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Our best Black Friday lessons for 2015 and beyond

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Black Friday is almost upon us, so we rounded up all of the best advice we have around it for this year to get you ready and feeling prepared, whether you’re facing shoppers in-store, online, on social, or on all of the above.

How retailers can learn from past Black Fridays on Twitter to have a better 2015 holiday season

by Jenn Deering Davis for eSeller

The takeaway: Look at past Twitter activity to plan content marketing strategy for the present and future. 

Using historical Twitter data, retailers can learn from holiday seasons past to better prepare for this and future holidays. For example, when should retailers tweet about their Black Friday sales? They don’t want to share too early and miss the excitement, but they don’t want to share too late or they risk getting lost in the noise. The best time to post information about Black Friday sales would be about 10 days before Black Friday, and making sure to repeat it several times over the next week and a half. Shoppers spend the week of Black Friday researching and sharing their favorite deals, culminating on Thursday as they make last-minute preparations.” 

Here’s what the 2014 Black Friday conversation looked like, via Union Metrics Echo:


When should you start your holiday marketing?

by Mike O’Brien for ClickZ

The takeaway: For social media holiday marketing specifically, you don’t want to start too early and irritate your followers, but too late and you’ll get lost in the noise. 

“The best time to start: The second week of November – that way, by the week of Black Friday, consumers won’t be seeing your deals for the first time.”

If you’re too late for this year, at least now you’ll be prepared to have the best holiday marketing ever in 2016.

Tips for rocking this Black Friday on Twitter

by Jenn Deering Davis for iMedia Connection

The takeaway: Make shoppers feel like they’re getting something special from you on Twitter. 

What tweets generate the most engagement?

What sort of products, sales, and brands have consumers tweeted about in the past? What did they like or dislike? What questions did customers ask retailers? Researching these topics from holiday seasons past can help retailers prep more relevant content calendars and assets for the upcoming holiday season. Shoppers love tweets with good deals, previews of in-store sales, and links to products they want most. That’s often deals on electronics and technology, as well as toys and clothes. But they’re also looking for something special, so consider sharing Twitter-only deals with your followers. Tweets with a hashtag or image also perform well, so consider including a photo of the sale item or a special holiday hashtag.” 

Official Black Friday Expected To Be Strong Despite #OptOutside And Early Deals

by Nicole Leinbach-Reyhle for Forbes

The takeaway: Black Friday deals are already happening and stores like REI are encouraging shoppers to #OptOutside, but a lot of people are still planning to shop on Black Friday and they’re talking about it on Twitter. 

“So just what do more tweets really mean? Customers are talking. . .and stores are taking notice. Certainly, REI’s recent announcement to #OptOutside has helped to make this happen, but we can’t neglect other companies – such as Nordstrom – and their efforts to promote keeping their stores closed on Thanksgiving and saving their big holiday push for Black Friday instead.”

To put it in stats (all from the American Express Spending & Saving Tracker),

  • Overall 45% of shoppers plan to shop on Black Friday. Meanwhile, 47% plan to shop on Cyber Monday.
  • It’s estimated that Americans plan to spend $584 on average this year on Black Friday, notably higher than last year’s $501.
  • By the day’s end on Black Friday, six in ten customers expect to have finished about one-half or less of their holiday shopping.

Black Gold?

by Alex Spencer for Mobile Marketing

The takeaway: The future of Black Friday might look more like a Black November.

“But with Black Friday now embedded into the public consciousness and growing every year, what’s the alternative?

Well, it could be as simple as spreading it all out. Offering deals at different times throughout the day can help spread the load. In the UK, Amazon has distributed its ‘lightning’ deals over a 10-day period, though it will still be running Black Friday promotions as usual in the US, where the day coincides with a common holiday.

Black Friday doesn’t necessarily have to be retailers’ biggest sales day, especially in other countries.”

