During the Paris 2024 Olympics, summer sport federations saw significant Instagram growth between 26 July and 13 August 2024. World Aquatics led the way with 423,660 new followers, followed by World Athletics with 216,925, and Olympic Wrestling with 199,031 new fans.
FIG Gymnastics ranked fourth with 149,072, while FIBA basketball attracted 133,555 new followers. The top ten included Volleyball World (76,466), Badminton World Federation (72,901), and FIFA World Cup (60,168), which posted some Paris 2024-related content during the event.
Smaller sports such as World Sailing and the International Weightlifting Federation saw more modest growth, with 6,119 and 2,483 new followers, respectively. World Pentathlon had the least growth, with just 1,073.
Gymnast Rebeca Andrade was the standout individual, gaining over 8 million new followers, surpassing all Olympic stakeholders, including National Olympic Committees, Rights Holding Broadcasters, Top Sponsors, Paris 2024, and the International Olympic Committee.
Full list of Instagram growth rankings available below:
When it comes to measuring "share of voice," the Olympics offer a unique opportunity due to the ultra-complex ecosystem that includes federations, athletes, sponsors, and media organisations. The dynamic nature of the Olympics allows for more comprehensive analysis that goes beyond just interactions, incorporating important metrics such as follower growth.
Follower growth is significant as it serves as a key indicator of long-term engagement. Unlike likes or comments, which reflect short-term interest, follower growth demonstrates the ability to convert temporary attention into lasting fan loyalty. This metric also highlights an organisation's or athlete's capacity to expand their brand reach, connecting with new audiences and increasing their global presence. This, in turn, can lead to more sponsorship opportunities, media coverage, and commercial success.
Moreover, a larger follower base enhances influence and visibility, allowing organisations to shape conversations and set trends in the crowded social media landscape. By having more followers, these sports or organisations gain a greater ability to reach a broader audience, making their voices more impactful in the overall Olympic ecosystem.
Therefore, evaluating follower growth alongside other metrics provides a more complete understanding of which organisations are truly expanding their influence during the Olympics, contributing to their overall "share of voice."