News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
60% of TV show interactions on Facebook occur during broadcast
Marketers have long wanted to know about the social aspect of Facebook's relation with television viewing and, thanks to new research conducted in partnership with UK-based social television analytics firm SecondSync, they have some answers.
Ever wondered if engagement on Facebook about a television show occurs during, or after, the broadcast? According to the Facebook/SecondSync research, contrary to previous assumptions, 60% of conversations regarding a show actually take place during broadcast, and the remainder after the event.
According to the resulting whitepaper, "Watching with Friends", viewers use Posts to start conversations that cluster around events in the show. In turn, Posts often seed huge volumes of Comments and Likes that have broader peaks of engagement which are sustained for a much longer time period as friends continue discussions long after the show has aired.
Consistent with second-screen behavior, a whopping 80% of social chatter on Facebook about a television show takes place on a mobile device. However, different show genres show different device uses. While interactions with entertainment shows are more likely to be generated by Facebook mobile apps, interactions with news and current affairs shows are more likely to be generated by Facebook.com in a browser.
"The Watching with Friends paper offers a fascinating insight into how people use Facebook to talk about TV, offering a first glimpse into the scale and longevity of discussion before, during, and after the broadcast," says Fred Leach, Facebook's Head of Measurement R&D and Partnerships. "This has valuable marketing implications, demonstrating trends by demographic and how mobile has become the key method of engagement."
Image via Shutterstock
- Survey: Productivity software helping SMBs communicate
- How to use community Q&A to increase your reach
- How to use organic social posts to reach non-fans
- Keyword carelessness inhibiting UK travel brands' discoverability in App Store
- Android ahead of iOS in mobile ad traffic
- BrightRoll, Marketron announcements offer more measurement
- Study: SMBs turning to multi-channel to engage
- Young adults more likely to Facebook their dining experience than review it
Featured White Papers
- "Abandon Cart Emails" - Why We Don't Buy
For this paper, sponsored by Magento and Bronto Software, over 1,000 online shoppers were surveyed about their awareness of shopping...
- Learn 5 Ways the Cloud Will Enhance Your Professional Life in 2014
In 2013, we finally understood the cloud. Now we're ready to make the most of it. Online file sharing can...
- Users Hate to Wait: 8 Timely Tips for Speeding Up Your Website
Statistic after statistic shows that even a millisecond delay on your website can prevent you from converting customers, cost a...