Got a question, comment or concern? Leave it below or find us on Twitter at @UnionMetrics. Thought that Union Metrics Echo screencap above looked pretty cool? Learn more about how Echo works and what it can do for you here

Written by Sarah

November 25th, 2015 at 10:54 am

Posted in Trends

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What we can learn about Twitter’s top TV shows

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By now, you’ve probably heard us talking about Union Metrics Echo – our brand new tool to help you explore and analyze anything from Twitter’s archive, instantly. We wanted to show you what, exactly, you can do with it. So here’s one of the lessons we learned using Union Metrics Echo to dig into Twitter data. Want a demo of Echo to see how it can work for you? Schedule one here


Two of the top shows in Twitter’s history are The Walking Dead on AMC and Empire on FOX. They’ve taken different paths to their social success, and generate very different conversations on social media. But there are a few lessons we can learn about social TV and how Twitter embraces its favorite shows.

The Walking Dead premiered in a very different time – way back in 2010. Twitter had not yet become to be the place to talk about TV. The first season of TWD was only six episodes and over those six weeks, there were about a million total tweets about The Walking Dead, including some lead up to the premiere and discussion after the finale. The premiere episode generated the most buzz, earning 63k tweets on the day it aired, October 31, 2010. TWD averaged about 150k Tweets per week during its first season.

What makes the The Walking Dead so interesting – and one of the reasons it’s been so successful on Twitter – is that it followed a very different pattern than most shows do on social, even from the very beginning. The biggest tweet volume spike of the week was on the day the episode aired, as holds true for all shows, then and now. But volumes for The Walking Dead only decreased slightly in the two days following each episode, which is unique. It retained 50-80% of size the original conversation on Twitter for two days after. Most shows generate some conversation the next day, but at significantly reduced volumes, usually around 10% of the episode day’s conversation. Here’s a streamgraph showing the daily tweet volumes for the first season of The Walking Dead. You can see big and then only slightly-less-big spikes corresponding to when an episode aired.

Tweets about The Walking Dead

Starting in the second season, The Walking Dead began airing each season in two parts with a few months break in between. In 2011, tweets about the show increased considerably, premiering with 200k tweets and hitting 350k during the finale. It generated 5.6 million tweets over the full season, and averaged 375k tweets per week (when episodes were airing). But more impressively, TWD continued to follow the same pattern it established the year before, with larger-than-average Tweet volumes the two days after the episode airs. This is really unlike any other show on TV. And it still holds mostly true today; the most recent season of The Walking Dead saw a big spike on episode day, then maintained 30% of that conversation the day after.

So why is this? Why does The Walking Dead generate so much conversation on non-show days? There are a lot of time-delayed viewers of TWD, which was true even back in 2010, which means more people talk about it on Twitter in the few days following a new episode. And The Walking Dead gives everyone a lot to talk about after an episode airs. It’s a show that embraces drama, cliffhangers and water-cooler moments. It’s not afraid to kill off important characters. And it’s one of the most reviewed shows on TV; people love to write and discuss it.

The Walking Dead has been a social media sensation for five years. Even now in 2015, TWD continues to hold strong on Twitter, generating nearly a million tweets every week it airs.

But let’s compare The Walking Dead to one of the newest social TV sensations – Empire. Empire premiered earlier in 2015. Its first episode started relatively small on premiere day, generating 135k tweets on January 7. However, Empire followed a unique pattern that only a few shows can hope to emulate. It generated more tweets each week as the season went on, not fewer. Most shows see an initial spike when they premiere, then see weekly declines after that. The lucky ones get another spike during the finale, but the unlucky ones continue to decline over time. During its first season, Empire saw more tweets each week than the week before. This culminated in a powerful final episode, that generated 1.7 million tweets on March 18, making it one of the most tweeted about shows of all time. You can see the weekly increase in this graph, which shows bigger and bigger daily tweet volume spikes until the finale episode.

Tweets about Empire Season 1

It helps that Empire had a short first season and didn’t take any weeks off. It aired 12 episodes, one each week for 12 weeks. A shorter season helps audiences stay engaged. The marketing team behind Empire worked tirelessly to promote the show and engage its audience across social media. The new season of Empire just aired, generating 860k tweets on premiere (just beating The Walking Dead premiere’s 801k tweets a couple weeks later).

