LIna Nielsen recalls the moment when inspiration struck. While lounging around the Olympic Village in Paris with her sprinting comrades, she felt bored. “I turned to Yemi Mary John and said, ‘Let’s transform this into TikTok,'” Nielsen recounted. She retreated to her room, grabbed the flip phone assigned to each player, and entered the following into an Excel sheet: “Come on, come at me.”

Shortly after, she swiftly created a five-second parody of Kelly Rowland’s music video text message blunder. “It’s amusing how a video that’s both simple and effortless can be so impactful,” Nielsen remarked with a chuckle. She still finds it hard to believe that her TikTok channel was the most popular among all British athletes at the Olympics, surpassing even the second-place finisher Tom Daley. By the end of the two-week Olympic event, her channel had more views than the Australian and German teams combined.

Nielsen, along with her twin sister Raviai, who also participated in the Paris Games, joined countless athletes in sharing glimpses of village life, ranging from chocolate muffins to cardboard beds. “It served as a good distraction because too much focus on competition can lead to intensity. Social media helped to take my mind off things,” she stated. While Nielsen was defeated in the 400m hurdles semi-finals, she later aided the British relay team in clinching a bronze medal in the 4x400m event.

The “TikTok Olympics” of 2024 uncovered surprising trends, revealing that female athletes outnumbered their male counterparts on social media platforms. Research conducted by the Women in Sport Trust disclosed that female athletes constituted 69% of TeamGB’s total TikTok content and 67% of its views. Globally, women’s voices dominated the discourse in Paris, spanning from Australian water polo ace Tilly Kearns to Dutch skateboarder Keet Oldenbubing.

American gymnasts’ feeds showcased Mykayla Skinner criticizing her former teammate’s work ethic before seizing the gold medal, and Simone Biles celebrating post-victory with the caption, “Champions. Lack of talent, lazy, Olympians.” The subsequent attention on this post evolved into its narrative.

However, the standout star of the competition was American rugby luminary Ilona Maher. Her signature lipstick and unfiltered demeanor in the fake Love Island video from the Olympic Village captured hearts. The 28-year-old, who bagged a bronze medal for the United States in Paris and was a runner-up on Dancing with the Stars, soared to fame upon joining the Bristol Bears team recently.

“I won’t even earn six figures in rugby, that’s the harsh reality,” Maher shared in a recent interview. “Some might perceive that I’m not serious about my career, with TikTok-ing and all, but it’s necessary for me. That’s where I generate most of my income.”

Her candidness plays a vital role in her appeal. “She stays true to herself,” remarked rugby sevens player Ellie Boatman, who scored in the quarter-final clash between Great Britain and the United States. “Her authenticity resonates with audiences. She candidly shares about her journey. Initially hesitant, she now takes pride in it, something that many women can relate to.”

Boatman has amassed a substantial following of her own, with her kit rundown being Team GB’s most-viewed video. Her online presence has grown through open discussions about overcoming eating disorders, advocating social media as a platform for sportswomen to exhibit vulnerability and authenticity.

“Previously, athletes merely kept their focus on performing and diligent work,” Boatman reflected. “Now, people are more intrigued by the person behind the athlete. It’s wonderful to witness more narratives about personal journeys unfold recently.”

In an era where highly-paid male athletes appear disconnected from reality, empathy becomes a unique selling point in the sports industry.

Jenny Mitton, managing partner and head of women’s sport at M&C Saatchi Agency, noted that sportswomen naturally possess effective social communication skills due to the historical need for them to advocate for themselves. “When they are passionate about an issue, be it excelling in the sport or combating discrimination, their sincerity shines through, resonating with audiences,” Mitton added. She pointed out that authenticity is what flourishes on social media platforms.

This newfound power of female athletes in addressing important issues on social media is seen as a positive development by Lina Nielsen, who, living with multiple sclerosis, aspires to advocate for those with disabilities. “Using my voice to raise awareness about MS is something I strive for,” Nielsen expressed, highlighting the impact social media has in driving change and creating a platform for important conversations.