How social media is influencing and changing consumers' way to adapt to the Tokyo Olympics?

Social media has come a long way from being only a medium of connecting people and exchanging hellos. Over the years, the marketing terrain has undergone umpteenth transformations. Today, social media is one of the most crucial tools for brands to reach their customers regardless of the physical boundaries. Even in the face of the strongest storms, social media remained our shore to influence consumers and build online visibility. And what's more, social media continues to extend its scope by helping brands target different demographics, attitudes, and behaviors.

After its cancellation last year due to the pandemic, Tokyo Olympics has finally begun. It has brought people together with the utmost zeal and enthusiasm. However, the pandemic has radically altered our old ways of celebrating; there will be no spectators in the stands this time.

Brands across segments are rethinking their marketing strategy to adapt to the unprecedented changes and swiftly reach out to potential customers. Brands have acknowledged the Tokyo Olympics as one of the right moments to do so. Marketers are leading innovative campaigns to celebrate the moving journey of athletes as they compete and bring laurels back home. India has geared up for the games, and the brands are sparing no effort in encouraging the team.

All will remember Tokyo Olympics 2020 as the delayed and most marketed games. Plus, brands had more than enough time to align their marketing strategies to leverage the phenomenal event. With the changing consumption habits of the consumers, brands have become more digital-led and consumer-driven in their approach.

A few trends social media is backing the Tokyo Olympics with are:

Instagram live:

Social media's most potent weapon has to be the going-live feature. Consumers are always on their phones, and what better way to stay at the top of the game than by watching it live and experience the lives of the athletes on the go. There are dedicated pages on Instagram, hosting live games and making it easier for people to join the celebration.

OTT platforms:

OTT platforms have witnessed exponential growth in viewers; making them essential tools to have on the deck while promoting the Tokyo Olympics and engaging more customers. These platforms offer uninterrupted action for more than 12 hours to cater to sports enthusiasts with an immersive experience of the Tokyo Olympics. In addition, SonyLIV and Disney+ Hotstar are bringing in short and long-form content for viewers to enjoy.

Inspiring stories through Moment Marketing:

Brands have been boosting the players' morale since day one by sharing their inspiring stories and subtly telling the consumers what the brand stands for. Brands across markets like sports, personal care, nutrition, and more were eyeing on-boarding Mirabai Chanu as their brand ambassador for campaigns. Adidas and Mobil oil have been quick to win the partnership. Soon after her win, Dominos India announced lifetime free pizzas for the weightlifter, which says a lot about how brands leave no stone unturned to cheer the athletes and viewers.

Brands have been quick to adapt to the changing trends in the post-pandemic world. Moment marketing keeps the brands on their toes to catch up to the trend before it loses its shelf life. In addition, marketers utilize their resources to the fullest to support athletes while catering to their audience with exclusive stories from Tokyo Olympics.

Note: The author of the article is Sahil Chopra- Founder & CEO- iCubesWire.