Both The Walking Dead and Empire are on lists of the most tweeted-about TV shows of all time. It’s fascinating to look at the different ways they’ve built an audience on Twitter and the patterns around how their fans tweet.

Written by Sarah

November 19th, 2015 at 9:45 am

The future of video is the stream (but not streaming)

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This article, written by our Editor-in-Chief Jenn Deering Davis, was originally published on AdWeek’s SocialTimes

We’ve read dozens of articles citing how many millions of views social video garners every day. We know that teenagers now watch more online video than broadcast TV every week. Adults watch many times more online video now than they did a few years ago. Social video is definitely a thing.

And so far this year, one of the biggest emerging trends in video has been streaming video. Facebook is adding streaming functionality. Meerkat has more than 2 million registered users. Periscope says their users watch 40 years of video every day, and claim 2 million daily active users. There are guides and listicles aplenty to help an excited new user get the hang of Meerkat or Periscope.

But streaming video is actually a very small portion of the overall social video conversation. Vine videos loop more than 1.5 million times a day. Snapchat gets 3 billion video views daily and has 100 million daily active users. Facebook gets more than 4 billion video views per day, with nearly a billion daily active users. YouTube watch time has grown 60 percent year-on-year and has more than 1 billion users. These sites are generating tremendous engagement with video content, and very little of it is live streaming. The future of video doesn’t lie in streaming; it lies in the stream.

The stream – your timeline, your newsfeed – is how you consume social media. You open a social app, and content streams past. And if you’ve been on social media for a few years, you’ve probably noticed your stream has gotten a lot more visual lately. How much of that content is video? A lot of it, probably. Why? Because video loves the stream and the stream loves video. Here are just a few reasons why.

#MondayMotivation: Coffee please ☕️☕️☕️ #Boomerang #Mondaze #coffeetime #catmug

A video posted by Union Metrics (@unionmetrics) on


Native video

Video that fits the medium the user is in – content created to make the most of where it’s posted – performs better than video originally posted on an external site. Facebook is very enthusiastic about native video and gives preferential treatment to videos uploaded directly to Facebook instead of cross-posted from YouTube or Instagram. Tumblr recently rolled out a new video player to improve the native video experience. And this makes sense; native video looks better in the stream. It’s easier to consume; it breaks up text posts and static images and brings life to your stream.


It may sound ridiculous, but removing something as simple as a click can significantly impact how a user interacts with a video. As more social channels like Twitter and Facebook have added autoplay, video views have increased dramatically. Now certainly some of this is due to the fact that now every display in every stream generates a view, but engagement with and attention to those videos has also increased. Removing any barrier, no matter how small, improves the video experience.

Better ads

Video ads keep getting better and more creative as brands get more sophisticated. Some of the most interesting advances in advertising are in digital media, specifically video. The more engaging and relevant an ad is, the more authentic it feels to the medium and the more successful it will be. Brands and agencies have figured this out and are creating high-quality content to achieve that success. Shown in-stream, the right video ad feels like it belongs there.

Vertical video

Maybe we really are too lazy to rotate our phones. There’s some evidence now that mobile viewers are more likely to stick around to watch content that’s intentionally created to be viewed vertically. Snapchat is spearheading this movement, but we’re seeing it more everywhere. Not having to change your phone’s orientation makes for a better experience, and is less interruptive to the mobile experience. This is a tough one for video purists who prefer horizontal video, but we’ll continue to see lots more vertical video, so you’ll need to get used to it.

But not streaming video

This streaming video trend will prove to be just that – a trend. The truth is, most of us just aren’t that interesting. On YouTube and Facebook, we can prepare a script, rehearse and edit to make a high-quality video. On Snapchat and Vine, the videos are short, forcing their own sort of creativity. But most of the time on streaming platforms, there’s just nothing there to watch. Getting more celebrities and brands who have more streamable content (and lives) will help, but the average user just won’t have much of their own to stream. Streaming video isn’t a standalone product; it’s a feature in the rest of the social stream.

If you’d like to monitor the performance of your social video, check out the Union Metrics Social Suite.

