Since the start of 2013, local TV news audiences on Facebook have more than tripled, with 66 million people actively engaging with local TV content in June 2014, according to Shareablee, a social media rankings and analytics company. That’s nearly one third of the US online population liking, sharing or commenting on a post created by a local TV station, according to our data.
But while it’s often said that engagement is the oxygen of social media, for most TV broadcasters, only one thing matters: tune-in. Social TV folks frequently debate how far out from air time to post broadcast teases on Facebook (the platform with the largest potential audience). It’s a choice between teasing further out and reaching more people vs. closer to air and getting fewer people but being at the top of their minds.
Shareablee, which provides companies with social engagement intelligence based on data, had conducted previous analyses revealing posts with calls to tune-in generate higher overall engagement than posts without. In 2013, entertainment TV shows that used “teaser” messaging saw 130% higher engagement on these posts vs. the average. Engagement, and therefore reach on Facebook, was highest on posts within a two-and-a-half hour window of the broadcast.