Reaching Millennials with Counterprogramming
American political satire show The Daily Show helped its liberal audiences through the final US presidential debate by dedicating its Facebook Live channel to a Zen garden, giving any viewer access to a moment of peace whenever they needed it. The 90-minute counterprogramming option gathered over two million views.
Live audiences are young and highly engaged. According to Facebook, average viewing time on live video is three times larger than that of pre-recorded content, and millennials make up 75% of users on Twitter's live-streaming service Periscope (Global Web Index, 2016), where 110 years of live video are watched every day (Periscope, 2016).
It follows that live video is an obvious distribution move for media brands like Walt Disney Studios, ABC's Dancing with the Stars and Fusion, who are expanding their offerings with Twitter's Periscope Producer tools. In addition, it enables any brand to be a part of a cultural moment on their own terms. Earlier this year, US website provider Squarespace got into the Super Bowl advertising game without official affiliation with the National Football League by live-streaming more than three hours of counterprogramming during the event (see our round-up of 2016 Super Bowl advertising).
Audiences are increasingly fragmented, but with an arsenal of globally accessible live channels that provide different perspectives on a central cultural moment, consumer targeting options are limitless.
For more on live-streaming opportunities, see Live-Streaming Strategies, Five New Social Media Marketing Channels and Mastering the Attention Economy: Social Media Week London 2016. To read about the importance of providing diverse perspectives, check out September's Pop Culture Round-Up.