August 11, 2022

We all know that individuals flock to Twitter on a regular basis to find and eat content material on matters they’re enthusiastic about spanning from sport, to TV and leisure. For binge watchers, and actuality TV fans, Twitter has grow to be a digital lounge room.

Folks flip to Twitter to complement their TV viewing expertise, whether or not it’s getting pumped for the upcoming season or watching sneak peeks earlier than the following episode airs. Globally, Twitter is the popular social media platform when watching TV, with 44% of individuals utilizing the main platforms mentioned their use of Twitter whereas watching TV has elevated.

In Australia, actuality TV is a big dialog starter on Twitter. Because the begin of the 12 months, there have been at the least 12.3k Tweets targeted on actuality TV in a mean week. When it comes to Tweet quantity by state, it largely mirrors the inhabitants numbers per state, apart from Tweets from South Australia outnumbering these from Western Australia.

Watch, Tweet, & Repeat

There are various causes as to why Australians are hooked on actuality TV, from the by no means ending drama, to the lavish existence, and to the relationships that we construct with different actuality TV fans. Within the age the place hybrid and distant work is inspired, dialog round actuality TV has moved from the water cooler to dwell, actual time conversations on Twitter. Based mostly on inner information, conversations are inclined to spike between Monday, Tuesday and Friday, with 81% of conversations about actuality TV in Australia happening after 6pm, when reveals are usually aired.

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Whereas there’s a large array of actuality TV reveals to select from, the extra outstanding reveals in Australia embrace, Married at First Sight (MAFS, AU), MasterChef Australia, Survivor Australia, The Bachelor (AU), and I’m A Superstar Get Me Out Of Right here (AU). These reveals account for 67% of the fact TV conversations on Twitter Australia, and other people can’t get sufficient.

As this style reaches a variety of audiences, no matter gender, race or sexuality, conversations about actuality TV are extra numerous. A few of the prime contributors to those conversations embrace @oshergunsberg, @ShannonGaitz, @kevinperry, @VIPVirtualSols, @GidgitVonLaRue and @SteveMolk.

A Mirror to Society

Though actuality TV is commonly seen as an escape, it’s a style that brings ahead mandatory, and thought-provoking conversations. Many are utilizing Twitter as a platform so as to add their voice to those conversations.

For instance, actuality TV showcases patterns in interpersonal behaviour that viewers might really feel strongly about. As a nation, now we have been vocal about illustration, and the significance of seeing range included in our TV screens. There have been rising requires range in casting and nuanced illustration of the queer group. In 2021, Twitter has seen virtually a ten% enhance in conversations in regards to the want of getting illustration and variety on TV.

Supply: Twitter Inside Information, Australia January 2020 – March 2022, Retrieved Mar 2022

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Viewers are enthusiastic about having their calls heard. This was most just lately seen in The Bachelorette (2021) when Brooke Blurton grew to become the primary queer, and Indigenous lead. Let’s not neglect the celebration of queer and indigenous contestants in MasterChef Australia.

When Byron Baes was first launched, considerations across the rising price of dwelling had been delivered to consideration. Controversy across the collection celebrating influencers and indulgence, whereas being filmed in Byron, which is going through huge inequality. Whereas it didn’t cease manufacturing, the corporate needed to relook on the focus of the present.

Making Your Mark as a Model

Simply as actuality TV speaks so dearly to folks, dialog about manufacturers on actuality TV comes naturally if the promoting is smart within the context of this system.

Aussies respect delicate and well-integrated promoting. We’ve seen a variety of manufacturers similar to Coles and Woolworths generate robust conversations by leaning into actuality TV as a cultural second. Their adverts interact with customers straight on matters that they really feel are most essential.

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Seize The Distant & Keep Related

Whereas actuality TV is reassuring after an extended day, it’s low-stakes, (considerably) predictable, and pleasant. The connection you construct with different actuality TV fans on Twitter makes the expertise extra pleasant. What higher strategy to wind down the day; seize that distant, and keep linked on Twitter, the digital lounge room.

Supply:

1 Supply: Twitter Insiders, TV Viewing Behaviors, International March – July 2020
2 Supply: Twitter Inside Information, Australia January 2022 – March 2022, Retrieved Mar 2022

3 Supply: Twitter Inside Information, Australia January 2020 – March 2022, Retrieved Mar 2022

4 Supply: Twitter Inside Information, Australia January 2020 – March 2022, Retrieved Mar 2022