People don’t watch the Olympics in the same way they used to. Because of that, NBC Sports has come up with different ways to reach viewers, specifically the younger demographic. One partnership that came to fruition was with musical.ly, a popular mobile platform with entertaining short videos.
Over the last two weeks fans have gone behind-the-scenes in PyeongChang with a pair of social correspondents, Nia Sioux and Ross Smith. Sioux is known for her appearances on Dance Moms while Smith is a social media star who creates short, comedic videos. musical.ly also encouraged fans to submit their own video reactions using in-app hashtags.