Researchers at Twitter went through more than 350 hashtags across eight US primetime reality shows from January-July last year to find what exactly makes a hashtag succeed.
According to the company, a few different types of hashtags are consistently picked up by viewers at a higher rate than normal when shown on screen, showing that certain formats have more pull than other when it comes to engaging audiences.
Twitter has outlined three tactics for hashtags that can provide TV marketers with higher levels of audience interest: include show name, use a cast or guest name with the word ‘team’ (ex: TeamLauren), and describe a moment in 15-17 characters.
Data from social monitoring firm Measured Reaction shows that 73 per cent of primetime programs across 10 broadcast and cable programs used an in-program social call to action over the first half of 2014, with the majority taking the form of a hashtag.
Shows tested in the study included ‘American Idol’, ‘The Voice’, ‘MasterChef’, ‘America’s Got Talent’, ‘Dancing With the Stars’, ‘So You Think You Can Dance’, ‘American Ninja Warrior’, and ‘Survivor.’
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