In recent days, Internet users have regretted having seen the Paris 2024 Instagram and Tiktok accounts disappear, and the memories that go with them.
Where have the photos and videos of French athletes’ victories gone? during the 2024 Olympics from Paris? Over the past few hours, many Internet users have noticed the disappearance of the Paris 2024 Instagram and Tiktok accounts, with 3.2 and 2.1 million subscribers respectively. Also provoking the anger of some of the teams in charge of communication for Paris 2024.
With Tech&Co, the IOC specifies that the two accounts managed by the organizing committee of the Paris 2024 Olympic Games (Cojo) have indeed disappeared for its benefit, to integrate the subscriber base to the “Olympics” account on Instagram and ” Olympic Games” on Tiktok.
“As communication on the Paris 2024 social networks has ended, the Paris 2024 social network accounts have been transferred to the IOC,” the institution explains to Tech&Co.
The IOC specifies that subscribers to the Paris 2024 Tiktok and Instagram accounts have been “integrated” into the official IOC accounts, which “cooperates with the social networks concerned to make this migration possible”.
Migration progressive
Concretely, the IOC was able to rely on the different technical possibilities proposed par Instagram et Tiktok. For its part, the subsidiary of the Meta group allows you to merge several accounts. Thus, gradually, subscribers to the Paris 2024 account are automatically subscribed to the Olympics account.
On Tiktok, the 2.1 million subscribers to the Paris 2024 account find themselves subscribed to a new account, called Olympic Games.
In both cases, the aim is to capitalize on the popularity of the Paris 2024 Olympic Games to benefit the IOC’s communication, as well as future editions. To Tech&Co, the IOC reminds that this transfer was planned for a long time.
“This operation was carried out on the basis of the host city contract and the digital cooperation agreement between the IOC and the Paris 2024 organization,” explains the Committee.
According to the contract, accessible online“the Cojo is committed to contributing to the legacy of the Games and the sustainability of the Olympic Games by transmitting to the IOC, for the benefit of future organizers of the Olympic Games and the Olympic Movement in general, all data, documents, objects, photographs, videos, systems, websites, software source codes”
What are the potential risks involved in merging the Paris 2024 social media accounts with the IOC’s existing accounts, particularly concerning audience engagement and brand identity?
Question: What do you think are the potential benefits and drawbacks of integrating the subscriber base of Paris 2024’s Instagram and Tiktok accounts to the IOC’s “Olympics” account and “Olympic Games” account respectively?
Guest 1: In regards to the potential benefits of this integration, I believe that it allows for a more streamlined and centralized approach to communication surrounding the Olympic Games. By consolidating all of the content from different sources into one platform, the IOC will have a stronger presence and be able to reach a wider audience. This also demonstrates the IOC’s commitment to using digital platforms effectively to promote the games and engage with fans. However, there could be some drawbacks such as the loss of brand identity for Paris 2024 and potential confusion among subscribers who were following the Paris 2024 accounts specifically. Additionally, there may be some concerns about data privacy and ownership of content created by Paris 2024.
Guest 2: I agree with Guest 1 that there are both benefits and drawbacks to this integration. From an organizational standpoint, it makes sense for the IOC to have control over the official communication channels for the Olympic Games. This ensures consistency and cohesion in messaging across all platforms. However, losing the brand recognition and engaged audience that Paris 2024 had built up could be detrimental to the city’s efforts to promote itself as a host city for future events. It’s also important to consider the potential backlash from fans who were following the Paris 2024 accounts specifically and may feel misled or disappointed by the change. In terms of data privacy and ownership, it will be crucial for the IOC to communicate clearly with Paris 2024 about how this data will be used and protected. while this integration may offer some advantages, it should be handled carefully to minimize any negative impacts on the city’s reputation and the relationships with its fans.
