By Courtney Moser
Consumers ages 13-24 are 2.5 times more likely to watch internet videos than TV.
Video-streaming services have overtaken live programming as the viewing method of choice.
Do we need to keep citing alarming statistics or is the picture clear enough? The TV industry is changing – from trending topics and viewers to advertising methods. Traditional ads and commercials just aren’t as effective as they used to be in the midst of the digital era.
That’s where influencer marketing comes in. To better promote TV shows and networks today, it makes sense to meet your consumers where they are – online. In 2016, 78 percent of Americans had a social media profile, and in 2018, the number of worldwide social media users is expected to pass two billion. There are millions of blogs on the internet, and even more blog readers.
Influencer marketing makes the most of this extraordinary digital age to reach consumers on blogs and social media through advanced word-of-mouth marketing. Brands partner with specific influencers – who have an engaged following that aligns with their target audience – to share cultivated messages, branded content or product promotions. Trust in traditional advertising is down, but up when it comes to influencer marketing: 92 percent of consumers say they trust earned media and recommendations over all other forms of ads. TV shows can take advantage of this influencer credibility to increase awareness, buzz and viewership.
Comedy TV show Kevin Can Wait, for example, turned to influencer marketing to promote awareness for its time slot change and drive new viewers. They identified lifestyle bloggers who had seen the family-focused comedy before, and asked each of them to write one original blog post about why they’re fans and how they relate to the show or characters. A few of the creative blog topics that resulted include:
o My favorite TV snack and Kevin Can Wait
o Sometimes it’s just good to laugh #KevinCanWaitAt8
o Relate to the dreaded motherhood + balance dilemma?
The blogging influencers then shared their content across social media channels using the campaign hashtag #KevinCanWaitAt8. As a second follow-up to this campaign, the show asked a larger number of social media influencers to post three times on their social networks about the show. Ten targeted blog posts and hundreds of social posts achieved more than 252 million impressions, with a total campaign value of $3 million. These combined efforts led to 57,169 clicks to the Kevin Can Wait website – increasing awareness and interest.
Although influencer marketing may not be the go-to advertising method for TV shows yet, Kevin Can Wait’s success demonstrates that it has the power to be. Using influencer marketing, shows can reach their current audience along with a wide range of potential viewers to truly make a lasting impact.
Curious about how to get started? Contact the Find Your Influence team today to learn more.