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When viewership patterns shifted during the pandemic, the MTV Entertainment Group pivoted, leaning further into the insights they gained from social listening platforms to better understand where their viewers were congregating, forming fandoms and discussing new material.
As part of this shift, MTV redoubled its efforts on TikTok and YouTube, two platforms where fandoms had migrated to discuss shows and share memes.
On YouTube, fans watched 22 billion minutes of content, a 2% increase year over year, said Ann Lamore, vp of marketing and social media for the MTV Entertainment Group during this week’s Social Media Week event.
And on TikTok, Lamore and her team made use of MTV’s extensive catalog of intellectual property to connect with fans, involving cast members, repurposing iconic quotes (“Where’s the beach?” from Jersey Shore was one example) and using show footage.