Is Twitter your “second screen to TV?” If you ever tweet while watching TV, your answer is yes. And if you don’t tweet while watching TV now – you will. Oh yes, you will.
How many ads do you see with hashtags now? And how many of your favorite shows have characters live-tweeting?
Twitter is taking over TV and both entities are VERY happy about the blossoming partnership. A report released by Twitter detailing its impact on this “Social TV ” phenomenon tells you why.
“Tune In With Twitter” or “Twitter’s TVbook” if you want to go by the url (which we are) gives TV shows and advertisers lots of reasons to get excited about promoting via Twitter. Why? For starters, “when stand-out moments happen on TV, spikes in related conversation happen on Twitter.”
The TVbook highlights the tweet patterns typically seen during different types of programming: factual, drama, entertainment, current affairs, films and on – and their corresponding graphs.
One show, Dynamo: Magician Impossible had a particularly interesting graph. It showed increased tweets during ad breaks “as the audience chose these moments to share their reactions. This show exhibited audience growth during the episode – an unusual pattern which illustrated how Twitter chat was drawing other viewers to tune in. Further, analysis of the whole series saw both Tweet volume and audience ﬁgures increase episode on episode.”
The outlook for ads is even better, with Twitter claiming that “every ad seen on TV gets talked about on Twitter.” And the deeper the integration, the deeper the engagement.
But the excitement doesn’t go one way, Twitter is excited too, as it views its relationship with TV as symbiotic.
Through the two distinct phenomena of discovery and engagement, Twitter and TV drive each other in a complimentary cycle. For example, a hashtag on air can boost engagement by organising viewers to tweet and interact. In the other direction, a TV-related Trend, or Tweet in a user’s timeline, can drive discovery.
So it looks like every show and every ad are already on Twitter and benefiting in some small way from being there, so it would only make sense to maximize that effect, Twitter seems to be reasoning. Do you agree?
(Global TV image from Shutterstock)
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