For TV marketers, understanding how to best leverage social media is a constantly evolving challenge. New social media platforms appear, while old ones either become less prominent or are used in different ways; a content strategy that worked just a year or two ago may no longer connect with the same audience.
To help answer the question of what TV content is most effective where, here are 6 key trends and insights that marketers should be aware of based on what TV content was most successful on social media in Q2 2019. You can read more in ListenFirst’s State of Social TV report.
1. For Shows With Complicated Narratives, Wikipedia Is An Important Performance Indicator
In Q2 2019, around the airing of its final season, there were 10.1 million page views on the Game Of Thrones Wikipedia page. While less relevant with procedurals and comedies, for television shows that invite a deeper level of audience engagement, tracking Wikipedia traffic is a great way to determine if a program is connecting with audiences on that level.
2. Tumblr Can Offer Great Engagement For Cult Fantasy Shows
While not necessarily the first social platform that comes to mind around marketing TV shows, cult hits that often skew towards fantasy are seeing success on Tumblr. The top performing TV post on Tumblr during Q2 2019, generating 19,077 responses, was The Good Place’s announcement that their upcoming season 4 will be the last. Meanwhile, the Netflix cartoon She-Ra and The Princesses Of Power posted 110 times in Q2 2019, generating 48.4K cumulative Responses.
3. The Most Popular TV Page Content On YouTube Is Music, Not Trailers
Of the top 10 TV Page YouTube videos in Q2 2019 ranked by responses, eight of them were explicitly musical performances. The other two were the K-Pop group Blackpink playing a game on James Corden and K-Pop group BTS practicing their choreography on CBS Sunday Morning. That’s not to say TV trailers can’t be successful on YouTube; the last Stranger Things 3 trailer had 537,117 Responses during that quarter. TV shows that have any music related content should definitely post on YouTube.
4. Broadcast Shows Don’t Have To Act Like Broadcast Shows Online
Riverdale was the highest performing broadcast show in Q2 2019 with a Social Engagement Score of 45,004,058. The top three social media posts by Riverdale in the quarter, which collectively generated more than 3.1 Million responses on Instagram, all contained a call to action to stream the show for free. The reality for many broadcast and cable shows is that their programs are more likely to be viewed through streaming than when they first air on television, and using the real estate of TV Pages to encourage streaming is more likely to directly boost viewership.
5. Tutorials Make Effective Paid Partnership Content On Facebook
In terms of using Facebook TV Pages for paid partnerships, Target’s campaign with the Food Network’s TV Page generated the most success Q2 2019, with an average 89,331 responses on two posts. Those posts were a tutorial on how to boil shrimp and a video on how to make foil-packet chicken fajitas. Sharing branded content that the audience will also find informative is a great way to maximize the value of branded content on a TV Page.
6. Building An Audience On Social Media Takes Patience
The top performing TV Page post in Q2 2019 was an America’s Got Talent video that generated nearly 6.6 Million responses on Facebook—a feature of Kodi Lee, a blind and autistic musician who wowed the audiences (and later won the competition). Meanwhile, the top performing Instagram post in the quarter was a carousel post from The Ellen DeGeneres Show showing kids destroying their parents’ houses with the hashtag #WhyIDontHaveKids.
America’s Got Talent has been on Facebook since 2006 while The Ellen DeGeneres Show has been on Instagram since 2012. Creating an audience for a TV Page takes time, and building a following should be viewed as a long term project, not something that’s given up on after a couple of months.
In order to understand the specifics of what content strategy will work around your TV Page, it’s critical to understand what’s working for the industry at large. ListenFirst provides greater insights into the entire competitive landscape, meaning however social media interest around TV content continues to evolve, your team will be the first to know.
What more information about how ListenFirst can help optimize your TV Pages on social media? Request A Demo Today!