THE OLYMPICS, & TIK TOK ADS
After seeing this TikTok on my feed, I was reminded that yes, the summer Olympics are still happening this year. The creator, @fitswithlogs, introduces us to the five new sports that were added to the Olympics for the first time (surfing, sport climbing, skateboarding, karate, and baseball/softball), and the women we can expect to see dominating. The TikTok, along with the excitement of Sha’Carri Richardson’s 100-meter Olympic trial win this week, made me remember how much I loved watching the Olympics as a kid, and genuinely look forward to watching this summer. However, on the flip side, there’s still a pandemic going on. As Tokyo resident Yurié explained on TikTok, the majority of locals are opposed to the Tokyo Olympics carrying on as planned. And as the NYT documented on Wednesday, just 7 percent of Japanese residents are vaccinated, and the country experienced a new surge in Covid cases just last month. The games will, however, have many more restrictions than usual. Olympic attendees must wear masks and take temperature checks. They will not be allowed to touch other fans, cheer loudly, high-five each other, or get autographs from athletes. I know there’s a lot of revenue at stake here—both for local businesses, the travel and hospitality industry, the athletes, and the IOC—but is the risk really worth it?
Not to state the obvious, but the way we get content is changing—and so is the way people get paid for making that content. And as advertising goes mobile and young consumers get savvier, it’s getting pricier and pricier to market to the youngest generation. Take Gen Z’s favorite app, TikTok (as of last August, TikTok reports that 45% of its users are under 18 and there’s a total of over 100 million US users on the app). The platform was previously charging up to $1.5 million per day for its “TopView” ads—the ones users see as soon as they open the app. Now, that astronomical rate is bumping up to a staggering $2 million per day by the end of this year.
With all of this TikTok talk, I of course have to share two of my favorite creations from this week. Flash mobs are apparently back, people. And I personally am not mad about it. Also, this creator shared a divided disagreement she’s having with her mom while driving. I’m on the mother’s side, but please reply back with your thoughts on this important issue.
—Darlene Kenney, Digital Strategist
