NBC’s Revolution is a Social Success
NBC’s Revolution is my favorite new show on TV.
This could be due to the sword fights that take place several times an episode (Pro Tip: Sword fights are cool). But it could also be because the Revolution Facebook fan page doesn’t let me forget it’s there.
Two weeks ago, Simply Measured ran a competitive comparison of the Facebook fan pages for four new network dramas and their premieres. Of the four network dramas that launched this September, Revolution was the most active in preparing for their premiere. ABC’s Last Resort comes in at a distant second while CBS’s Elementary and FOX’s The Mob Doctor picked up the remaining slivers of engagement pie.
Now that each show is a couple episodes into their run, I assumed this engagement would wane as the excitement over premieres faded. For the three runners up this seemed to be true, but Revolution’s engagement continued to grow exponentially, earning the show more likes, comments and posts surrounding its second episode than the first.
Even more piled up a week later when they announced on the Facebook page that NBC had picked the new show up for a full season (Revolution is the only show in this comparison to be picked up for a full run so far). That one (photo) update had over 30,000 likes, 800 shares and 1,300 comments.
The social interest that Revolution has built is no doubt a strong reflection of the show itself, but don’t take credit away from the Facebook team, who’s worked hard to develop a cult following. While its competition at the other networks are averaging 1-2 posts a day, Revolution posts 3-4, and focuses its effort on photo content. Of the 90+ updates they’ve posted in the last month, several are videos and links to clips and behind-the-scenes looks at the show, but almost 50 have been photos.
These photos focus around building fans of the individual characters and promoting fan conversations about plot twists, which is why they post the most content, but also engage at a higher percentage than any of their competitors. The majority of brand posts for its competitors involve building buzz before an episode, but Revolution uses the social space as a way to garner and discuss excitement following the show.
In fact, its largest spike in new fans came on September 25th, the day after its second episode aired. The network with over 146,000 new likes.
Revolution has made it clear that having a product people are interested in doesn’t hurt your promotion, but promoting your product smartly can also help foster and develop that interest. If the Facebook engagement is an indicator, we may see Last Resort get picked up for a full season in the near future.
How important do you see Social Media in the promotion and continued success of a new show? Comedies like Community have maintained a large social presence and cult following (over 1 million people like the fan page), but NBC fired the show’s creator Dan Harmon at the end of last season and announced that the show was “postponed indefinitely” last week. Are social audiences overlooked when the networks consider the success/failure of a show?
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.