For TV Marketers, it goes without saying that’s it’s getting harder and harder to raise awareness around your shows. In FX’s annual study of scripted originals on TV, they found a once unfathomable 495 scripted original TV shows aired in 2018 on either broadcasting, cable, or online streaming.
In such a saturated ecosystem, and that’s just looking at scripted content, it becomes more important than ever to stay informed on the latest social media marketing best practices which is why the ListenFirst State of Social TV 2019 report is such an essential resource.
Gallery Outperforming Other Instagram TV Page Posts
One of the most important findings unearthed in this year’s comprehensive study which included tracking 1,500k+ TV pages on Instagram is the ascendancy of gallery posts. Since Q4 2018, gallery posts have generated the highest average response rate (likes, comments) for TV page posts on Instagram. For instance, in Q1 2019, gallery TV posts generated a 6% higher response rate than image TV posts, and a 46% higher average response rate than video TV posts.
Additionally, ListenFirst found that the average response rate around Gallery TV posts on Instagram increased by 104%, comparing Q1 2019 to Q1 2017. During that same time-period the average response rate for single image TV page posts increased by 67% with the response rate for video TV posts increasing by 38%.
Gallery Posts Best Match for Audience Attention Span
So why are response rates for TV Page gallery posts on Instagram higher than TV posts using single images and significantly better than response rates for TV Page posts using video? Think about it in terms of the Eight-Second Attention Span rule. In 2016, a Microsoft study of Canadian media consumption found that the average attention span had fallen to eight seconds, compared to twelve seconds in 2000.
While eight seconds is a smaller number than twelve; eight seconds is still a lot more time than it takes to get through the average photo on an Instagram post, while being significantly less time than it would take to get through a one to two-minute video trailer for a TV show. Meaning TV Page gallery posts fall squarely within the sweet spot of the user’s actual attention span.
For instance, here are some top TV Page Instagram gallery posts from Q1 2019:
- Netflix: The Ten Year Challenge, through the first episode and last episode of Friends – 1.24 million responses (likes, comments)
- Riverdale: It’s not easy being a teenager cast photos – 464.7K responses
- E! News: Betty White turns 97 photo gallery – 458.7K responses
- Game Of Thrones: Teaming up with American Red Cross at SXSW – 439.6K responses
- SportsCenter: #10YearChallenge Around Athletes – 411K responses
Looking at the top performing TV Page gallery posts from the quarter, they all featured galleries that would take about eight seconds to browse and need a series of pictures to tell their story. For example, Netflix shared a gallery showing how the cast of Friends looked in both the first and last episode, with SportsCenter sharing a 10 Year Challenge gallery around popular athletes.
However, successful TV Page gallery posts don’t need to be that high concept. It can also be as simple as Riverdale sharing a photo gallery of their teen idol cast or E! News did posting a series of Betty White photos around her 97th birthday.
Video will always have its place in the Instagram posting mix for TV Pages, especially when trying to get new viewers to sample shows they’re unfamiliar with. But at the same time, social media isn’t just about finding a new audience; it’s also about deepening the relationship with an existing fanbase. More so than any other type of Instagram content, gallery posts will increase TV Page response rates and lead to better audience engagement.