The content shared on these platforms will consist of the print adverts posted as images and also the TV advert in full. Some footage will be edited additionally into mini clips for sharing on these sites.
37% of Instagram's users fall into the 16-24 target audience (according to Statistica) with this same audience making up for over half of the total time spent on Instagram each month (according to AvocadoSocial). This makes Instagram the most important form of social media for the programme to be marketed because it is where there is a chance of making the biggest impression.
Vertical video clips will be produced from the same video filmed for the advert. These will be posted on the 'stories' feature of Instagram alongside the option for users to respond to polls and provide there own comments. These will then be re-shared by the official account in an attempt to attract more people to the campaign.
The official trailer will also be posted in the main Instagram feed alongside other branding images of the main characters.
Many of these posts will be promoted using Instagram's paid promotion feature to reach people that don't follow the @BBCThree account.
YouTube
31% of YouTube's users are the target audience for the programme. This makes it another huge platform to target potential consumers of the product.
The trailer (pre-production here) will be posted on the "BBC Three" YouTube channel in hope that the YouTube algorithms will recommend it to people who have viewed similar content (therefore likely to be more interested in the program), it will also be promoted to other users via paid advertising.
The first scene of the pilot episode could also be posted as a YouTube video after the programme becomes available on BBC Three iPlayer. People that then come across the video on YouTube can click a link to continue watching on iPlayer. BBC Three have done this previously with Fleabag, this proved successful with over 30,000 people viewing it on YouTube, many of which will of translated to further views on iPlayer.
30% of Twitter's users are the target audience for the programme. The trailer (pre-production here) will be posted here and also regular recurring Tweets at a variety of different times of the day will be posted featuring images, mini clips and even polls to try and catch different people at different times. Paid promotion can also be used to get the tweets in front of more eyes.
It is key to release the adverts at the right time on Social media to get the maximum effect. They do not want to be released too far in advance so that people see the adverts and then forget about it. The advertising should also continue for a short time after the release - social media adverts can contain links to the program so people can click on the links to directly view the programme straight away.
The different forms of Social Media ads would be released as follows in the month leading up to release and shortly after the release:
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