Facebook IQ shared the infographic below, saying that Facebook is the leader in discovery of entertainment content by a factor of 2-to-1 over other online sources, and the social network offered the following takeaways for marketers:
- Be at the center of discovery: Digital sources of discovery have become as important as (and, for some forms of entertainment content, more important than) other sources of discovery. For marketers, that means it’s no longer an “either/or” world when it comes to discovery (i.e., either TV or online): It’s a “both/and” world (i.e., both TV and online). And online will increasingly mean mobile, with more entertainment content being consumed on mobile devices. Harness the power of discovery on digital screens to drive more consumption.
- Drive value with video: Video is a powerful tool in engaging people online in the discovery of new entertainment content. Entertainment brands should leverage their most compelling asset, video, to capture people’s attention and convince them to watch a new TV show, listen to a new artist or see a film they had not previously known about.
- Extend reach: As people’s media consumption habits shift, brands have an opportunity to amplify messages across multiple platforms. Digital can extend the reach offered by TV and radio — delivering an incremental audience that can’t be found through traditional channels and driving deeper engagement. This strategy is especially useful in reaching millennials, some of whom discover entertainment content online only.