Thanks to increased use of mobile devices, users have been given the power to comment and discuss events online the moment they happen. The main haven for this instantaneous sharing of thoughts is Twitter, the leader of second-screen engagement.
Using hashtags, Twitter is able to curate conversations around your favorite topics to create a personalized feed that is specific and streamlined to your preferences. Many TV programs are now utilizing hashtags on screen during programming to encourage users to comment on the show.
According to Bluefin Labs, 95 percent of real-time TV engagement happens on Twitter. Twitter reports that when television networks or shows broadcast hashtags or Twitter accounts on the screen, a direct and immediate increase in engagement on Twitter occurs. This can range from two to even ten times more tweets created while the shows air.
More global users are using Twitter as a way to virtually gather around the TV today, and Twitter is now actively making moves to create an even more engaging experience for entertainment brands and their audiences. One of their largest efforts has been through Twitter cards, a new tool that allows brands and companies to share media by attaching it to a tweet.
This provides an opportunity for studios and brands to give users the kinds of shareable, exclusive and participatory content they want, all directly within a single tweet. For example, the NFL and NBA have begun tweeting instant replays and real-time highlights to their second-screeners.
Key Takeaway: Twitter is empowering brands with the ability to guide conversations. Whether it’s through a simple hashtag in the corner of the screen or real-time media tweeted by brands, it’s important to recognize the value of the second screen and to try and predict how users will interact with it.
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