The Rise of Social TV (and what it means for marketers)

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We all know television is in a state of flux. Between the popularity of streaming services like Netflix and Hulu, and a growing number of millennials cutting the cord to avoid rising cable bills, it’s no wonder TV execs are scrambling for the “next big thing.”

Well, the next big thing may be here already. Social TV, the integration of social elements with TV to create a dual-screen experience, is on the rise and proving quite popular. According to Mobile Marketer, brands like ABC who have integrated hashtags into their TV experience have seen immense participation across the Twittersphere. Another example is Discovery Channel’s Shark Week—the channel’s iPad app featured content intended to be consumed while users watched Shark Week on TV. SproutSocial reported that this campaign led to more than 13 million people having 21 million interactions with Shark Week on Facebook.

It’s no surprise that this trend is most prominent amongst millennials. Deloitte’s Digital Democracy survey (released in Spring 2014) found that 48% of millennials say they use a social network while watching TV. 86% of all US consumers say they are multitasking while watching TV, up from 72% two years prior.

So what does this mean for marketers? We should be thinking about an integrated approach when engaging consumers through TV. If we want our audience’s full attention, we need to take over their TVs and the device in their hands. But, heed this good advice from Clickz: “Before deciding whether you should spend your marketing budget on a social TV campaign, take a close look at your brand. If you think your brand does not have a lot to say in the space, look for other channels to engage your audience.”

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-Posted by Elizabeth Pace

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