How Social Media Can Turn a TV Shows into a Phenomenon

By creating viral content, leveraging fan engagement, and using innovative marketing techniques, these shows not only sustained high ratings but also became cultural touchstones.

Stranger Things: Nostalgia as a Strategy

When Netflix launched Stranger Things in 2016, it had no built-in audience. Yet, within weeks, the show became a must-watch phenomenon, largely thanks to a highly targeted social media strategy.

What They Did:

• Viral Marketing with Nostalgia: The show’s marketing team used 1980s nostalgia as a hook, creating content that resonated with audiences who grew up in that era. They released teaser trailers featuring retro graphics and classic synth music, sparking online buzz.
• Interactive Engagement: Netflix leveraged Twitter and Instagram with quizzes, interactive content, and behind-the-scenes footage.
• Influencer Collaborations: The cast participated in viral challenges, including Millie Bobby Brown’s frequent Instagram interactions that kept fans engaged between seasons.

Impact:

• Stranger Things became Netflix’s most-watched original series at the time, with over 64 million households tuning in for Season 3.
• The show generated millions in merchandise sales, from branded clothing to interactive experiences like the Stranger Things pop-up arcades.
• Netflix saw a surge in subscriptions coinciding with each season’s release, proving that social media hype directly drove platform engagement and revenue.

Game of Thrones: The Power of Real-Time Engagement

HBO’s Game of Thrones was already a hit by traditional measures, but social media helped turn it into a global obsession, dominating online conversations throughout its eight-season run.

What They Did:

• Hashtag Campaigns: HBO utilized hashtags like #ForTheThrone and #WinterIsComing to generate discussion before new seasons. Twitter and Instagram were flooded with fan theories and reactions, amplifying anticipation.
• Live Fan Interaction: During key episodes, HBO hosted live Q&A sessions and reaction videos from the cast, making viewers feel like they were part of an exclusive club.
• Meme Culture: The show leaned into its meme potential, with HBO even embracing viral jokes like “Bran the Broken” and “Arya Stark’s dagger drop.”

Impact:

• The final season broke viewership records, with over 19 million people watching the finale live across all platforms.
• HBO saw a significant boost in subscriptions, particularly around season premieres and finales.
• Licensed products, including limited-edition whisky, books, and even Game of Thrones-themed Oreos, generated millions in revenue, fueled by social media hype.

Key Takeaways for Media Owners

These cases prove that social media isn’t just a marketing tool—it’s a revenue driver.

1. Engagement is Everything: Shows that interact with fans in real-time create stronger emotional connections, keeping audiences invested between seasons.
2. Leverage Cultural Trends: Tapping into nostalgia (Stranger Things) or embracing meme culture (Game of Thrones) can make a show part of the broader pop culture conversation.
3. Think Beyond the Screen: Merchandise, live events, and digital experiences can turn online hype into direct revenue streams.

For media owners, the lesson is clear: a well-executed social media strategy can turn a TV show into a franchise, ensuring long-term profitability and audience loyalty.

Sources:
socialmediatoday.com
marketingweek.com
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