Sign up to get Captiv8 insights and the latest industry news
How Social Influence is Remaking TV and Movies
Mar 10, 2017 - Published by:Jeremy Kressmann
Big-name celebrities have always been an important part of the entertainment industry. For any executive hoping to get viewers to buy more movie tickets or tune-in for a TV premiere, a celebrity cast member was a sure-fire method to ensure success. But these days, it’s not just about celebrity star power. As social media has grown in importance, so too has its influence over decisions related to casting, production, and advertising. Here are three reasons why you need to be thinking about social influence for your next entertainment focused marketing campaign:
Social has a direct impact on movie ticket sales, conversation, and tune-in: More entertainment executives have realized the power of social to boost the success of their films and TV shows. It’s why Disney cast magic-performing magician Zach King in its 2016 hit animated film Zootopia. The moves didn’t just earn PR buzz – it also earned Disney plenty of media attention and ticket sales. Oakley’s social posts about the movie have racked up more than 9.3 million views and 7,000 comments and the film earned over $1 billion at the box office.
Social is helping entertainment brands attract younger audiences: One of the big concerns among TV networks is that younger viewers simply aren’t tuning in for shows like their older peers, choosing instead to consume content on other platforms like YouTube, Snapchat or Netflix.
Social matters for marketers airing TV commercials during shows: Social doesn’t just encourage more conversation for movie studios and TV networks. It’s also a powerful tool for brands advertising during entertainment content. As a recent study by Twitter demonstrated, TV viewers who engage with their favorite shows via social media tend to have a higher rate of ad recall. And among viewers who used more “emotional” terms in their posts, including words like “excited” or “love,” 61% said they were more likely to purchase from brands advertising during the show.