The launch of Twitter Amplify has redefined the way that both media creators and advertisers view the value of content. With Billions of TV ad dollars on the line, a unified objective has emerged: garnering views and engagement on any screen that a viewer owns – whether it’s the TV in their living room or their mobile phone.
In this new advertising frontier, one thing wins when it comes to posting and sharing TV content through social media: Speed.
Based on data collected from dozens of Twitter Amplify partners on Snappy TV’s platform including Turner Sports, the Pac-12 and the USTA, video clips posted to social media channels gain exponentially more views when highlights are posted in near real time versus after the event.
How real time are we talking? Highlights posted to social networks within 5 minutes of a moment happening in the physical or broadcast world had on average 300% higher engagement than clips posted even an hour later. What does this mean? Content creators can triple their social audience simply by publishing the same content faster.
More importantly, 88% of all videos that went “viral” [those that achieved at least 500% more engagement versus other videos], were shared in the first 10 minutes. We call this the Viral Window.
The emerging importance of real-time clip consumption reflects a larger trend in media where the lines are blurring between social and TV. The way consumers rapidly view and share content on social is affecting how they decide what to watch on TV. Essentially, the second screen is becoming a personalized TV Guide for the next generation, brought to you by friends and followers.
If this is the case, then media creators that figure out how to distribute their best content in real-time are well positioned to become must-see TV.