TV has gone social: If broadcasters want to engage with viewers and fans, they must do so on social platforms. During primetime there are few days when at least one TV show or TV event is not trending on Twitter. This is particularly true for coverage of sports – which comprise somewhere between 2-3% of TV programming in any given month, but generate close to 50% of Twitter activity. Social media naturally complements the TV experience, by bringing people closer together around TV shows and live events. We need mobile social video for broadcasters.
Social media has gone mobile:
Some 40% of YouTube’s traffic now comes from mobile, compared to 25% last year and just 6% only two years ago; yet this is a fraction of the mobile activity seen by major social networks in the UK. Facebook has more than 20m active mobile users accessing the platform daily, while 80% of UK Twitter users access the service via mobile. Social advertising income also reflects this – mobile advertising revenue now represents over 75% of total worldwide advertising revenue for Twitter. Mary Meeker’s recent 2014 Internet Trends report highlights the dominance of mobile as the screen of choice for many consumers for many consumers across the globe:
Social media is real-time
Viewers share their TV experience on social media in real-time as events unfold: between 88-100m Facebook users login to the platform during the primetime hours of 8pm – 11pm in the US and there was a 38% increase in tweets about TV last year to 263m.
The 2014 Oscars generated 5m tweets, viewed by an audience of 37m unique Twitter users and delivering 3.3bn impressions globally as conversation and key moments were shared virally across the platform.
Social video is bite-size
The popularity of video-based social platforms such as Vine and Instagram has demonstrated the appeal of ‘micro-video’ among consumers. For brands, micro-video also promises greater engagement: branded Vines are four times more likely to be shared than traditional online video.