Last week, the "Big Three" returned to television with the season premiere of This is Us. Each episode of This is Us delivers the perfect amount of tears and laughter. The family dynamics and character arches bring viewers closer and closer to the story. Alongside phenomenal writing and story lines, This is Us utilizes different social media platforms to attract audiences to the show.
Twitter:
This is Us's Twitter page seemed to have two main goals: to inform and to create conversation. The informative goal is achieved mainly through their reminding their audiences about the premiere time. This can be seen through each cast member posting a picture of them holding up a different number representing the countdown to the season premiere. The continued posting every hour lets members of the Twitterverse know when This is Us is returning and creates a certain amount of hype through the implementation of a countdown.
This is Us's twitter page creates conversation through live tweeting during the premiere and retweeting tweets with the hashtag #ThisIsUs. Live tweeting helps keep audiences engaged while watching and higher engagement also leads to continued following of the show. Retweeting or responding to fan's tweets makes fans feel apart of the show and that connection leads to more loyalty to the series. Alongside this, fans tweeting about the show creates conversation seen not only by followers of the series but also followers of the fans. This creates word of mouth advertising for the series and generates buzz.
Facebook:
This is Us's Facebook page serves a source for posting promos, articles, and behind the scenes features. It also partners with other brands to help in promoting the series. For example, T.J. Maxx premiered their new marketing campaign during This is Us that is centered around This Is the Maxx You Project campaign. In this advertisement, This is Us posters are posted around the store and customers are asked about what makes them who they are. This partnership yields benefits for both parties in that it promotes both the series and the store to each of their collective audiences.
The Facebook page also partners with People Magazine in sharing People's live coverage of the season premiere. This also allows for higher engagement with the series in that it shows behind the scenes interviews with the cast while watching the show.
Other Social Media Platforms:
This is Us also utilizes some less traditional platforms for the promotion of the series. It uses Spotify as place to post soundtracks from the series and also created a playlist generator through Spotify that will create a playlist based on the songs released on one's birthday.
It also has a Pinterest page dedicated the show. Here fans can learn more about the characters and the show. These extra platformsgrant fans more touch bases for engagement with the series and hopefully offer a more fulfilling experience than exceeds beyond just watching a series.
I am in love with this show! They do such a great job with reaching out to their target viewers and truly get them excited and anxious for the season to begin again. I know I got excited every time I saw an advertisement for them! I find it neat that they have a Pinterest page, I have never looked at it before but definitely have to now.
ReplyDeleteIt's crazy to see how far social media has come! When it began, it seemed like an easy way to connect with friends and keep people updated on your life. Now it's a huge, if not the biggest, platform for advertising, marketing and PR. TV shows and networks have their own accounts like with what you're covering on This Is Us. It reminds me of how on Spotify, when a user plays the score from Star Wars: Rogue One, the player becomes a light saber. I didn't even think of Spotify as a form of social media until I saw how it connect users and artists and the like. Great post!
ReplyDeleteI've never watched the show, but because of seeing it EVERYWHERE on social media and people constantly talking about it, I really really want to know what it's all about! I feel like TV shows using social media to promote their work was unexpected at first, but now it's unheard of for shows to ignore that mega-platform for interaction with fans. Sometimes half the fun of being a fan of the show is looking at those social media posts and experiencing an even greater appreciation and love for the show!
ReplyDeleteI was so happy to see this post because This Is Us is easily one of my favorite shows! They did a great job getting their followers on social media excited for the new season. I love scrolling through the hashtags while I'm watching it every week to see live tweets of people's reactions. I had no idea that they had a Spotify page, but I love the soundtrack for the show so I'll have to check it out!
ReplyDeleteThis was such a great post! Not only did it get me interested in wanting to watch the show, but you analyzed each one of their social platforms and showed how they used them. Their usage of Spotify is really unique because i've never seen a TV show use that pltform. They are doing a an awesome job reaching their audience.
ReplyDeleteThis was a very well written, interesting post. This Is Us does a great job involving their fans. At the end of the day, this keeps them interested and coming back. By using TJ Maxx and other companies, the show is getting further exposure that they would not have received previously.
ReplyDeleteI love how social media has become a supporting asset for TV shows like this! A network's social media audience has to power to ruin or skyrocket the success of a show, which is why shows like This Is Us and Blackish have become so popular! Great topic :)
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