Zac Brady covered the Paralympics from Paris and posted content to his TikTok.
Zac Brady
The International Paralympic Committee (IPC) put out a press release this month in which it announced TikTok viewers raised $500,000 in funding for the IPC’s para sport programs. The IPC stated it partnered with TikTok in an effort to engage a worldwide audience in “[producing] a range of content during the Paris 2024 Paralympic Games.”
This year’s Paralympic Games, which concluded earlier this month, garnered “more than 125 million views [and] 6 million engagements”on the Paralympics’ official TikTok account. The short-form videos produced by the IPC reached an audience of some 120 million people. What’s more, the attention enabled the Paralympics’ follower count on the social media network to 4.7 million; the Paralympic Committee said this number is “more than half” of the Paralympics’ total presence on other social media platforms, which stands at nearly 9 million followers.
“The money raised by TikTok viewers and TikTok through sending virtual Phryge gifts will be invested into Para sport development programs around the world,” Kristina Malloy, the IPC’s chief membership and impact officer, said in a statement for the announcement. “We are extremely grateful that these gifts will help create and support the next generation of Para athletes.”
Zac Brady, a disabled TikTok creator who boasts over 475,000 followers on his account, explained to me in a recent interview via videoconference he’s been streaming live videos on TikTok for two years now, telling me the main thrust of his message concentrates on the notion that “it’s okay to be different [and] okay to do what will work for you.” Brady, a 28-year-old from Rhode Island, was born with a rare condition called acute disseminated encephalomyelitis that left him hospitalized and in a coma for 28 days. It was an opportunity of a lifetime to travel to Paris to cover the Paralympics, saying TikTok assisted him with making all the arrangements for him to get to France. Brady had never been to Europe prior to the Paralympics, as he said being there took him “outside my comfort zone” and had “no idea what to expect” upon arriving in Paris.
Brady told me his history with TikTok began during the pandemic, as he initially downloaded the app with the idea that he’d be an “enjoyer of the app.” Then in May 2021, he was laid off from his job and was subsequently bored. He noticed a lot of “cool stories” on TikTok and was inspired to share his own because he believes his is “pretty cool” and that it would resonate with people. Brady was reticent, however, because he has a severe stutter that he’s also been self-conscious about. Finally, in December 2021, he said he decided he “didn’t care what people say about me” and proceeded to begin creating content for TikTok.
It turned out that Brady’s decision paid dividends.
“I felt a lot of love and a lot of support from a lot of people,” he said. “It was not at all as intimidating after all.”
Brady said the aftermath of embracing social media as a storytelling platform has been revelatory for him. He told me being on TikTok has been helpful in “so many ways than I would have imagined,” adding that it’s unfathomable how many people use social media, in its myriad incarnations, on a daily basis. He receives a lot of comments that his story has proven inspirational and has helped people get through trying times. People have shared their own story being adjacent to disability, having a family member or friend coping with something. For Brady, the feedback has been validating for him; he aspired to change people’s lives by sharing his story—and his experience using TikTok has exceeded every expectation. Again, his decision to go all-in paid dividends.
“I’m so grateful that I’ve been able to meet the amazing and strong people out there,” Brady said. “It has changed my life for sure.”
When asked what he wants people without disabilities to know about the disability community, Brady was emphatic in saying he doesn’t like to be treated differently because he’s disabled. Everyone, regardless of ability, endures hardships of some form. Disabled people, he added, are human like anyone else; we’re capable of doing a lot if given the right opportunities. Brady said he uses his platform to show people how eminently capable he is despite doing some things differently than most.
“I can still get the job done like anyone else,” he said. “That’s my message for people. That’s why I’ve loved to create the content I’ve had so far… just to show other people it’s tough sometimes. However, we [disabled people] still can do it and still can enjoy it.”
In terms of feedback, Brady said he’s been “amazed” by the love and support he’s received from his audience. When he first started, he was admittedly afraid to be vulnerable and share his story because he didn’t want people to leave hateful responses. As it has happened, Brady said 90% of the comments and direct messages he receives has been of a supportive nature. Every so often, he added, there are unkind comments, but he doesn’t let the haters get to him. Brady is confident in his abilities and “[knows] the value I bring [and knows] what I’m capable of.”
As to the future, Brady told me he’s focused on growing and building his TikTok community. He’s also keen on diversifying his work, insofar as he said he wants to move beyond TikTok to include other social media apps, particularly Instagram, YouTube, and “whatever comes next.”
“I want to grow and get myself out there and see if I can do [content creation] full-time for the rest of my life,” Brady said. “I love to make an impact on people. I love to show everyone that it’s okay to be you, no matter what that entails. The goal is to do this for as long as I can.”
