Twitter & the Return of Must-See TV

ipad-mini-tvAs the popularity of social media grows across every demographic, it’s no surprise that nearly every industry has adopted various networks into their marketing strategy. Dubbed as “social television” or the “second screen,” the entertainment industry has taken note of the more interactive and engaged viewership supported by Twitter’s real-time platform.
In fact, research by Nielsen Neuro indicates that Twitter activity during live airings of primetime shows is directly correlated with how engaged viewers are with the show. Thirty-three percent of viewers reportedly comment on Facebook or Twitter about what they’re watching during a specific show. In essence, realtime TV watching has gone from being a passive hobby to a social event.

Social media also drives tune-in: a ShareThis study of 46 million social media users also found that those who clicked on show-related content were two times more likely to watch that show. This demonstrates that the power of user-generated content is relevant to any industry and that people rely on the recommendations of others even when it comes to deciding what to watch.

Shareable content has allowed viewers to connect to and engage with one another about their favorite shows as they air. The examples below are of shows branding their episodes with a specific hashtag and tweeting throughout the episode to create a live-feed, or even having the cast communicate with fans during the airing. Doing so helps to guide the conversation and generates even more excitement by having the show interact with viewers.

Data from Nielson also indicates that the trend crosses all telecasts – from sporting events to award shows and regular series. So what can popular shows learn from the examples set by The Bachelor[ette], Nashville, and others? Tweet, tweet, tweet! Creating a social media identity around your show or episode has not only reinforces ties you have to your existing fans, but also creates countless opportunities to draw in interest from potential viewers.


About Mavrck

We all know word-of-mouth is the most effective form of marketing, but word-of-mouth automation at scale has always been a challenge. At Mavrck, we harness the power of human-to-human marketing at scale by tapping into your most valuable asset: existing customers with influence.

By focusing on influential customers who engage a high percentage of their friends around a brand's relevant topics or keywords, Mavrck's patented micro-influencer marketing platform powers consumer brands like Hershey's, Sears and Unilever to discover and activate millions of their micro-influencers to distribute content and drive conversions across social networks.

On average, our "always-on" activation engine will get 3 friends to convert for every 1 micro-influencer activated.