Ready for Primetime: How to Drive Engagement Around TV with Paid Social
What are you doing while watching TV? Are you multitasking?
Facebook and Twitter have long been viewed as “second screens,” with many users engaging on social networks while watching television. People are visiting social platforms not only to stay informed about what’s happening, but also to engage in conversations around televised events—from sports games like the Super Bowl to award shows like the Grammys and Oscars.
According to the Facebook Business blog, 85% of people who reported visiting a social network while watching TV said they visited Facebook. During primetime TV, 85% of users are on Twitter, tweeting about relevant programming. This presents a strategic opportunity for advertisers to join these conversations and interact with consumers in fun, innovative ways.
Twitter has introduced several products to capitalize on live event engagement and generate buzz, including Event Targeting, TV Targeting, Moments, Twitter Polls, and Conversational Ads. The Event Targeting capabilities by themselves are quite robust, with advertisers able to take a deep dive into the audience that engaged around the event the previous year. For example, a brand could drill down into the 13.4 million or 5.9 million tweets about the 2015 Grammys or Oscars, respectively. What’s more, Twitter Event Targeting is updated in real-time to account for any new trending hashtags, related keywords, and handles that become a part of the conversation, allowing companies to piggyback on popular chatter.
Facebook reported there were 58 million posts, likes, and comments about the Oscars last year. This year, brands can utilize Datalogix’s TV categories to reach Facebook users who previously watched the awards show. Additionally, they can daypart campaign activity to build awareness in the run-up to Hollywood’s biggest event and drive engagement throughout.
Snapchat offers Live Stories, which provide an inside look into live events through curated photo and video content from users, capturing a unique community perspective.
These product rollouts from social platforms demonstrate the value in brands fostering real-time interactions with their target audience during live events. The key is for brands to seamlessly enter the conversation and add value to it, not just insert themselves.
The show “Younger” on TV Land, for instance, aimed to build awareness amongst Gen X and millennial females. They decided to take advantage of the conversations around the Oscars. TV Land used Promoted Video to showcase relevant content from “Younger” like sizzle reels and a combination of keyword, interest, and TV Targeting. In the end, the network reached its target audience for the show and drove high engagement and video completion rates.
This type of targeted content is generally not viewed as a distraction, but as a welcome complement that enhances the TV viewing experience. Ultimately, people are curious and want to be informed and engaged during live events. This gives brands the chance to not only connect with their target audience, but also extend their TV buys and create an integrated experience across multiple screens.