Even if you’ve never watched Love Island, you still probably know what’s going on. Co-incidence? We think not! Welcome to the power of social media… TV channels such as ITV, BBC, MTV and Sky Sports target socials to generate social ‘hype’. The results? Viewing figures into the billions and a host of z-list millionaires created in just 8 weeks. So how do they do it?
TV; old dog, new tricks?
Big brands capitalise on trend-jacking opportunities through clever tagging techniques; using specific hashtags, keywords and timing competitions and posts to steal organic reach from paid-for hype. Any company can take advantage of the increased social media traffic through association. Careful though, as intellectual property laws prohibit certain types of promotion. The general consensus; using hashtags is ok, ‘borrowing’ branding isn’t!
Brands generate massive reach by harnessing and hijacking social trends surrounding big broadcasted events. For example: the Premier League kicked off last weekend, with the Great British Bake Off gearing up for another series. Sources suggests the GBBO has already received over 900k mentions on Twitter alone. The audience has a loyal, community feel, with sharing, re-tweeting and long term engagement. Comparatively, Love Island’s chatter is fuelled by show moments, spurring opinions, expletives and catch-phrases. However, after this year you could also argue the programme has converted millions of millennials into one huge loyal culture. (Lead by Georgia Steel, of course…)
Sports; alternative viewing
The Premier League kicked off last weekend, setting up for an exciting season of football. Other European leagues got underway this weekend, including Serie A and La Liga. Traditionally, these matches broadcast exclusively through Sky Sports, BT Sport, Fox Sports, ESPN and NBC; via TV or online. However, Facebook have achieved ‘broadcaster’ status, securing free weekly streams of Serie A and La Liga matches. Striking a ‘free-to-air’ content partnership with Eleven Sports, #CR7’s debut broadcasted live on Facebook as Serie A champions Juventus took on Chievo. Half time tweets responding to the game in real-time improved social chatter, achieving wider audience targeting and consumer engagement. Coupled with the moves Fb.gg have made with Rockstar, we get the feeling Facebook are on a bit of an expansion charge!
Broadcasters are rightly putting money into social hype to bolster awareness and viewing numbers. Brand’s can benefit from the association using appropriate tags, keyword mentions and posts. Trend-jacking through association can be achieved by anyone outside of primary sponsorship. But is social media creeping towards broadcasting in its own right? Or will broadcasters adopt it themselves to appeal to younger audiences at lower costs?
Learn more about social trends by getting in touch with the Momentum Social team.