In 2015, we witnessed the concept of the second screen experience becoming popular, especially as Twitter discovered that 70% of their users share tweets about TV shows they are watching and 11% say they cannot watch TV without Twitter. Whether it is traditional TV or streaming, mobile devices allow a social conversation with a Twitter audience that can extend the awareness of a show, and give viewers a richer experience.
Last year Twitter rolled out a new ‘TV timelines’ feature aiming at better organising information about television shows, with plans to launch dedicated pages for all TV programmes initially catering to the US and soon to be followed by other countries.
In India, Twitter is the ultimate cohort to television and we have invested considerable time and effort in partnerships with TV broadcasters worldwide to ensure they are able to amplify the live, public conversations about their shows on the platform.
A social media activity shouldn’t just end with recognition posts. If broadcasters or advertisers want to truly reap the rewards of a solid Twitter strategy they need to have an ‘off-air’ plan to continue the engagement. Campaign tracking on Twitter can help reach the desired continuity in social conversations by tracking all the users who participated in the conversation during the broadcast and segment them to create a conversation as well as build tailored audiences to advertise through promoted tweets.
With the launch of tools such as SnappyTV, Vine and Periscope, Twitter claims to have shaped a background for Indian broadcasters which permits them to look at social media as an associate rather than a hazard.
Video consumption on Twitter has gone through the roof last year with the Super Bowl 2015, so it’s no rocket science that brands are working video into their ad strategy. In January, Twitter rolled out its new conversational ads which let brands tweet a native piece of video content alongside a call to action button and engages with users to tap that button while watching the video. The button then sends a tweet from their handle that carries the same video and the same call to action button.
Further, innovations were witnessed during the 2015 World Cup wherein Twitter changed country name hashtags into country flag emojis driving a new wave in communicating on the platform and driving further confidence within the Twitter team towards building new emojis that are predicted to unveil through a series of events
in the year. While Twitter has invested in helping marketers use the platform to get more eyeballs on their TV spots, with reminders from within the mobile app and varied integrations in the pipeline, social TV in India is progressively touching its development points.
The author is CEO,MindShift Interactive