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OBJECTIVE:

listening247, in partnership with Double A Labs and a top film production and distribution company about the “Why and How Social Media Influences Viewership or Brand Perception.” The objective was to: 

1. Better discover trends around content streaming and what motivates viewers to post and engage on social media about television or UGC content;
2. Identify the effects of grassroots marketing in a digital space.

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FINDINGS:

Digital Focus Groups + Social Listening

1. We combined digital focus groups with listening247’s Intelligent Data as a Service (IDaaS) to create a full 360° feedback loop to combine both direct to consumer and social media insights.

2. Identified consumers’ behaviours in choosing new shows and online engagement:

• Viewers overwhelmingly prefer short clips and trailers for their engaging format;
• 76% of most engaged with posts were Strictly Promotional Content and not Super-Fan focused - make it for the masse;
• When the brand goes completely silent, the audience goes silent too - engagement drops and conversations fade.

3. Used data findings and generative AI to suggest social media actions:

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VALUE:

1. Correlated that emotional connection and relatability drive online engagement. 
2. Provided data to the client to use in future social media campaign strategy.