For entertainment and media marketers, understanding audience trends is critical in evaluating where messaging will be most effective, which is why intel about social media ecosystem is so valuable. In that vein, ListenFirst is proud to announce the release of the State of Social TV 2019 report, which drills down in actionable detail where the digital audience is interacting with TV Pages and how.
From that expansive report, here are the top takeaways about what you need to know about TV Pages on Instagram and Twitter:
Huge Growth In Fan Growth Around Instagram TV Pages
Instagram TV pages had a 83% increase in the amount of new fans comparing Q1 2019 to Q1 2017. In the same time period, the volume of total new Instagram posts by TV Pages increased by 123%, with Instagram TV Pages also seeing a 36% increase in the amount of total content responses (likes, comments). By every metric, Instagram is becoming an increasingly important platform for TV shows to communicate with fans over the past two years.
Instagram Stories Hottest Way For TV Pages To Reach Fans
While TV brands didn’t immediately embrace Instagram Stories when the 24 hour only feature debuted in August 2016, that definitely has changed since. The amount of TV Pages posting stories increased by 74% comparing Q1 2019 to Q1 2018, with the volume of TV Pages stories increasing by 156% in the same time period.
That may be coming with a trade off thought, for instance the organic reach of TV pages on Instagram has somewhat decreased of late, going from 27.85% in January 2018 to 23.78% in March 2019, resurfacing the issue that Instagram Stories may be cannibalizing the Instagram feed.
Video Views For Instagram TV Pages Up
The average video views for TV Pages on Instagram posts increased by 66%, comparing Q1 2019 to Q1 2017. This significantly outpaces the 38% increase of responses on Video TV Page posts in the same time period. That’s an indication the audience is watching TV show related video more passively on Instagram; they’re still engaged but that direct feedback probably should be deemphasized as a metric compared to image based posts.
More Response To Fewer TV Page Tweets
The volume of total responses (Likes, Retweets, Replies) to Twitter TV Page content is on the upswing, increasing by 28% comparing Q1 2019 to Q1 2017. During the same time period, the volume of total TV Page posts on Twitter decreased by -8%. This is indicates that TV Pages are becoming more selective in how and when they Tweet, and that strategy is paying off with more impactful posts.
Twitter TV Page Video Views Back On the Rise
The average number of video views on Twitter TV Pages decreased by -8% during Q1 2019 compared to Q1 2017, but this net loss likely is a reflection of a fake follower purge Twitter conducted in the second half of 2018. In the immediate past, the average number of Twitter video views for TV Pages increased by 20% in Q1 2019 compared to Q4 2018; indicating that TV marketers are seeing realer, more sustainable growth in Twitter as a video marketing platform.
While at first glance, Instagram and Twitter appear to be social media platforms headed in opposite directions, a closer examination sees that yes Instagram is an ascendant platform for TV Pages, but that Twitter after taking some lumps is showing signs of becoming an increasingly valuable marketing tool, with response rate increasing. On Instagram TV marketers should continue experimenting with Instagram Stories and with Video posts even if response rate is lower than on Photo posts; while for Twitter more selectively posting and heavily featuring video should be the strategy.
Want similar TV Page insights about Facebook and YouTube? Or need more details about how ListenFirst can optimize your social media performance? We’d love to show you. Request a demo.