The 2024 Paris Olympic and Paralympic Games presented substantial media engagement opportunities for US Equestrian, resulting in over 140,000 new followers and a 965% increase in TikTok video viewership. Highlighting support teams and athlete narratives, they effectively created engaging content, including a successful collaboration with celebrities. With plans for continued media growth leading into the LA 2028 Games, US Equestrian aims to further elevate awareness of equestrian sports.

The 2024 Paris Olympic and Paralympic Games not only showcased top-tier athletic performances but also experienced a remarkable surge in media interest, as discussed by Carly Weilminster, US Equestrian Senior Director of Sport Communications & Social Media, in her session with Hallye Griffin, Director of FEI Sport. The event allowed US Equestrian to enhance its digital engagement, garnering over 140,000 new followers across its platforms, chiefly on Instagram, Facebook, TikTok, and X (@usequestrian).

Since launching its TikTok account in 2019, US Equestrian observed an unprecedented spike in engagement during the Games, specifically a 965% increase in video viewership, despite stringent broadcasting restrictions. Weilminster elaborated on their innovative strategies to generate video content without directly showcasing the competition, enabling them to creatively amplify their presence online.

A pivotal aspect of their media strategy involved highlighting the contributions of support staff—grooms and trainers—behind the scenes. Weilminster expressed appreciation for capturing these stories, fostering a greater recognition of the hard work and dedication that modern equestrian sports demand.

The content produced engaged audiences by featuring athletes and their grooms as they prepared for competitions, creating a relaxed environment through lighthearted interactions. An instance mentioned included a segment where McLain Ward’s groom, Virginie Casterman, taught fans basic French, a reflection of the personal stories that enhance audience connection.

Hallye Griffin reinforced the necessity of integrating diverse narratives within equestrian media, emphasizing the growth and excellence reflected in the athletes’ accomplishments. A pre-Games media strategy, highlighted by early engagement with athletes and staff, allowed for effective storytelling that resonated with wider audiences, featuring innovative content such as a mock interview conducted between two dressage horses.

Us Equestrian’s strategy also aimed to demystify the logistics of transporting horses to Paris, demonstrating their commitment to equine welfare. Their collaborative effort with various entities showcased the thorough care horses receive during travel, yielding a video that garnered over 4.1 million views, with additional coverage resulting in 1.5 billion impressions, effectively raising awareness.

The interaction involving Snoop Dogg and Martha Stewart provided an additional focal point during the Games, contributing significantly to positive media impressions amidst prior controversies. This initiative produced 22.7 million impressions, suggesting the potential for celebrity engagement in broadening public interest in equestrian events.

In the wake of the Paralympic Games, US Equestrian celebrated significant achievements by their para-dressage team, notably winning the team gold medal and ending Great Britain’s long-standing dominance. The organization’s content strategy proactively highlighted these accomplishments and the athletes’ journey.

Weilminster mentioned the incorporation of visually engaging graphics to enhance storytelling, likening their presentation to established sporting leagues like the NHL and NFL. This tactic not only improved their social media footprint but also facilitated easier sharing across larger platforms.

Furthermore, US Equestrian developed an informative content hub utilizing the Shorthand platform, which offered comprehensive insights on athlete and horse preparations for the Games. This initiative included streaming schedules and personal biographies, serving as a valuable resource leading into the upcoming LA 2028 Olympic Games.

US Equestrian actively strengthened collaborations with the United States Olympic and Paralympic Committee and several media outlets, successfully amplifying fan engagement. Their efforts resulted in a total of 2.5 billion media impressions, epitomizing the influence of coordinated media strategies leading up to and during the Games.

Looking towards the future, US Equestrian is committed to leveraging its media initiatives to widen its audience reach in preparation for the LA 2028 Olympic and Paralympic Games. US Equestrian recognizes the importance of creating impactful narratives that resonate with both current and potential equestrian enthusiasts.

The 2024 Paris Olympic and Paralympic Games provided a significant opportunity for US Equestrian to enhance its digital media presence and engagement strategies. By integrating behind-the-scenes content, emphasizing athlete and staff narratives, and leveraging celebrity interactions, US Equestrian successfully raised awareness and interest in equestrian sports. Moving forward, they aim to maintain this momentum as they prepare for the LA 2028 Games by continuing to innovate and expand their media outreach.

Original Source: www.usef.org

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