them every step of the way. Sports publishers and sponsors can learn a lot about best social media practices from the 2024 Olympics. Here are some of the content strategy highlights we uncovered from this summer’s events:
For more insights like these across categories like music, gaming, and news, read The State of Social: H2 2024 report.