Written by Jenn D

November 16th, 2015 at 11:36 am

iPhone sales, Twitter and how tech culture has changed since 2007

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Now that you know about Echo, we wanted to show you what, exactly, you can do with it. We’ll be sharing a series of stories told through Echo’s data and visualizations.  Feel free to ask us any questions you may have in the comments below, or find us on Twitter @UnionMetrics. You can learn more about Echo here

The Apple iPhone has been around almost as long as Twitter. Digging into how Twitter has talked about the iPhone over the past eight years can tell us a great deal about Apple, Twitter and tech culture.

The first iPhone was announced in January 2007, when Twitter was just a tiny network with around 20,000 users. The announcement generated 584 tweets on January 9, 2007. There were only 19 speculative tweets in the week leading up the announcement.

By the time the iPhone actually launched in late June, 2007, Twitter had many more users, as it had been a big hit at the SXSW festival in March of that year. That led to a 10x increase in tweet volume, seeing 6k tweets on release day. These tweets were more typical of later iPhone launches, as giddy new iPhone owners celebrated their new purchases.

This pattern was repeated for the next several iPhone cycles. For the first three years of the iPhone’s existence, excitement picked up in the weeks between the announcement and release dates, leading to more tweets on release day than on announcement day. People were just so excited to get and use their new phones that they couldn’t stop tweeting about it. In 2008, the release generated 45k tweets on launch day. In 2009, it was 205k tweets.

iPhone original, 3G, 4 and 5 courtesy of Yutaka Tsutano on Flickr; used with Creative Commons License.

iPhone original, 3G, 4 and 5 courtesy of Yutaka Tsutano on Flickr; used with Creative Commons License.

But starting in 2010 with the iPhone 4, the announcement itself became the event, generating more and more tweets every year. This is also the year that regular iPhone chatter on Twitter became significant and large. In 2010, nearly 100k new tweets were posted every day about the iPhone. By 2013, this number had grown to 650k daily iPhone tweets.

And then an interesting patterns emerges. Starting with the iPhone 5, the S models that are released in odd years don’t generate as much buzz on Twitter as their previous year’s counterpart. In fact, the 2013 5S and 2015 6S announcements actually generated fewer tweets than the 5 and 6, respectively. The S models don’t have a new body style, and they don’t generate the same levels of excitement as a brand new phone does.

Interestingly, general everyday conversation about iPhones has decreased in the past year or two. This is probably due to two things. First, so many people have iPhones now that many people don’t talk explicitly about their iPhones as much anymore. They may just call them “phones” or not tweet about them at all. They’re ubiquitous and second nature and there’s just not as much to say. 700 million iPhones have been sold around the world; they’re not exactly unique any more. Second, Android phones have become incredibly popular, so a number of people talking about smartphones on Twitter are talking about their Androids, not their iPhones. In fact, over the past 45 days, there have been more tweets about Androids than about iPhones: 550k daily Android tweets and 450k daily iPhone tweets.

iphone echo

For brands, this is a lesson in innovation and how important it is to continue to evolve your product to stay relevant to your customers. iPhones are still just as technologically advanced as they were in 2007 (way more so, probably), but they’re just not as new, not as noteworthy. Using Union Metrics Echo, Apple’s marketing team can look at the volumes and types of tweets about iPhones compared to tweets about Android to see what they’re missing. What are Android users tweeting about? What do they love or hate about their phones and how could Apple use that information to better market to that audience?

Beyond that, Echo is perfect for researching past annual events, like a recurring product launch, conference or sporting event. Use this information to find trends over time, including tweet volume changes (what does it mean if you see fewer tweets this year than last?), top tweets (what content gets retweeted each year?), and other insights.


iPhone Model and Release Year Announcement Day Tweets Release Day
Twitter Users
1st generation, 2007 584 6k ~20k
3G, 2008 32k 45k ~1M
3GS, 2009 201k 205k ~10M
4, 2010 728k 384k 40M
4S, 2011 1.8M 662k 101M
5, 2012 3.4M 1.7M 167M
5C and 5S, 2013 3.3M 1.3M 231M
6 and 6 Plus, 2014 5.2M 2.3M 284M
6S and 6S Plus, 2015 2.1M 845k 304M


Union Metrics Echo makes it painless for brands to research a current or past product launch, do competitive research and understand share of voice.

