TWITTER

The micro-blogging platform enabled fans to follow country-specific content

Twitter had a dedicated section in its “moments” function which featured content and stories unfolding during the Games. The moments function was geographically tailored for Twitter’s primary markets – such as Australia, France, Japan, the UK and the US. It meant people in these markets were able to follow country-specific Moments. By tapping to follow a country Moment, relevant Tweets were added directly into the timeline during the Games.

In addition, Twitter created hundreds of new emojis for users to tweet during the Games – including 207 team flags – one for each competing nation.

This is the most the company has ever released for one single event and when users tweeted a country’s Olympic initials (GBR for the UK, for example), the miniature flag appeared in the relevant tweet.

Twitter also created mini icons for each Olympic sport, so users who were tweeting about #Swimming, #athletics or #WrestlingGrecoRoman got the appropriate sport logo attached to their tweet.
During the Games, tweets including the hashtag #Rio2016 were viewed 75bn times and, in total, more than 187m tweets were sent about the Games.

Most mentioned Athletes on Twitter during Rio 2016

Twitter created 207 team flags and these were automatically added to tweets which contained Olympic country codes such as GBR

FACEBOOK & INSTAGRAM

Facebook and Instagram used their new video capabilities to engage users

The biggest advance Facebook has made in the four years since London 2012 is the way it has embraced video. That meant during Rio 2016, fans could share and view medal-winning footage and other highlights on their timelines.

On a corporate level, Facebook was keen to engage official broadcasters. It teamed up with more than 20 licensed TV companies and National Olympic Committees in order to secure firsthand content for its website and its photo platform Instagram.

In the US, Facebook struck a deal with NBC – the rights holder for the Olympic coverage – which saw the official broadcaster publish exclusive highlights directly to Facebook and Instagram.

Interestingly, NBC – along with many other broadcasters – also tapped into Facebook Live, the live-streaming video tool, transmitting interviews with athletes and commentators directly to Facebook. NBC also partnered Facebook for the creation of a “Social Command Center” on-site in Rio, which saw NBC producers capture Facebook Live content, including interviews with NBC commentators and athletes. However, NBC limited actual competition footage to the broadcast networks.

According to Gary Zenkel, president of NBC Olympics, the move was about reaching out and bringing in new viewers for the NBC coverage. “The partnership was about fueling the Olympic conversation and driving interest in watching the Games,” he said. “And it’s a natural outgrowth of our mission to share the stories behind the athletes.”

Facebook worked with Olympic broadcasters, and became one itself, via massive use of Facebook Live

Google

Olympic stats were given alongside every search, while Street View gave 360º feeds

Search giant Google added several new features for Rio 2016 which allowed users easy access to information about the competition.

During the two weeks of the Games, Olympic-related searches on Google automatically brought up event schedules, medal counts, athlete information, and TV schedules alongside other searches.

Google Maps was also enhanced and put into Games mode, thanks to a pioneering partnership between Rio 2016 and Google. Users were able to virtually explore different parts of Rio de Janeiro and the Olympic venues by ‘entering’ the venues via Google Street View, where they could get a 360-degree view of the stadiums, arenas and pools.

To capture the footage, Google used its ‘Trekker’ – a 18kg backpack, fitted with 15 sophisticated cameras and carried around the venues by a technician.

“Street View gave users a chance to see the venues from the same perspective athletes had during the Games,” said Rio 2016 comms director Adriana Garcia.

The Google team used ‘Trekker’ to capture footage of the Olympic venues which was shared on Google Street View and Google Maps

Google Street View and Google Maps

Snapchat

Rio 2016 launched a Snapchat account which followed the Olympic Torch relay

While final engagement and viewer figures were still to be confirmed at the time of going to press, it was clear one of the newer kids on the social media block had performed well on its Olympic debut. During the first seven days of the Olympics, 49 million viewers had turned to image messaging platform Snapchat to watch some form of coverage from the various sporting event.

During Rio, Snapchat’s Live Stories option – compilations of “Snaps” from users which disappear after 24 hours – showcased video snippets of sporting action and crowd reaction, adding a unique take on the more traditional competition footage.

While Snapchat secured a deal with NBC to post licensed content on its Discover section, its biggest coup was signing an agreement with the Rio Organising Committee. The deal meant Rio 2016 launched an official Snapchat account which followed the Olympic Torch Relay across Brazil. As the Games began, the coverage switched to a first-hand look at the “mood” of being in Rio every day.