May 1, 2023

Has social media killed the TV?

Social media has amplified TV content across screens and devices, sharing news, views in real-time engagement with communities of fans.

No, it did not. But social media has cemented its position as a go-to source for entertainment. Whether it's a meme, viral clip, dance trends, or how-to videos, there's something for everyone.

Many modern consumers are avid social media users, connecting with others in new ways every day. Viewers can easily access and share content while watching a programme. The real-time engagement with communities of fans, or even with the programme writers and producers, is highly appealing.

Since social media has been integrated into smart TVs, how television is perceived and used has been changing. While TV used to be about watching broadcasts, modern times have made it possible for every viewer to personalise their watching experience.

Power of social media

Close to 40% of Gen Z use social media to find content (articles, shows, videos), and a quarter of baby boomers do the same - growing by 5% since Q4 2020 for the latter group. At the same time, watching livestreams as a reason for using social media has grown by 9% among boomers, and declined among Gen Z by 5%.

Fueled by the popularity of creative, visual, video-heavy platforms like Instagram and TikTok, more and more consumers are flocking to these apps to consume and create content. Close to 80% of Gen Z TikTok users outside of China turn to the platform to find funny/ entertaining content, only dropping to 74% among baby boomers. It's also the fastest-growing platform across all generations.

Instagram still very much holds a special place in the heart of Gen Zs though, with close to 70% turning to the platform for funny or entertaining content. This trails off massively for baby boomers, who instead prefer turning to Facebook for the fun stuff.

This all really underpins how there's serious appeal for entertaining content among older consumers too, on sites typically associated with younger counterparts. Brands marketing on the likes of TikTok should take note to ensure they're not leaving this valuable audience on the sideline.

Interactive Television

In the US, the first communication between Twitter hashtags and TV programmes was during Comedy Central's 2011 'roast' of Donald Trump. The hashtag #TrumpRoast appeared at the bottom of the screen, and the most-watched Tuesday show ever resulted in the hashtag #trumproast being used over 27,000 times alongside the broadcast.

Since this, companies use social media to engage with audiences and encourage viewers to voice their thoughts and feelings about shows whilst watching. So, if they wonder what their fans across the globe think, all they have to do is hashtag it and publish it on social media websites.

Voice Assistants

As voice control makes its way into our technology, it is no surprise that both TV and social media are adopting this concept. With developments in pairing voice search with social media networks and social media giants such as Facebook having already rolled out voice messaging options on Messenger, it was only a matter of time before TV added this feature.

Some of the latest OLED TVs offer a built-in Alexa voice search which means that viewers can play content using just their voice and even control other smart home devices via this feature. So soon, there may even be no need for the television remote!

Social media affecting TV advertising

Social media has enhanced the effectiveness of television advertisements as advertisers can now use their social media campaigns and television advertisements in sync to improve brand awareness. When viewers now see an advert on their screens, they take to social media to talk about it, share it amongst friends, and see what others are thinking. With the additional posting of adverts to social media, you don't even have to be watching TV to see any of the newest ads as they are now available at your fingertips.

There's no denying the incredible appetite for video content, with TikTok, Instagram, and YouTube the driving forces behind this type of content. Across all generations, short-form video content beats out long-form, with the former growing 5% among baby boomers since Q1 2021. TikTok may have led the way initially for this type of snackable content, but Instagram's Reels is quickly picking up speed in a very short space of time, growing 27% since Q4 2020. With consumers craving a more honest, less polished online experience, short-form is primed to give them what they want.

Short-form might be the preferred video content overall, but there's strong demand for long-form too, particularly among Gen Z. Just over 2 in 5 Gen Z say they've watched a longer video in the past week, which is not too far behind short-form. YouTube leads the way when it comes to longer content, with 82% of Gen Z engaging with the platform in the past month. TikTok is hot on its heels though, as it expands maximum video length to 10 minutes.

As services continue to battle it out to win consumers' attention, brands need to stay focused on tailoring and optimizing their video content experience to better meet consumers where they're at and do it in a way that's fresh, relevant, and gets consumers hyped.

Back to Listing

---