Written by Sarah

November 12th, 2015 at 11:11 am

The implosion of a brand: A Twitter timeline of the Volkswagen emissions scandal

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Now that you’ve heard about our all-new Union Metrics Echo, we wanted to tell you more about what you can do with it. So we’ll be sharing a series of brand lessons learned from tapping into the full Twitter archive with Union Metrics Echo. If you’re interested in learning more about Echo, including how you can access it through your Union Metrics account, read more here.

When a crisis breaks, brands first need to asses the extent of the damage. How big is the conversation about it? Who’s talking about it? Sometimes news hasn’t spread very far yet, and the impact can be contained. But sometimes, like in Volkswagen’s case, news spreads far and fast.

On September 18, 2015, the EPA announced that Volkswagen was using a defeat device to circumvent emissions tests. One of the first tweets to break the news was posted at 8:49 a.m. PDT by @davidshepardson, Detroit News DC Bureau Chief. That was followed quickly by others like these at 8:54 and 8:59, and then it spread rapidly over the following hours and days.

Before this news broke, there were on average 10k tweets posted every day about Volkswagen. That number jumped to more than 100k daily tweets during the peak of the crisis in late September. Those numbers are still elevated now, a month later, generating 2-4x more Twitter VW conversation than occurred pre-crisis.

volkswagen tweets

There were more than 53k tweets about Volkswagen on September 18. Since that was a Friday, news stayed fairly quiet over the weekend, and then exploded on Monday, September 21, generating more than 1.3 million tweets over the next week and averaging more than 8,000 new tweets per hour about the news. At that same time, Volkswagen’s stock price dropped from a high of 169 to a low of 95. As the tweets increased, the stock price decreased.

volkswagen stock price compared to tweet volumes

When a crisis happens, brands need to react quickly. With Union Metrics Echo, a brand can instantly understand the impact of a conversation about anything on Twitter, whether or not they had real-time Twitter monitoring already in place. This is invaluable for brands managing a crisis, like Volkswagen was in September. By tapping into the Twitter archive easily and efficiently, brands can quickly learn how wide news is spreading, identify the topics their customers think are important, monitor new stories about the news, and report back to relevant stakeholders on potential impact. This allows brands to adjust their content and information strategies accordingly, and adapt in real time as the crisis evolves.

Written by Sarah

October 30th, 2015 at 7:06 am

A day in the life of Twitter Moments

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By now, you’ve probably had some time to check out Twitter’s newly launched Moments. It’s an incredibly cool new Twitter feature that gives users a look at the best of what’s happening on Twitter at any given, um, moment (sorry about that).

So of course we wondered what happens to a tweet featured in a Moment. Does engagement skyrocket when a tweet is featured? It should, right? Let’s investigate.

Some Twitter Moments are very timely, featuring tweets about events that are happening right now. Others are focused on surfacing cool stories that are more evergreen and include tweets posted earlier. For example, this tweet from March 2015 is the top post in the Climbing Everest Moment.

When this tweet was first posted in March, it got a handful of retweets and favorites. But when it was featured in Moments today, it immediately saw a huge spike in engagement, which has increased throughout the day. It’s generated more than 90% of its engagement today alone.

Here’s another example from the International Walk to School Day Moment.

This tweet was posted earlier today and has since generated 22 retweets and more than 100 favorites. This is way more favorites than the average @PCArsenault tweet receives. Interestingly, this seems to be true for other Moments, too; most Moment-related engagement so far seems to consist more of favorites than of retweets and replies. But this is just a tiny sample, so we’ll continue to look at these patterns as Moments continue. We’re also curious if being featured in a Moment leads to an increase in followers.

It’s only been a day, but Twitter Moments are already a great addition to the Twitter experience. We’ll check back in with them in a few weeks and see what else we can learn and how brands can take advantage of this new functionality. What do you think? Have you spent much time looking at Moments yet?


