Why Twitter’s love affair with TV matters to your brand

by Ana, posted 3 years ago
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Twitter loves TV and TV loves Twitter. The platform has become almost synonymous of the ‘second screen’ experience where fans do not just passively watch their favorite shows on their screen, but they actively participate in public, real-time Twitter conversations while watching.

In fact, 85% of users active on Twitter during primetime TV hours tweet about TV and 90% of those who saw TV-related Tweets engaged further.

To put this into perspective, take a look at the list of the most talked about shows on Twitter for 2013, published by Nielsen.

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Source: Nielsen

What this means for your brand

Networks and brands are well aware of the potential of Twitter and of course they’ve grabbed the opportunity to amplify their message and engage by live-tweeting during popular TV shows or significant broadcasted events like the World Cup (672M tweets), the Super Bowl (24.9M tweets) or the Oscars (19.1M tweets).

According to Twitter, live-tweeting during airing time helps the follower growth and the engagement rates of shows as well as brands. And how couldn’t it?

As any other type of events, Twitter conversations about TV shows are built around hashtags. This gives you the unique opportunity to connect relevant messages to your brand to real-time conversations. Who can forget Oreo’s legendary Super Bowl tweet?

This is an excellent example of a brand live-tweeting in a way that relates not only to the event itself but also to its identity, message and audience.

Key takeaway: You don’t necessarily need to be a network to benefit from Twitter’s ‘second screen’. Pick your message, make sure its relevant and join the TV conversation on Twitter. This can be a great opportunity for your brand to increase its visibility, grow its Twitter audience, boost engagement and potentially generate leads. Also, it’s fun!

And if you love TV as much as we do, check out the list of the top 60 most popular TV series we put together, based on their number of followers.

Here’s a sneak peak of the top 5:

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Now over to you! What do you think of the TV-Twitter love affair? Are TV conversations are the future of Twitter engagement? Leave us your comments right below.