Yesterday, Twitter released a study on TV-driven Twitter activity as part of their ongoing partnership with FOX, the Advertising Research Foundation, and db5.
It comes as no surprise that people Tweet about TV. After all, everyone I know was eyes up, thumbs down during the Breaking Bad finale. A staggering 85% of people Tweeting during primetime are Tweeting about TV…But does the engagement stop there?
Taking the Second Screen to the Second Step
TV shows and networks are probably thrilled that their audience is engaging in conversation about their recent episode. But does this translate into something meaningful for brands in the long run? Every single TV show’s goal is to turn people into real life fans, but that requires a second step. Well, TV’s social audience is already showing real promise.
After seeing TV-related Tweets, 90% of respondents took subsequent action such as watching a show they’ve never watched before, resuming watching a show that they’d previously stopped watching, and/or searching for more information about the show online.
That’s impressive. We all know that people, especially those on social media, often suffer from FOMO (fear-of-missing-out). When there’s conversation happening around an event, whether it’s a soccer game or a TV show, we all want in. That gives networks huge opportunity to harness an audience, and advertisers too, if they’re smart.
Twitter posted an infographic about the impact:
What Brands Can Do
Obviously there’s a lot of chatter around TV shows, but there’s a lot of action as well. Brands and advertisers should capitalize on this engaged audience by tapping into the conversation. For example, after Game of Thrones premiered in April, Hootsuite created an incredible video mimicking the GOT intro which eventually went viral.
Leveraging the conversations around TV shows is a win-win for brands. With the advantage of connecting with an already captive audience, hijacking TV show buzz is a huge opportunity for brand awareness.
But the real win is what this study revealed; Twitter is driving new viewers to programming and products that they would haven’t been exposed to otherwise. This understanding solidifies the value of second-screen strategies.