A new study from microblogging service Twitter delves into the relationship it has with television, revealing amongst other things that 40% of all UK Twitter traffic at peak TV viewing time is about TV.
The study, called ‘Tune In With Twitter’, adds: “Through the two distinct phenomena of discovery and engagement, Twitter and TV drive each other in a complementary cycle [...] Twitter is a real-time, public mirror for both broadcast content and advertising.”
Among the nuggets revealed by the report, it is suggested that due to the fact that most conversations around a programme seem to take place the beginning and end of its transmission, any engagement activity should occur before and immediately after broadcast.
In addition, some shows appear to lend themselves better than others to second-screen engagement – such as those with a more discursive approach – and the Twitter study suggests that producers coordinate their social media activity around significant moments in a show accordingly.
Other significant key stats revealed in the study include the revelation that 60% of UK Twitter users tweet while watching TV, 80% use Twitter via a mobile device, and 90% of online public conversations about TV occur via Twitter.
The study makes five key recommendations to broadcasters and brands looking to optimise their Twitter and TV campaigns: integrate hashtags with a strong call-to-action; plan campaigns with social profiles in mind; connect content and advertising with tweets; amplify engagement with a Promoted Trend; and tell connected brand stories.
The full report can be downloaded here.