Want to measure your engagement on Twitter? Take a look at TweetReach by Union Metrics for a variety of Twitter analytics options! We’ve got an option for every budget. 

Written by Jenn D

October 7th, 2015 at 11:38 am

5 ways to get the most out of your Periscope

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Live-streaming video apps are still the new kid on the block and most of us don’t have the best practices down yet (mostly because they’re still being established) so here’s what we’ve learned so far from Periscoping pioneers about how to get the most out of your broadcasts.


Your audience will want to know you’re broadcasting about DUCK ARMY, so be sure to promote it ahead of time.

1. Let your network know you’ll be Periscoping.

Although setting up a broadcast on a whim is fun, you’ll have a better chance of an invested audience if you let your followers on Twitter (and elsewhere, but more on that in a minute) know that you’re planning to broadcast later. Give a teaser on the topic or give your audience a chance to ask questions; that should help you plan an outline of what you’re going to say.

And definitely have an outline of some talking points, unless you’re an experienced and outstanding extemporaneous speaker.

2. Promote across all social networks.

Periscope is owned by Twitter, but your audience will vary in which networks they spend their time on, so don’t be afraid to announce your inaugural Periscope broadcast on Facebook and Instagram too, or anywhere else you keep a consistent social presence.

3. Set a regular schedule.

If you’re having fun broadcasting and growing a good audience, you might considering setting a regular broadcasting schedule. That will help you with a structure for framing each session and will let your audience know they have a regular time to tune in and find you.

4. Save broadcasts and share to get people interested in future broadcasts.

A commandment of content marketing worth following is “let no good content go wasted”. Save your broadcasts and tweet out links to them to get audiences interested in watching the next one. Share clips on Vine or Instagram, and edit down portions to post natively on Facebook. Repurpose your broadcasts to get the most out of them and keep the content flowing fresh across platforms.

5. Do a joint broadcast.

Collaborate with someone who has a similar audience, or anyone with whom you can establish an interesting overlap between your industries. Working with someone more established on Periscope can help you learn and establish your own audience there, and is a fun introduction to it that might leave you feeling more prepared than just broadcasting alone from your home office. (Although there’s nothing wrong with that either!)

Bonus: Measure your efforts

The best way to see what’s working and what’s not- maybe those 7pm promotional tweets were more successful than the 7pm batch- is to measure your efforts. Pick a hashtag to use when you’re talking about your broadcasts, something short, easy to associate with you and/or your brand, and something that’s not already in use (we wouldn’t recommend #TBT, for example). Then use something like our TweetReach by Union Metrics snapshot reports to get a quick idea of the reach of your broadcasts and tweets promoting them, or go Pro to get more comprehensive measurement of all of your Twitter efforts.

If you want to measure your efforts across channels we can help with that too.

And as always, you can ask any questions below or find us on Twitter @UnionMetrics!

Written by Sarah

October 7th, 2015 at 10:07 am

The Scream Queens and The Muppets premieres on Twitter

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Did you see our full fall TV preview last week? Some of the new shows have aired their premieres, so we wanted to check in with two of the early favorites, Scream Queens and The Muppets, both of which premiered last night, September 22.

FOX launched a huge promotional campaign earlier this year. And that has been paying off on Twitter, at least. Scream Queens generated nearly a million tweets yesterday, the day of the series premiere. In the month leading up to the premiere, an average of 13,000 tweets were posted every day about the show. For a brand new show, these are huge numbers. Scream Queens also benefits from above-average star power, with a cast and creator that are bringing in a large existing fan-base.

Here’s a look at tweets about Scream Queens and The Muppets over the past 24 hours or so. There are big spikes from 5-7pm and 8-9pm PT, corresponding to when the show aired on the East and West Coasts. We’ve highlighted the biggest spike, during the 5pm PT hour.

Premiere tweets

There were more than 173k tweets about Scream Queens during the first hour, with sustained conversation for the next several hours, bringing yesterday’s tweet totals to more 910k. There were only 22k tweets about The Muppets during that time, and 66k all day.

