For many TV viewers, it’s not enough to simply be entertained by their favorite shows anymore. These days, they can share their opinions instantaneously with friends through social media. Savvy marketers are picking up on this trend and improving brand loyalty by interacting with the social media users.
Brandwatch and My Clever Agency have been studying what consumers do with Twitter while they watch TV. According to Twitter research, a significant portion – 40% — of site traffic during prime time is linked to users tweeting about their favorite shows.
The research indicates 60% of Twitter users have tweeted about TV shows and this behavior is most common, 12 times more common, while shows are live. To increase Twitter activity, more shows are displaying the hashtag on the screen which results in a 63% boost in tweets. TV show producers seem to be a little slow on actually responding to fans, but 78% “did engage in retweeting of fan tweets.”
Marketers are finding they can increase buzz by displaying their hashtags on ads that play during the programming. Those who include the hashtag report that 44% of subsequent tweets use that hashtag. This traffic provides brands with a key way to engage loyalists.
Early findings from the soon-to-be released 2013 Ad-ology Audience DNA report show that multiscreen use is growing. About 12% of Facebook users frequently post about TV shows and commercials while another 23.6% do so occasionally. For Twitter users, 9% frequently tweet on this topic; another 14% remark on TV shows and commercials occasionally as they watch. Frequently sharing reactions to TV programming and ads occurs among 7% of GetGlue users, a site dedicated to encouraging users to share their thoughts.
As multiscreen viewing and sharing becomes more mainstream, marketers have a unique opportunity to reach out to consumers who are clearly interested in what they have to sell.[Source: Windels, Joel. Research: Is Twitter Transforming How we Watch TV? Brandwatch.com. Jan. 2013. Web. 1 Feb. 2013]