2017 Digital Marketing Predictions From the Experts
“The Bachelor”: everyone’s Monday night guilty pleasure. The reality TV show continues to crush ratings, with about 7.3 million viewers tuning in each week. It seems like the whole world is watching. Fun Fact: My dad used to call the show “ridiculous,” but after I forced him to watch a season with me, he’s just as addicted as the rest of us (sorry, dad).
With all these people watching, “The Bachelor” social team has a lot to live up to. I don’t know about you, but my Twitter feed is filled with #TheBachelor hashtag on Mondays. I have to avoid social media Monday evenings when the show first airs on the east coast so the nightly drama isn’t ruined for me.
On Monday, February 6, alone, there were 143,452 total Tweets using the hashtag #TheBachelor. 79% of these Tweets came while the show aired on the East coast, compared to 15% when the show aired on the West coast.
These are the words people mention most when using the hashtag since this season started (1/2/17-2/7/17):
So how is the brand using social to engage with its audience? Here are a few takeaways from the popular ABC reality show’s social strategy:
They Use Humor to Their Advantage
“The Bachelor” social team is not afraid to poke fun at its contestants. The show is quick to the draw with GIFs for each moment every Monday night. By now I’m sure you know Corinne, who is basically a walking GIF–“The Bachelor” social team doesn’t miss an opportunity to capture her every move. Capitalizing on these LOL moments is effective for the brand, and research has shown that people are more likely to share content that’s funny.
Leading up to Monday night, “The Bachelor” teases behind-the-scenes content, pulling their audience in and creating excitement. This is a great tactic for continuing to keep their audience engaged and interested between episodes.
They Know Where Their Audience Is
Snapchat is becoming one of the most used social channels, reaching 41% of 18- to 34-year-olds a day (a large percentage of “The Bachelor”’s target age demographic of 18-49), and they haven’t hesitated to use the platform.
They don’t have their own account, but have partnered with Snap Inc. to create episodes on Snapchat Discover called “Watch Party.” Each week, the Snapchat show brings in celebrities and comedians to watch clips from the episodes. The guests sit on a couch and make fun of the ridiculous things that happen each episode. This is a genius way of expanding audience engagement beyond the television screen.
Speaking of partnerships, “The Bachelor” has had some notable partnerships, most recently partnering with Disney’s “Beauty and the Beast.
Forty-seven percent of online customers use ad-blocking technology, making consumers difficult to reach through traditional advertising. Partnerships are an effective tactic for expanding the brand’s reach with their targeted audience.
Ask for Engagement
“The Bachelor” actively asks their followers to engage with them on social. With over 664.8K Twitter followers, they aren’t going to be able to engage with each person that tweets at them or uses their hashtag, but they also get engaged with followers through polls. Twitter Polls are a great way to get your audience engaged and contributing to the conversation.
For more tips and tricks on increasing brand awareness, download the guide below. If you want to chat about the latest “Bachelor” drama, Tweet me @AudreyKlackner.