Scream Queens didn’t perform as well in the ratings as expected. In fact, The Muppets came out ahead, which is somewhat surprising, given how many more tweets there were about Scream Queens. On the other hand, a lot of the Twitter conversation about Scream Queens was driven by celebrities like Lady Gaga and Ariana Grande, and those fans may not have actually tuned in to watch. We’ll keep monitoring the tweets, and see how it progresses over the next few weeks.

What do you think? Did you watch either of these new shows?

Written by Jenn D

September 23rd, 2015 at 11:06 am

Previewing the new 2015 fall TV shows on Twitter

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It’s September and that means it’s time for new fall TV! Over the next few weeks, the big networks will roll out their new TV series. Not all of these series will survive the year; some will be cancelled within a few weeks. One of our favorite exercises each fall at Union Metrics is to dig into what Twitter thinks about the new fall TV shows. What can we learn from early Twitter conversation and what can that tell us about whether or not a show might be cancelled?

Like last year, all of the new network series have official Twitter accounts and hashtags, so they’re all actively participating on Twitter to promote their premieres and encourage viewers to tune in. However, not all the new shows are doing well on Twitter. Let’s take a look at the crop of new shows to see how they’re doing on Twitter, and what that means for their cancellation chances.

The best of the best

First, let’s talk about the fall TV shows that are doing well on Twitter. Theses are the series potential viewers are most excited about, the ones stirring up controversy and conversation on social media. We’ll start with the front-runner, Scream Queens.

FOX’s new show Scream Queens is absolutely crushing all other the new programs on Twitter. There have been more than 330,000 tweets about the show in the past month alone. That’s more than 5x the tweet volume of its closest competitor. Scream Queens generated more tweets in the past month than even the Late Show with Stephen Colbert, which started this week. The official Twitter account has already collected more than 126,000 Twitter followers. Why?

The marketing team behind Scream Queens has been working hard for months to promote the show across social media, sharing teasers and news and behind-the-scenes pictures, starting early this spring. And of course Scream Queens’ celebrity firepower doesn’t hurt. It stars Emma Roberts, Jamie Lee Curtis, Nick Jonas, Ariana Grande, Lea Michelle and a host of other well-known names. It’s also created by Ryan Murphy (who created American Horror Story, which has performed very well on social media over the past few years). And finally, the demographic this show is targeting is perfect for Twitter – that young, hip audience so many advertisers want to reach. So it’s no surprise that no other show comes close to Scream Queens’ numbers on Twitter. It’s practically perfect for social media. But what about the others?

The rest of the best

Beyond Scream Queens, there’s a handful of other shows that have excited Twitter. A few of these are expected to be big hits and have had huge marketing campaigns around them, so it’s not surprising to see them here. All of them have generated at least 1,000 daily tweets on average over the past month. They are:

  • The Muppets on ABC
  • Heroes Reborn on NBC
  • Blood & Oil on ABC
  • Quantico on ABC
  • Supergirl on CBS

Here’s a look at how they compare in terms of tweets over the past month.

Tweets about the top fall TV shows

Supergirl doesn’t premiere until the end of October, so it’s likely to continue to gain momentum over the next six weeks. The Muppets and Heroes Reborn are nearly tied right now, and premiere just a couple days apart the week of September 21. Blood & Oil has had a few flurries in tweet activity recently (see the purple spikes on the chart). And Quantico is performing well so far.

The mediocre middle

In order not to leave any shows out, there are a set of new series that are doing fine on Twitter. There has been some conversation about them, but nothing record-setting or particularly impressive (good or bad). We’ll monitor these are they get underway to see if they trend up or down, but for now, here are the mediocres:

  • Best Time Ever with Neil Patrick Harris on NBC
  • Minority Report on FOX
  • Blindspot on NBC
  • Grandfathered on FOX
  • Rosewood on FOX

Best Time Ever premiered this week on NBC, and gained a little traction during the premiere. The first episode only generated about 20k tweets on premiere day – that’s a fairly small showing for a brand new show with such a big name star.

