The culture of the double screen: television and social networks

Social networks have more and more weight in our lives and not only on a personal level, but also on a professional level. This is well known by brands and, therefore, before starting a communication or advertising campaign, they carefully observe the movements of their target in the 2.0 or 3.0 or 4.0 world … because we have already lost track of the stage in which we we find.

Let’s take an example, if a television program or a series registers 4 million interactions on Twitter during its broadcast, it causes brands to increase their interest in appearing during advertising breaks in that time slot since a social audience is guaranteed. A situation that makes many programs double their efforts and incite their presented to encourage users to participate in social networks with questions, games, hashtag, etc.

The second screen

And it is that the culture of the second screen is already fully integrated into our routines. Who does not sit down to watch television with the tablet or smartphone next to them? We are multitasking and, in addition, we like the power that the networks give us to express our opinion. Let’s not forget that the human being has an egocentric point and the networks allow us to say what we think about something that until now was beyond our control and we like that a lot.

So it is not so surprising that now advertisers not only focus on share share but also take into account the social audience of a certain television product before deciding whether to advertise during their ad breaks or not. After all, in Spain television is financed mainly thanks to advertising, with the exception of public entities, and social networks allow brands to know which programs and which specific moments arouse more interest among users, so that the time to do a qualitative analysis or to prepare a strategy they have it easier.

In addition, this system allows them to know more about their target audience (age, sex, cultural level, ideology, tastes …). Because, even if we do not realize it, we pour a lot of personal information and information of interest to brands on social networks, which facilitates the work of advertisers when it comes to “hunting” us and making us go through the box.

All this without forgetting that the viewer not only makes comments about the program or series they are watching, but also about the spot that has been sneaked in between. This allows brands to get an idea in real time of the impact that their new advertising campaign is having and will even allow them to stop an image crisis before it fully explodes.

The speed at which a social network like Twitter moves makes feelings play a predominant role, since the most common thing is not that a person thinks 10 minutes about what to tweet (because it would be obsolete before hitting the publish button ) rather, it is a reaction “more of the moment”, which provides information that marketing and advertising experts value highly, if we take into account that a remarkable percentage of our purchases are made emotionally, on impulse.

Before ending this post, let’s not forget the role that the television production company plays in this scenario. She will also be very interested in knowing which content generates more engagement and more comments (of whatever type) in real time.