Impacting a Consumer Through Digital Media

📱 Impacting a Consumer Through Digital Media📱

By Chloe Croteau

Being able to impact a consumer though digital media isn't always the easiest thing to do, but it is vital now a days. Have you ever wondered how the show, "The Voice" does this? Keep reading to have some of your questions answered.

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1. What was done successfully to meet the wants and needs of the target audience?

The target audience for this show are men and women aged 18-34. The way this show met the wants and needs for this group are by creating constant content, creating a sense of urgency at the end of the episodes so they want to watch the next one, and ensuring that the contestants are active on social media. "The Z Gen want to be entertained in whichever media they flow to at the time." (Edwards, 2019). The voice found fun ways to feel entertain the audience on social media  For example, a social experience called #BehindTheVoice. This is a behind the scenes of what each contestant is doing before, during, and after the show. This way, fans see much more than what is aired on T.V., for many more hours of the day. 

2.How was the social and consumer experience addressed? Was this done successfully? Explain.

 The social and consumer experience was addressed by posting as much content relating to the show as possible. "Millennials use three screens on average, Gen Zers use five: a smartphone, TV, laptop, desktop, and iPod/iPad." (Glum, 15). Since the target audience is on some sort of screen almost all hours of the day, posting content is a necessity for the social and consumer experience. A popular way this was done was using Snapchat, a frequently used app for the target age group. "Snapchat: Integrated our artists' snaps while they watch themselves on the show into Our Story, a unique feat of both content and engineering requiring specialized development."(Shorty Awards). The Voice also made sure to partner with other popular social media apps to reach as much of their demographic as well, like Instagram, Twitter and Facebook. I believe this was done very successfully because "282,900 people sent 1.4 million Tweets about The Voice on 12/8/15 and 2.3 million people saw those Tweets a total of 15.7 million times." (Shorty Awards). I would say those are pretty successful numbers. 

3.How were the digital media followers handled?

I believe that social media followers were handled professionally, as well as interactively. The Voice made sure their followers on each social media page felt included in the process of the show, as well as before and after. The way the followers were handled was successful, just take a look at the results:

• Facebook: Most likes of any reality series on broadcast and cable
• YouTube: Most subscribers of any reality series on broadcast and cable
• Vine: Most followers of any reality series on broadcast
• The most tweeted series of 2015 on Twitter! (Source: Nielsen, ranked on unique authors/tweets) 

(Shorty Awards) 

4. Is there something that could have been done differently to make that experience more efficient?

I think The Voice did a great job overall with impacting consumers through digital media. They were active and successful on many platforms, as well as finding fun ways to interact with fans. If were to critique something they could have done differently to make the experience more effective, I would say holding contests to make the fans feel even more connected with the show. By holding a contest, say for a chance to see the show live, I feel they would gain even more digital media traction. 

Twitter

The Voice

Helllloooo Voice fans! Have you dreamt about seeing our show live? Well now is your chance! Share this post, along with who you are rooting for,  for a chance to win this experience!

Good luck, contest ends in one week!