E! has become the latest network to realize the potential Instagram has for social TV. The pop culture powerhouse announced last week that they would be expanding their multi-screen experiences by launching an “Instagram Wall” that will “track the top celebrity Instagram accounts, dynamically ranking the Top 200 celebs based on the newly created E! Social Score.” This is a huge move for the NBCU cable network whose popular shows include Fashion Police, Keeping up with the Kardashians and their red carpets that continue to define the awards show experience.
The network is already using the platform for on-air integrations giving a perfect example of why networks seemed to have pushed back (successfully) to Twitter’s urge for exclusivity of social on-air.
Here’s the full explanation of the Wall from E!:
Available 24/7 on E! Online and featured regularly on air, the E! News Instagram Wall allows viewers and users to organically consume content from social through this new, never been done before product. The Wall is powered by the E! Social Score, a proprietary logic that helps determine the true popularity of content, tracking the Top 200 celebrities and dynamically showcasing the most viral photos in real time. Features include a Trending Hub, which surfaces the most popular photos of the day in addition to the top 10 trending celebrities on Instagram, an Activity Section that sorts photos based on popular or event driven hashtags and contextualizes content around pop culture moments like the Met Gala or Coachella, and a Top 200 Celebrities view that lets users explore the full breadth and depth of content within the Instagram Wall.
The Instagram Wall will be seen regularly within E! News on a state of the art 82’ Perceptive Pixel touchscreen monitor, allowing Giuliana Rancic, Terrence Jenkins and the rest of the E! News team to interact with the Wall in show. The Wall’s responsive design also allows users to experience the product themselves on Eonline across any device, connecting brands and advertisers with the social content that matters most to E! viewers and Eonline users on every screen.