We’ve talked before about how showrunners can get the most out of live-tweeting their shows alongside their audience, but sometimes the most helpful thing is taking a look at the most successful examples out there. With that in mind, we rounded up some of the best examples of live-tweeted shows and their strategies out there— plus what any brand can take away from them.
Got one we missed? Tell us about it on Twitter @UnionMetrics.
Pretty Little Liars
For years Pretty Little Liars has done everything they could to connect with- and consequently grow- their online community, particularly on Twitter. With their final season wrapping up in the spring, they’ve got plenty of material to pull from to keep fans engaged until April- posting clips from early episodes, asking fans to caption photos, sharing behind-the-scenes goodbyes and more- but where they really shine is live-tweeting during episodes.
One of the show’s stars, Shay Mitchell, even has her own hashtag for live-tweeting during shows and fans have been anxious to confirm that she’ll be back and live-tweeting for the show’s final episodes in the spring:
Me too!! Is it April yet?? https://t.co/LKLLlZGY68
— Shay Mitchell (@shaymitch) November 19, 2016
Having stars involved in live-tweeting is one of the best ways to guarantee audiences tune in on their second screen and engage during original episode airings. After all, who wants to miss the chance to tweet with their faves?
Brands who aren’t television shows can still benefit from this strategy by encouraging employee advocacy across social. How do you know if it’s working? PLL fans take their involvement in the show seriously, making it part of their online identity. Any brands who see similar behavior in their fans and followers should be sure to nurture and develop it.
Shonda Rhimes is the brilliant mind behind many popular shows on television, including Grey’s Anatomy (where she’s the creator, head writer, executive producer and showrunner), the Grey’s spin-off Private Practice, plus Scandal, and How to Get Away with Murder (where she’s executive producer). Thursday nights on ABC are known as “ShondaLand” (also the name of her production company) since her shows dominate the schedule. And to help keep them there, fans and followers can often find Shonda tweeting her thoughts out during episodes. She even reminds her followers ahead of time to join her:
— shonda rhimes (@shondarhimes) November 3, 2016
And the ShondaLand account retweets not only Shonda herself but other stars of the shows that join in on the live-tweeting fun:
Halfway through east coast… what do you think? #HTGAWM
— Jack Falahee (@RestingPlatypus) October 28, 2016
Brands who aren’t in television: Consider adding thoughtful influencer campaigns to your social strategy in order to maximize your audience reach and potential engagement. That can take you beyond employee advocacy.
We’ve talked about Netflix’s smart reliance on social proof before, but it’s a lesson worth repeating: Since Netflix releases its original shows all at once, they have to strike a balance between traditional television marketing and something more like movie marketing. One strategy they’ve really honed is encouraging the ongoing conversation around their shows, allowing each new viewer who is live-tweeting about their binge of a show to circulate that viewer’s opinions through their networks, making it more likely that the viewer’s friends and family members will tune in and start tweeting on their own, repeating the process.
Brands who aren’t in television can take this away from the strategy: Social proof via social media is one of the most powerful forms of marketing. Encouraging the conversation that’s already happening can lead to more organic interest in your brand vs. your target audience’s reception to traditional advertising. Seek out these kinds of conversations and encourage them.
And if you need some help with that kind of social listening from Twitter to Instagram and beyond, we can help with that.