What you’ll read: How big brands like Disney Plus keep audiences captivated even when they aren’t streaming.
We spend over a quarter of our TV time watching streaming media services, and the competition between the companiesis fierce. It’s a two-front struggle as well; streamers aren’t just competing against each other for viewers’ attention, but against all the other ways busy people can spend their limited free time, too. Just like the streaming services, if you want to get attention on social with a campaign of your own, you’ve got to make big moves. Here are some streaming media brands that found a way to set themselves apart.
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Instagram: Hulu Goes Big For Promos
Hulu promos like this ad for Fox’s Domino Masters dive straight into what makes the program unique, offering a real-life example of Rube-Goldberg-worthy domino mastery. There are few things more captivating than watching a domino setup that took hours to create topple down, up, and side to side in the space of a few glorious seconds, and incorporating the remote and final poster reveal reminds you that there’s a whole lot more where that came from — and you’ll have to tune in to see it.
TikTok: Peacock Meme-ifies its Massive Catalog
@peacocktv Our ick list is longer than a CVS receipt ✍️@Tinx #theoffice #parksandrec #brooklyn99 #ick #dating #dealbreaker #tinx #funny ♬ original sound – Tinx
Peacock has a deep, deep catalog of TV shows and movies. TikTok has an endless parade of insta-meme posts and clever ways for users to remix them with their own content. Peacock’s TikTok account proves the two are a match made in heaven. The above video combines a popular TikTok user’s original sound with characters from The Office, Parks and Recreation, and Brooklyn 99, showing how they might be represented on her romantic “ick list.” Maybe these characters aren’t the best dating material, but the video makes you want to hang out with them again.
Twitter: Disney Plus Keeps it Simple and Clean
It. Is. Time. From Snow White and the Seven Dwarfs to The Mandalorian, check out basically everything coming to #DisneyPlus in the U.S. on November 12.
Pre-order in the U.S. at https://t.co/wJig4STf4P today: https://t.co/tlWvp23gLF pic.twitter.com/0q3PTuaDWT
— Disney+ (@disneyplus) October 14, 2019
Making yourself heard in globe-spanning Twitter conversations can be tough, and everybody has their own tricks to boost engagement and keep your ratio optimal. The Disney Plus Twitter account opted for simplicity (but definitely not brevity) before the streaming service debuted: a good old fashioned Twitter thread showing off some of the service’s launch lineup. And some more. The thread ultimately spanned more than 600 tweets, sending up one movie or TV show at a time as users dove in to RT their favorites. Disney Plus has remained a big fan of the good old-fashioned Twitter thread ever since.
Hulu, Peacock, and Disney Plus each found a way to work their own brand magic on competitive social platforms and stand out in a crowded conversation. If you want your campaign to do the same, make sure you take some time to study their examples.