Tips for Marketing Content Using Twitter

Social media is necessary for anyone in the TV industry to keep up with (and hopefully outdo) competition, but it can be difficult to know how to utilize such powerful tools effectively, especially when it comes in the form of 140 characters or less. Twitter is one of the most dominant social media platforms, but not everyone knows how to adapt it to fit their company’s needs, especially when working with videos longer than 7 seconds. For the actors in your programs, Twitter is simple. They just have to tweet out what they had for breakfast and they instantly gain popularity. For an actual show, it can be a little harder to tweet about something that isn’t alive, and really isn’t changing once it’s filmed and edited. MediaShowroom has taken this dilemma into consideration, and has a few tips to help you begin your journey of marketing your programs on Twitter.

What’s the overall benefit and purpose of using Twitter to market your programs? If you take the time to do it correctly, you can grow a fairly large following of people engaged in and interested in your programs without spending thousands of dollars like you would using traditional advertising, an outlet that is becoming more expensive and less effective every year.

#Hashtags

We can’t discuss Twitter without a discussion about hashtags, so that seems like the best place to start. Research before you tweet out about your program. Is there anything trending that relates to the content in your show? Use it to your advantage and attract a new large audience to your show. As an example, let’s say you’re releasing a new sci-fi TV show with some similarities to the Star Trek series around the same time a new Star Trek movie is coming out. Given the success of the last two Star Trek movies one would assume there would be a lot of #Trekkie going on. When tweeting out about your show, use #Trekkie to attract that massive audience to a show that fits their interests and could build a fan base for your show overnight. A word of caution: do not go overboard with the hashtags. While they do grab attention and are fun to use, you can also detract from your message by using too many. One to three is enough for one tweet; beyond that is excessive. Also, do not write whole sentences as hashtags. Make your hashtags count.

High resolution tweet mobile phone graphic.Target Emotions

Finding the perfect hashtag won’t make a difference unless you can connect with the emotions of your audience (basically the marketing golden rule). You have to figure out which emotion from your content will connect the best with people. Is it the happy tear jerker scene where a child runs to their dad after he comes home from war? Or is it the sad tear jerker scene where a husband sits by his wife’s bed as she passes away? (Tear jerking doesn’t have to be involved; it’s just a good emotion to visualize). The TV show Game of Thrones is a perfect example of this. It doesn’t take too much perusing of their Twitter feed to see they’ve done an excellent job playing into people’s emotions, so much so that their fans do their Twitter marketing for them. Leading up to the season finale the one word to describe the emotions of their fans is suspense. Game of Thrones created suspense by tweeting clips from the finale with a countdown (see more on this tactic below), which caused the fans to go into a frenzy in anticipation of all that was to happen. Suspense and anticipation were strong emotions to draw on that created an incredibly active Twitter environment before, during, and after the season finale. Whatever emotion you draw on, make sure it’s strong.

Tweet a Clip

Of course you don’t want to give your show away over Twitter (in fact, that’s a horrible idea), but showing a very short clip may draw people in and direct them to where they can view your program. If the clip is too long people will get bored and leave. It’s not because your show is bad, it’s because generally people on Twitter are just browsing and have short attention spans. Choose a clip to tweet out, ideally less than a minute. In the tweet tell how long it is so people feel like they can commit. Don’t forget to include a call to action with a link to where they can watch the full show. Without that, tweeting at all is somewhat pointless.

Repeat

If you’ve spent a few minutes following your Twitter feed, you’ve noticed that it changes quickly. There will be many people that sign into Twitter and never see your tweet because it was swallowed up in the abyss of tweets on their timeline. Tweet the same idea out several times a week, but in slightly different ways so everyone has a chance to see your show. Another way to make sure your tweet seen is to pin it to the top of your feed so that, while you may keep tweeting, your most important message remains at the top.

You don’t have to have a big budget to market your programs on Twitter. Be smart and devise a strategy in advance. Decide an overall emotion to build on and start tweeting complete with hashtags and short clips. As long as your show is entertaining and easy to connect to emotionally, you’ll quickly develop a fan base to market your programs for you.

Visit MediaShowroom for more updates on how you can optimize your programs to reach the largest audience.

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