The 32nd Olympic Games is about to open in Tokyo, but it was postponed by a year due to the pandemic, and there are still uncertainties in Japan. COVID situation, Twitter has today Overview It hopes how to help users participate in discussions around the event, which also includes how brands use the surrounding trends for matching marketing.

First, as the norm for major events, Twitter is adding custom hashtag emoji (or “Hash sign‘As some people know), for the event itself and the participating countries:

according to Twitter:

“Fans around the world can use the official Olympic Twitter emoji throughout the Olympics. When you post #Olympics and related hashtags in more than 30 languages, the emoji will be unlocked. Twitter will also provide Emoticons For each country participating in the competition, it will be unlocked when you post a three-character country tag on Twitter. Finally, fans can cheer for the refugee Olympic team via Twitter during the Olympic Games#Enhanced oil recovery Unlock their team emoji. “

Twitter also added a custom hash mark specifically for American gymnast Simone Biles, because she hopes to build on her Olympic legacy.

It seems that other athletes may also get similar hash marks throughout the game.

Twitter also added a new Olympic exploration tab on the desktop during the event, as well as new Olympic themes to follow to stay up-to-date.

Twitter will also run a custom game event page, which contains popular tweets from trusted accounts.

“You will be able to follow the actions and reactions of large events and top games. We will also provide customized event pages for different countries/regions. These pages will contain top tweets that capture the experience of that country/region.”

Among the new features this year, Twitter introduced what it calls #Expert engine Experience, this will provide users with a way to learn more about Olympic events.

When you send a tweet via tweet, you will receive a reply containing facts and animation clips related to the event.

If you want to learn more about the event, or you just want to know a friend or partner who suddenly thinks he/she knows everything about modern pentathlon and its athletes, this may be a convenient choice.

Twitter also pointed out that in terms of the overall number of tweets, the most popular Olympic events so far are:

  1. football
  2. basketball
  3. tennis
  4. Swim
  5. baseball

Although the most popular individual athletes are:

  1. Chijiang Pear Flower (@rikakoikee)-Swimming, Japan
  2. Simone Byers (@Simone_Biles)-American Gymnastics
  3. Naomi Osaka (@naomiosaka)-Japanese Tennis
  4. Nishikori Kei (@keinishikori)-Japanese Tennis
  5. Mitsuhei Uchimura (Replying to @Kohei198913)-Japanese gymnastics

These may change during the event, because there are always new heroes and stories appearing. However, if you are looking for the focus of the Olympics dialogue, these are some good tips at this stage.

This may be the most enthusiastic brand seeking tying opportunities-in this regard, Twitter also has Shared some tips for marketers To help their plan.

Twitter’s main considerations for brand tying are:

  1. Master the correct tone and theme – Have 33 different sports to choose from, so don’t limit yourself to the most popular events​​
  2. Familiar with time zone -According to Twitter, 28% plan to use their favorite social platform to watch highlights in the morning
  3. Make the most of digital first -Since there is no IRL crowd, more fans than ever will seek online participation, which is a huge potential opportunity
  4. Plan for the unexpected -As the COVID-19 situation is still evolving, things may change quickly, so if you have developed a strategy, please be aware that it may be blown out of the water, just like that
  5. Define your goals -Consider not only your basic social media engagement goals, but also the actual brand advantages you want to gain from matching activities

These are some solid notes, and if you are planning a related tweet strategy, it’s worth considering these elements and making sure you are well prepared.

Because no one knows what will happen in the next few weeks.Even now, in the case of COVID Japan deteriorated, I still feel that the Olympics may be completely cancelled, and in the past, the Olympics have occupied such a significant dominant position in the surrounding media cycle, so it is very likely that it is difficult for your brand message to be heard throughout the event.

Maybe. Due to the changes in COVID, it feels different this time. It would be strange to see the world record being broken and almost no crowd reaction. Maybe this means that the Olympics will be less influential and destructive in the general media sense-or because of the pandemic, people will become more and more keen to unite around the Olympics, and it will be greater than ever.

It’s hard to say, but you can definitely expect to hear more discussions about sports, which may need to be taken into account in your plans.


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