Twitter and TV Superfans (Study)

How do “superfans” of television show behave on Twitter, and what should marketers do to tap them? Twitter teamed up with Vizeum and Dentsu Aegis Network to find out.

How do “superfans” of television show behave on Twitter, and what should marketers do to tap them? Twitter teamed up with Vizeum and Dentsu Aegis Network to find out.

Superfans were defined as those who rated their fandom of specific TV shows as a nine or 10 out of 10, and Twitter senior research analyst Katherine Karp said in a blog post that those superfans are more likely to buy products or services advertised during their favorite shows.

Karp added that the combined effect of TV and Twitter led to a 9 percent greater impact on ad recall than that for campaigns that did not run promoted tweets.

Findings of the research by Twitter, Vizeum and Dentsu Aegis Network included:

  • Two-thirds of superfans watch more than three hours of TV per day.
  • 32 percent watch their shows live as they are broadcast, compared with 23 percent of regular fans.
  • More than 60 percent of superfans share opinions about shows they are watching via Twitter.
  • Karp wrote, “Fans engage in the TV conversation all the time, whether it’s getting pumped for the upcoming show or watching sneak peeks before the episode airs, seeing what the actors or other fans are saying or following memes and hashtags after the show.”
  • 72 percent of superfans said Twitter and similar platforms play roles in their TV viewing.
  • 61 percent use Twitter and other platforms to share thoughts after shows air, while 60 percent use them to watch video clips and 57 percent follow hashtags to see what other users are saying about those shows.
  • 57 percent of superfans want to be the first to know the latest information about their favorite shows, while 54 percent want to be a source of that information for others.
  • 40 percent of superfans convince other people to watch their favorite shows.
  • 60 percent credited Twitter and similar platforms with prodding them to tune in to new shows.

 

Karp also provided the following tips for marketers:

  • Reach these primed and passionate viewers using Twitter’s TV targeting to target specific shows and extend reach or frequency (increasing the number of times a person is exposed to your campaign) to your broadcast plan. This helps ensure that ads you’re running on Twitter during TV programs are more effective.
  • Consider flighting media to run during the entire week surrounding a particular show using Twitter’s TV targeting to find the most engaged audiences of the shows where your ads are airing.
  • Media and entertainment brands can stoke the conversation and convert potential or casual fans to superfans by giving them additional content and fueling the conversation on Twitter.
  • Find and target superfans directly to amplify the spread of your marketing message. Their sharing behaviors mean your tweets travel further. Media and entertainment brands can tap into the influence network of superfans by providing exclusive content to their core audience of fans to increase the reach of their messaging.
  • Media and entertainment brands can use Twitter to drive tune-in by releasing clips and trailers, leveraging unique formats such as retweet to remind and targeting the right audience. By targeting like-minded fans of The Bachelorette with a creative campaign, the Bad Moms movie drove box-office success.

Readers: Are you a superfan of any TV shows?