Facebook Video Is a Threat to TV? Not According to ABC’s Hit ComediesKevin ShivelyBlogger ExtraordinaireSimply Measured
As Facebook video takes center stage among social marketers, the narrative seems to be that social video is taking the place of traditional media. For the ABC‘s lineup of hit comedies, this couldn’t be further from the truth.
Over the last few weeks, as season finales aired, ABC has announced the renewed seasons for six of their seven sitcoms (Modern Family, Fresh off the Boat, Black-ish, The Middle, The Goldbergs, and Last Man Standing) and Facebook video has been a big part of the strategy for each one of those shows, accounting for 33% of all posts by the pages of these six shows.
33% of recent posts by ABC sitcom pages are videos.
In fact, the ABC sitcoms have been posting visual content almost exclusively. Over the last week, all but two of the 30 posts by these pages was either a photo or a video (the other two were links). This has helped contribute to a well-distributed presence on the Facebook that few networks have been able to achieve.
How Does this stack up against other broadcast network sitcoms? Lets take a look.
Network Sitcoms on Facebook
With a few long-running hits ending this year (like CBS’s The Big Bang Theory and Two and a Half Men, or NBC’s Parks and Recreation), ABC’s six returning shows are poised to have the lions share of fans and engagement going into the fall season.
While Modern Family is clearly the elephant in ABC’s room, with 8 million page fans, The Goldbergs, Black-ish, The Middle, and Fresh off the Boat have seen solid engagement and growing fan bases. Last Man Standing didn’t post during the week of 5/15/2015, but has a dedicated fan base that helped renew the Friday night show for the fifth season in a row.
Facebook Video That Works for TV
ABC’s sitcoms use Facebook video as a tool to drive viewers by promoting and hyping weekly episodes.
Other than ABC, the only other network to post videos during the week of 5/15/2015 was FOX. FOX’s sitcoms were also the most active across the board, seeing more than 20 posts each from Brooklyn Nine-Nine and The Last Man on Earth.
Lessons From ABC’s Sitcoms
ABC’s six renewed sitcoms take an integrated approach to digital marketing. Facebook isn’t a standalone network. The shows are promoted across the web, traditional media, and on TV. ABC builds brand awareness across every channel and promotes the broadcast episode prior to the air date. After the show airs, they switch to repackaging and promoting digital versions on their site.
Promote > Release > Repackage
This is a framework that marketers can use as a part of any digital strategy, regardless of industry or product. ABC has this figured out, and has six returning sitcoms to prove it.
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