This post is part of a special series of contributed posts by Joel Windels, Lead Community Manager at Brandwatch—one of the world’s leading tools for monitoring and analysing social media. Joel will be investigating and uncovering the various ways that social media meets business, and providing you with insight and advice on how to make social work for your industry.
TV and Social Media: A Second Screen Investigation
Thanks to the rapidly evolving nature of technology today, more and more of us are becoming the proud owners of new computers, phones, tablets, TVs—and just about everything in between. With this, many of us are reportedly starting to partake in what’s being labelled “second screening” or “dual screening”: the act of watching TV while on another device.
I wanted to discover whether this phenomenon is just hype, or if people really were spending that much time watching one screen while holding another. Can tweeting and watching TV be a simultaneous activity? Using Brandwatch and other data sources, I found out that it does happen, and that:
- Dual screeners are most likely to tweet from bed, followed by the sofa and the office. It seems as though the more relaxed people are, the happier they are to dual screen.
- Some TV shows are retweeting fan tweets as the show is broadcast, but the majority are not actively replying … yet.
- According to research by Twitter, 60% of their users in the UK have tweeted while watching TV before.
- Showing a hashtag at beginning of a show prompts a 63% increase in tweets compared to those that don’t. This suggests that social media savvy TV audiences prefer to have a trackable and united space to provide their commentary. Also, this demonstrates the power of including a simple reminder or ‘call to action’ on behalf of the broadcaster.
The top two shows with regard to second screening were:
The Great British Bakeoff (UK) – over 100,000 tweets were posted about the show, and the popular official account was actively involved in much of the conversation, helping drive it to the second most viewed BBC2 show in six years.
The Voice (US) – has generated over 250 different trending topics, and it’s no surprise that the show’s 216 dedicated social media channels—68 of which are Twitter profiles—are all active during broadcasts. This has resulted in a giant increase in voting on the show and has been heralded as a big social media success.
Joel Windels (@LinkYeah)
Joel is the Lead Community Manager at Brandwatch and is responsible for a wide range of their content, strategy and social activity. His background is in the games industry, but he now spends his time pioneering the power of social media monitoring and digital in general.