Social Media + TV = Social TV
Technology has changed media forever.
Technology advances are creating new opportunities for content creators and audiences to engage with one another, an experience better known as intermedia. It leverages on several well-known trends from personalization, influencer marketing, interactive engagement, and diversification strategy.
While we can agree to that statement, but what does it really mean for marketing and business?
What’s a social TV?
Research shows that 40% of TV viewers use multiple devices while watching television to engage on social media. This has given rise to the new phenomenon when viewers of a television program also engage in social media sharing and talking about the specific show as they watch it.
Hence, we have now Social TV.
Social TV is an emerging communication technology that refers to real-time communication and interactivity involving shows on television or online TV and other content displayed on televisions. Put it simply, it was a blend of TV and social media.
The core idea behind today’s social TV movement was to make television a more active content experience for audiences. It shows in the primary trend of today’s social TV: integration of social networking into TV so people watching at homes can communicate electronically with friends and strangers watching the same shows.
Forward thinking marketers see this as a business opportunity and tap into this channel to share compelling content as part of their marketing campaign.
The State of Social Media and TV Now
Social TV is not new, but it is not extensively developed either. Most of the mainstream social media platforms have their own channels such as YouTube TV or IGTV.
As technology improves to allow users to use a phone or tablet in place of a remote, the synthesis between television and smartphones will increase. This trend created a digital space where viewers interact with TV shows through a secondary digital platform.
Here are several ways social media and TV are working together now.
Reality shows
If you consider the most basic meaning of social TV that is connecting people around their TV sets and favorite shows, then the application that really fueled social TV is Twitter.
Reality shows such as The X Factor put Twitter at the center stage by having the singing contest judges continuously talk about tweets and by allowing users to tweet their votes. In this case, Twitter as a communication channel for TV works well because tweets become a companion communication channel that people can use on their devices.
Another reality show that utilizes Twitter is The Voice. The show’s strategy focuses on real-time social media responses to social TV, including the placement of on-air hashtags and tweets. When specific tweets are posted on air, viewers are most likely to discuss those tweets, hence increasing exposure of the show.
Mobile apps
TV networks and providers have launched apps to accommodate users with social media experience while viewing their hit television shows.
For example, Miso Social TV app on Android, integrates with www.Direct2TV.com to allow users to see what is currently playing and share experiences on social networks. Further, the app also provides behind-the-scenes content, integrated show-related buzz from social media websites, and offer other unique services to the users.
TV Ads
Social networks have also integrated content directly related to TV. Facebook Watch, for instance, combines aspects of video sharing functionality with premium content. It allows creators to upload their own short and long videos, but it also includes original content, from comedy, drama, and news.
Moreover, Facebook Watch offers two different ways for brands to monetize their videos: Audience Network and Ad Break. With audience network, Facebook Watch allows brands to show their ads on Facebook apps, websites, Facebook Instant Article, as well as in games. With ad break, Facebook Watch offer brands TV-esque ads alongside image ads which appear directly below the videos.
Brands that Do It Right
Social TV has viewers using social media platform to comment on and discuss their favorite shows. As it gains momentum, savvy marketers are poised to take advantage by engaging their audience in new and compelling ways.
Take a look at some brands that do it right.
NASA
NASA’s content strategy with IGTV took more of an educational approach. In a series of 1 to 5 minute format videos, NASA’s stream is full of informative videos such as “Surface tension in space” or “How 3D Printing is revolutionizing the space experience”.
This shows that a niche UGC content works extremely well on social TV, coupled with on-point market segmentation to target specific audience.
World Series
YouTube TV as one of the best live-streaming services currently sponsored Fox’s MLB (Major League Baseball) World Series to air creative ads, blurring the line between live broadcast and advertising.
In its 2017’s two-minute commercial, live commentary from the broadcast booth called the game morphs into an extended pitch for YouTube TV. As the discussion continues, the camera zooms out from the on-field footage to a TV set in someone’s living room, which features the same actual live footage from the stadium. The rest of the ads then showcase Fox content that is available on YouTube TV.
Brands can take cue of YouTube TV’s attempt to merge live footage into ads as a smart video marketing strategy to keep viewers from tuning out at the onset of ads.
Netflix
Netflix kicked off their IGTV channel with a 1-hour video or Riverdale’s Cole Sprouse eating a hamburger. This might sound like an unorthodox social media marketing strategy, but Netflix is not afraid to take on a much more unique approach to advertise their new channel and Riverdale’s new season on its TV-streaming platform.
Clearly, it’s also part of Netflix’s strategy to appeal to a young, digital audience. Not only that, Netflix’s IGTV also features plenty of content from behind-the scenes interviews, new video promos and more. The brand was quick on leveraging IGTV as a new traffic-generating tool.
Social TV for the Future
Whatever direction brands investing in social TV are going to take in the future, one thing is clear. The social TV phenomenon is driven by the “culture-first” mindset that puts social thinking at the heart of marketing.
As such, brands will have to come up with strategies that centered on the relationships they have with their audience. This means, paying closer attention to their demands and interests, while producing relevant and authentic content that linked back to their brand values.
In other words, brands that embrace customer behavior and find the non-intrusive connection points with their lifestyle to deliver the over the top customer experience will win over their loyalty in the long run.
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