It’s commonly assumed that we are living in the era of Peak TV, with a recent report finding that a record 495 original scripted shows were released in 2018.
In such a competitive environment, it’s more important than ever for TV marketers to have the latest and best intelligence around social media trends, to boost audience awareness and engagement around their shows. With that in mind, ListenFirst just released the Q2 2019 edition of our State Of Social TV Report. Here are the 6 key social media insights from this report explaining how TV and media brands can optimize their social media strategy.
Social Media Insights #1: YouTube and Instagram are the Top Channels for Fan Growth
In Q2 2019, YouTube and Instagram were the social platforms where TV had the most success generating new fans. During that same quarter, TV pages only generated 54% as much Fan Growth on Facebook and 26% as much Fan Growth on Twitter compared to YouTube.
For shows looking to optimize their fan growth on social media, YouTube and Instagram should be the focus.
Insight #2: The Long Term Trend is Social Media Growth for Streaming Shows
Comparing Q2 2019 to Q1 2017, the volume of engagement around Streaming TV programs increased by 229%. During the same time period, engagement for Broadcast TV programs increased by 44%, and engagement for Cable TV programs increased by 3%.
There are a few things going on with that trend—the volume of streaming shows being produced has greatly increased since 2017 and the cumulative totals tend to be top-heavy.
However, the increased volume of new Streaming programs also speaks to the importance of social media engagement. 30% of the social engagement for Streaming programs in Q2 2019 was from Stranger Things specifically. With marketing budgets limited, and so much competition in the marketplace, building a fanbase on social media becomes even more critical to the success of Streaming shows.
Insight #3: Premium Cable TV Engagement Will Probably Dip Next Quarter
Social engagement for TV Pages for Premium Cable shows increased 207% in Q2 2019 compared to Q1 2019. However, 86% of the social engagement around Premium Cable TV programs in Q2 2019 was directly attributable to Game of Thrones, a show that ended during that quarter.
Long term, engagement around Premium Cable TV programs is still trending upward—engagement increased by 69% from Q1 2019 to Q1 2017—but there’s no standout opportunities in sight on social for Premium Cable marketers based on last quarter’s increase.
Insights #4: TV Pages Are Seeing Better Results From Fewer Tweets
In Q2 2019, the volume of Tweets posted by TV pages decreased by -11% compared to Q1 2017. However during the same period, the volume of responses on content posted by TV pages on Twitter increased by 55%. This indicates that as marketers learn to be more strategic about what they tweet on Twitter, the platform will become an even better tool for communicating with TV fans.
Insight #5: Branded Content On Facebook TV Pages Has Less Organic Reach But Is Still Valuable
The organic reach for Facebook branded content posted by TV pages dipped to 9.64% in Q2 2019, which is the lowest it’s been since Q1 2017 when organic reach was 9.50%. Previously, it’s been as high as 13.68% (in Q3 2017). While a decrease in organic reach is never a good thing, TV pages are still seeing far higher Facebook organic reach than consumer brands.
Meaning using TV pages for Facebook Branded Content Partnerships is still an effective way for consumer brands to extend their organic reach.
#6: Instagram Is A Great Video Platform For TV
TV pages saw their average video views on Instagram decrease by 3% in Q2 2019 compared to Q1 2019. While at first glance that sounds like a mild negative, it was the first quarter since Q3 2017 that TV pages’ video views didn’t increase on Instagram. That level of consistent growth underlines how valuable a tool Instagram is for marketing TV pages’ video content.
With Instagram and YouTube showing impressive growth, and Facebook and Twitter situationally proving to be powerful resources; social media continues to be a great communication tool for the TV space. Better understanding social media trends will even further unlock the marketing potential of TV.
Want more social media insights and to learn how ListenFirst can help optimize your media brand? Request a Demo Today!