The back of the pack

Not all the new shows are doing well. There are a few that haven’t made much of an impact at all on Twitter. As we’ve seen in past years, some shows just don’t make the cut – on Twitter or on television. Maybe their marketing departments haven’t spent enough time promoting the shows on Twitter, maybe the concepts just don’t excite potential viewers, maybe the cast hasn’t been active enough in their own accounts. But these six shows haven’t generated very many tweets (some of them getting 50 or fewer tweets a day!) and are in risky territory.

  • Life in Pieces on CBS
  • Limitless on CBS
  • The Player on NBC
  • The Grinder on FOX
  • Code Black on CBS
  • Dr. Ken on ABC

Now just because a show isn’t generating many tweets, that doesn’t guarantee it’ll be cancelled. But many shows that can’t find a Twitter audience probably aren’t finding a TV audience either. If no one’s talking about it, that either mean no one’s watching it or they’re watching it but it’s just so dull there’s nothing to talk about. That’s a good first step for cancellation.

The most surprising show in this bottom group is FOX’s The Grinder, which stars Fred Savage and Rob Lowe. These are two big names who should draw in a bigger crowd. The show doesn’t premiere until the very end of September, so it has a couple weeks to grow, but we would expect more early chatter for this one. The same goes for ABC’s Dr. Ken.

Some shows still have some time before they premiere – a set of new series don’t start until mid October or November. We’ll keep an eye on those are we get closer to their premiere dates, as they still have time to develop a larger audience on Twitter. That includes Truth Be Told and Chicago Med on NBC, Wicked City on ABC, Crazy Ex-Girlfriend on The CW, and Angel From Hell on CBS.

We’ll check back in on these numbers in a couple weeks, once most of these shows have premiered. In the meantime, what do you think? What shows will stay? Which will get cancelled?

Want to monitor tweets (or Instagram or Tumblr or Facebook) about your show this fall? Take a look at the social media analytics we provide at Union Metrics.

Written by Jenn D

September 17th, 2015 at 3:10 pm

Posted in Events,Trends

Tagged with , , ,

Ranking the GOP candidates on Twitter

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A month ago, we wrote a little about the first round of GOP debates. Today, as we prepare for the next debate, let’s take a look at how the remaining Republican candidates are doing on Twitter. Here’s a list of the candidates in the debate tonight, ordered by how many tweets* have been posted about them in the past month.

Tweets about GOP candidates

As he has for several months, Trump continues to dominate the GOP conversation on Twitter, generating 10x more tweets than his closest competitor. What has changed is who Trump’s competitors are. Cruz and Bush are still round out the top three, but Carson and Fiorina have both seen tremendous growth in Twitter conversation in the past month and their popularity on Twitter has more than tripled since the last debate. Paul has dropped down the list since the last debate.

This chart shows a comparison between the top candidates (minus Trump, since his tweet volumes dwarf all others).
GOP Candidates on TwitterA few other interesting things to note about this data. Only one candidate has seen decreases in Twitter conversation since the first debate: John Kasich. That doesn’t bode well for his future in this presidential race. In addition, these numbers reflect some of what we saw in this week’s New York Times/CBS News poll, including the increase in popularity of Ben Carson.

9/17/15 update: We took at look at tweets posted during and after the debate to see how Twitter thought the candidates performed. Carly Fiorina was the overwhelming favorite on Twitter, generating nearly 250k tweets during the debate. She’s been trending up on Twitter for a while and solidified that last night. In comparison, there were about 500k tweets about Donald Trump during the debate. While that is still 2x the volume Fiorina received, up until now, Trump has been getting 10x more tweets than his closest competitor. Fiorina is rapidly closing that gap. The next closest was Jeb Bush, we received just under 200k tweets during the debate.

We’ll keep watching the tweets throughout the election and update as things get interesting! And if you want metrics or graphs like these for your own brand, take a look at the social media analytics we offer at Union Metrics.

*This includes all tweets that match a set of search terms about the candidate, including account mentions and hashtags. Tweets were posted between August 17 and September 16. 

Written by Jenn D

September 16th, 2015 at 5:32 pm