Social Media Success Stories – TV viewership depends on it

Fortunately for media owners, their desire for human interaction and a sense of community is equally as strong as any generation before them; the only thing that has changed is where this interaction takes place. If you want younger viewers you have to not only access, but assimilate, with their communities.

Converting Social Engagement to TV Viewership

Gen Z viewership habits pose a challenge for traditional television shows, which now need to connect with a generation that consumes content through apps, social media, and streaming platforms. A robust social media presence has proven to be a powerful tool for increasing revenue and ensuring the survival of TV shows in this environment. By leveraging platforms like Instagram, Twitter, TikTok, and YouTube, many shows have successfully driven viewership, engaged younger audiences, and boosted revenue through marketing and direct monetization.

Euphoria

A standout example of effective social media strategy is HBO’s Euphoria, which has successfully tapped into TikTok’s vibrant Gen Z community. The show’s bold visuals, intricate makeup looks, and compelling character arcs have inspired a wave of viral trends on the platform. Makeup tutorials recreating iconic looks from the show’s characters, fan-made edits of dramatic scenes, and soundtrack-based challenges have proliferated on TikTok, keeping Euphoria consistently relevant between seasons. The show’s official TikTok account actively engages with users by sharing exclusive content, reposting fan creations, and starting trends that align with its themes. This level of interaction fosters a strong sense of community among fans and ensures the show remains a cultural touchstone. The heightened engagement has directly translated into higher viewership numbers, driving subscription revenue for HBO Max, while also increasing demand for Euphoria-inspired merchandise, partnerships, and experiential marketing campaigns.

The Mandalorian

YouTube has also been a critical tool for boosting the success of TV shows, as seen with The Mandalorian, a Disney+ original. The show’s marketing team has utilized YouTube to cultivate excitement and sustain fan engagement. The official Star Wars YouTube channel features high-quality trailers, cast interviews, and behind-the-scenes documentaries that delve into the making of the show. One unique strategy involves spotlighting the technical innovations used in production, such as the groundbreaking virtual sets created with LED walls, which attracted industry enthusiasts and casual fans alike. Additionally, the viral popularity of “Baby Yoda” (Grogu) inspired countless fan-made reaction videos, analysis of his story arc, and humorous content that spread across YouTube. These videos have contributed to a surge in subscriptions to Disney+ while driving substantial revenue through merchandise sales, such as toys, apparel, and collectibles. By creating a comprehensive YouTube presence that appeals to both hardcore fans and a broader audience, The Mandalorian has established itself as a pop culture phenomenon and a financial success.

Social media bridges the gap between traditional TV and the digital habits of younger generations, providing an avenue for shows to remain competitive in a fragmented media landscape. By investing in engaging content tailored to platforms like YouTube, TikTok, and Instagram, TV shows can capture the attention of Gen Z and millennials, boosting viewership and generating significant revenue streams. The examples of Euphoria and The Mandalorian demonstrate that a strong social media presence is not just a marketing tool—it’s a vital strategy for driving the long-term success of television programming in the streaming age.