Viral appeal: what makes athletes so beloved online

Hey there! ??

This is T.A.I.F. (Thank Appinio It’s Friday), your new favorite way to kick off the weekend. Here we dive into recent trending moments on social media and pair them with our freshest insights. Think of it as your perfect mix of pop culture and data-driven discoveries, served up just in time for the weekend.

The viral moments we couldn’t get enough of ??

The Olympics are always full of surprises, but this year’s games brought us more than just medal-worthy moments–they gave us viral sensations. With their athletic prowess and cool-as-a-cucumber personalities, this year’s athletes captured our hearts and blew up our feeds. But what makes some athletes so incredibly popular? We decided to find out by asking fans in Germany and the UK what they loved most about their favorite Olympians.

Turkish shooter guy, Pommel horse guy, the Aussie breaker, The GOAT ??

This summer’s Olympics gave us several internet sensations. Kim Ye-ji, the South Korean pistol shooter, who captured attention with her cool and collected demeanor and sharp shooting style, complete with a stuffed elephant toy from her daughter on her hip.

Then there was Henrik Christiansen, the Norwegian swimmer affectionately dubbed the “muffin man” on TikTok for his insatiable love for chocolate muffins, which even led to a temporary shortage in the Olympic Village.?

Yusuf Dikec, the pistol shooter who took home the silver medal for Turkey, became a meme sensation competing with one hand in his pocket and a calm demeanor that had some fans playfully speculating he might be an assassin. Photos of him and his cat subsequently went viral.?

Tom Daley returned for his fifth Olympics and melted hearts once again when he was spotted knitting between events—his creations even earned their own fan following online. Stephen Nedoroscik, the American gymnast, wowed on the pommel horse and became an internet favorite by casually solving a Rubik’s cube while waiting for his turn.

And then there’s going viral for the wrong reasons, Rachael Gunn, aka Raygun, the Aussie breaker who went viral for her unique (?) breaking routine that scored her a 0 in the sport’s Olympic debut. Sadly the sport won’t be returning to the Olympics in 2028.

And while these moments were unforgettable, Simone Biles is in a league of her own. The gymnastics GOAT came back with a bang after having to withdraw in 2020 due to a case of the “twisties”. She made a statement with her confidence, epitomized by the diamond goat necklace she wore. Her presence at the Games was nothing short of legendary.

These moments weren’t just entertaining—they made these athletes relatable, memorable, and lovable. But what really drives this online affection? To get to the bottom of it, we used MaxDiff analysis (that's "Maximum Difference Scaling" for us market research mortals on the Social team).?

For German fans, performance is everything ??

1 in 3 Germans watched this year’s events live, and for them it was all about performance. Outstanding performance was the top trait that made an athlete beloved, followed closely by exceptional sportsmanship and unique talent. Fans named Simone Biles as a standout favorite, appreciating her undeniable skills and inspiring journey. The Turkish shooter Yusuf Dikec also made a big impression—his cool and casual style earned him a spot in the hearts of many German fans.

Interestingly, social media fame didn’t rank as highly among the athlete traits. German fans were more focused on the athletes’ athletic prowess than their online presence.

For UK fans, it’s also a love of talent and sportsmanship ??

Half of Brits watched most events live and outstanding performance also topped the list for UK fans, with sportsmanship and unique skills following closely behind. Simone Biles was once again a favorite, along with Tom Daley and Adam Peaty, who won hearts with their dedication and success. And yes, Yusuf Dikec/”Turkish shooter guy” charmed UK fans too.

Just like in Germany, UK fans weren’t too fussed about an athlete’s social media fame. It’s clear that for them, what happens during the competition is what truly matters.

Unpacking star potential ?

Our MaxDiff analysis shows that while viral moments make athletes memorable, it’s their performance, sportsmanship, and talent that really win fans over. Whether it’s the cool confidence of a sharpshooter or the awe-inspiring routines of a gymnastics legend, what happens on the field still matters more than what happens online.

Get all the data ??

We’re curious—who were your favorite athletes from this year’s Olympics? Was it a viral sensation or someone who impressed you with their skills?

Check out all the data for Germany and the UK on the Boards.