In the ever-evolving landscape of television, one show has consistently stood out for its pioneering approach to social engagement: NBC’s The Voice. While the talent competition always hits all the right notes with its audience, the show’s commitment to delivering a compelling social experience truly sets it apart. Let’s dive into what The Voice has been doing successfully to meet the wants and needs of its target audience, how it addresses the social and consumer experience, and what sets its digital media engagement apart.
Meeting the Wants and Needs of the Audience
The Voice recognizes that its viewers are passive spectators and active participants in the show’s narrative. To meet their wants and needs, NBC’s The Voice does the following:
- Extending Storytelling: The show goes beyond the on-air performances by coordinating with coaches and artists to share their authentic experiences on social media. This behind-the-scenes content allows fans to connect with their favorite contestants on a deeper level.
- Engaging Audiences: The Voice fosters a sense of community by creating original content, talent activations, and impactful social campaigns. This engagement strengthens the bond between fans and the show.
- Creating Urgency: The Voice ensures that each episode is an event by integrating live social activations tied directly to the on-air show (Shorty Awards, 2016). This approach keeps viewers excited and involved throughout the season.
Addressing the Social and Consumer Experience
The Voice takes its commitment to social engagement seriously. It leverages a range of strategies to enhance the social and consumer experience:
- The Voice Instant Save: This brilliant concept encourages fans to tweet their votes for artists they want to save in real-time, making the audience feel directly involved in the competition’s outcome. Instant Save has brought social engagement to an entirely new level (Winegar, 2015).
- Skybox: The dedicated on-air segment for social interaction integrates seamlessly into the show, blending social calls to action, user-generated content sharing, and discussions of Twitter conversations between talent and coaches.
- Personalized Content for Fans: The Voice goes the extra mile by generating personalized content for fans who tweet with specific hashtags. For example, under the hashtag #ChairMeUp, fans who used it were treated to a personalized graphic featuring their name proudly on The Voice’s iconic chair (Shorty Awards, 2016). This personalized touch fosters a keen sense of connection and appreciation among viewers.
Managing Digital Media Followers
The Voice has excelled in managing its digital media followers by collaborating with various creators and influencers, offering a diverse lineup. By incorporating influencers from various platforms, the show ensures that it resonates with a broader audience. Partnering with major social platforms like Facebook, Bitmoji, Snapchat, and Tumblr enhances the show’s reach and appeal (Shorty Awards, 2016).
Efficiency and Effectiveness
The Voice’s approach to social engagement has been highly effective, as reflected in impressive statistics:
- Twitter: The Voice earned the title of the most tweeted series of 2015, with millions of tweets and record-breaking social interactions.
- Facebook, YouTube, and Vine: The show boasts the most likes, subscribers, and followers, respectively, among reality series on broadcast and cable (Shorty Awards, 2016).
The show’s continuous innovation in social media engagement and ethical engagements have contributed significantly to its effectiveness. Collaborations like the Veterans Day message from Michelle Obama and Pharrell’s “Freedom” performance in sign language have enhanced the show’s social impact and showcased its commitment to meaningful content (Shorty Awards, 2016.
The Mobile App Experience
While I did not explore the mobile app, it’s safe to assume that The Voice’s mobile app plays a crucial role in enhancing the consumer experience. It likely offers features like real-time voting, exclusive behind-the-scenes content, and the ability to interact with the show and other fans via tweets and suggestions of songs for their favorite artists (NBC, 2023). The app would cater to the on-the-go nature of today’s viewers, meeting their need for convenience and accessibility.
In conclusion, The Voice has set the gold standard for Social TV engagement by extending storytelling, engaging audiences meaningfully, creating urgency, collaborating with influencers, and delivering personalized content. Its innovative use of social media platforms and ethical engagements have made it the most tweeted and followed reality series. The show’s mobile app complements this experience, making it even more efficient and consumer-friendly. All in all, The Voice continues to sing its way into the hearts of viewers, both on and off the stage.
What other TV series do well integrating Social? Where are Social and TV headed?
Voice your opinion in the comments and share your thoughts!
-References-
NBC. (2023). The Voice App. https://www.nbc.com/the-voice/exclusives/voice-app
Shorty Awards. (2016). 8th Annual Shorty Awards; THE VOICE Winner in INTEGRATION WITH LIVE TELEVISION Finalist in INSTAGRAM, TWITTER Gold Honor in TELEVISION. https://shortyawards.com/8th/the-voice-3
Winegar, D. (2015, April 9). Marketing Matters: Takeaways from NBC’s ‘The Voice’. EGC Group. https://www.egcgroup.com/blog/marketing-matters-takeaways-from-nbcs-the-voice
