The noisy world of social media plays a vital role for broadcasters to build and maintain equity. It starts and continues conversations, creates social currency and plays a dual role in growing awareness – both for the brands themselves and their own original productions. That’s not exactly news, but it’s surprising how many broadcasters are struggling to make the most of it. While once their sole aim was to build distinction around a single touchpoint – TV – there’s now a greater need for channel brands to flex across multiple platforms, content types and audiences.
One conclusion is that broadcasters are no longer ‘in-tune’ with a changing world, or audience behaviour. An abundance of data highlights shifting viewing habits and the importance of mobile. Even back in 2017, younger viewers were watching more non-broadcast content (2 hours 37 minutes per day) than broadcast content (2 hours 11 minutes) on average according to Ofcom. And Ericsson predicts that 50% of all TV and media viewing will be done via a mobile device by 2020. What the data doesn’t tell us is how broadcast brands can take advantage.
Achieving a strong social presence is difficult. With multiple channel brands and their own original content creating complexity, broadcast brands can feel like untameable beasts. So it’s no surprise that most are simply making-do with what they’ve got rather than looking at ways to mend.
Of course, broadcasters have made attempts to adapt – but from the outside looking in, it’s not happening effectively enough. The good news is that with no rule book to follow there’s an opportunity for broadcasters to write their own.