Did you know that a whopping 86% buyers are willing to pay extra for a superior customer experience? That just tells ou how important customer engagement is a marketer’s life.
The world of business has been greatly affected by the rise of smart technology, transforming the way companies interact with their customers. They have been implemented for the betterment.
While traditional methods of customer engagement still hold value, digital transformation has introduced innovative ways for businesses to engage with their customers, resulting in a more positive impact on business outcomes.
Did you know that companies that focus on creating a great customer experience tend to see higher revenue, typically 4-8% higher than others in their industry? It shows that putting the customer first can pay off in more ways than one!
Today’s customers expect fast and responsive service, consistent messaging, and a personalized approach.
The media and entertainment industry is known for its constantly changing landscape and fierce competition, making it one of the world’s most dynamic and challenging industries. Brands are constantly vying for their customers’ attention, and the emergence of digital platforms has intensified this competition.
With the rapid growth of technology and the shift towards digital, customer engagement has become more important than ever in the media and entertainment industry. Businesses are constantly seeking fresh and inventive methods to grab the interest of their customers and maintain their engagement.
One effective way is interacting via campaigns. You can thrive in today’s competitive landscape by creating effective customer engagement campaigns that align with your customer’s needs and preferences.
In this blog, we will discuss five essential campaigns that every brand in the media and entertainment industry must run to improve customer engagement.
Social media campaigns
Social media is an incredibly powerful tool that allows brands to connect with their customers in a meaningful way. You can build a following and engage with your audience by creating visually appealing posts, sharing behind-the-scenes content, and running contests to encourage interaction.
HBO used social media to connect with fans and build excitement around their hit series Game of Thrones. They created visually stunning promotional content and shared exclusive behind-the-scenes glimpses that made fans feel like they were part of the action.
HBO also encouraged fans to share their fan art and theories using the hashtag #ForTheThrone, which helped to foster a sense of community among fans. By engaging with its audience in a fun and creative way, HBO was able to generate buzz and create a loyal fan base.
Encourage user-generated content
Customers sharing their experiences with your brand can build brand loyalty and increase engagement. You can utilize various tactics such as running contests, creating unique hashtags, and offering incentives.
The video-sharing app TikTok has become a hub for user-generated content, with users creating short videos set to music and sharing them on the app. Universal Pictures partnered with popular TikTok creators to promote upcoming movies like the Jurassic World: Dominion movie.
Podcasts
There are currently a whopping 464.7 million podcast listeners all around the world. The best part is, that number is only going to keep growing.
In fact, experts predict that by 2024, there will be around 504.9 million podcast listeners globally. So, there won’t be a better time to jump on the bandwagon.
Podcasts allow you to demonstrate your expertise in your industry and provide a more personal and intimate way to engage with your customers. By producing a series of podcasts on topics that are relevant to your customers, you can demonstrate your thought leadership and provide value to your audience.
These podcasts are simple to share on your website and social media channels, making reaching and engaging your target audience even easier.
So, why not give podcasts a shot and see how they can help you elevate your customer engagement?
NPR’s How I Built This podcast shares the stories of successful entrepreneurs and how they built their businesses. The podcast showcases NPR’s expertise in storytelling and provides listeners with valuable insights and advice on building a successful business.
Live streaming sessions
Live streaming sessions are an excellent approach to communicating with customers in real-time. You can also host Q&A sessions or share behind-the-scenes videos. This builds enthusiasm and anticipation in your audience.
Music festivals such as Coachella have started live streaming their events on platforms such as YouTube, allowing fans who are unable to attend the festival in person to still enjoy the performances and feel like they are part of the event.
Another example is the Vikatan Group. Although regional, it has always been ahead of the curve when it comes to entertaining and enlightening its audience, and live streaming is no exception. With its diverse range of content, the group has successfully incorporated live-streaming sessions into its YouTube channel to create a more authentic and engaging experience for its viewers.
Download Impact Story – Get Inspired By How Vikatan, India’s leading regional media powerhouse, boosts its reader engagement using Relays
From Q&A sessions with popular celebrities to behind-the-scenes looks at the making of hit movies, Vikatan’s live-streaming sessions offer something for everyone.
These interactive sessions create a more personal connection between the media group and its audience and help build viewers’ excitement and anticipation.
With over 7 million people following its YouTube channels, the group has the potential to reach a vast audience through its live-streaming sessions, and create an even stronger bond with its viewers.
In today’s fast-paced world, where instant gratification is the norm, live streaming has become a powerful tool for businesses to engage with their audience, and Vikatan Group is leading the way in this trend.
Partner with Influencers
Collaborating with influencers can help you enhance your reach and engagement.
By collaborating with influencers to create sponsored posts, product reviews, or host giveaways, you can tap into new audiences and create a buzz around their products.
One example is the popular streaming platform, Twitch, which leverages influencers to promote its brand and engage with its audience. Twitch is a place where gaming enthusiasts can showcase their skills and engage with their followers in real-time. It’s a platform that offers a unique and immersive experience for both content creators and viewers alike.
The platform has become increasingly popular over the years, and as a result, Twitch has partnered with several gaming influencers to help promote the platform and encourage more people to join.
For example, Twitch has partnered with popular gaming influencers such as Ninja, Shroud, and DrLupo, who have millions of followers on their social media channels.
These influencers have used their platforms to promote Twitch and their Twitch channels, encouraging their followers to check out the platform and watch their live streams.
One great place to start for a similar platform is Adda52. It is India’s leading online gaming platform that offers a range of games like poker, rummy, and more. It is also an excellent example of companies that have leveraged influencer marketing to their advantage. Just make sure to choose the right influencers for your brand, set clear goals, and measure the success of your campaigns to ensure that you get the most out of this strategy.
Download Impact Story – Get Inspired By How Adda52, India’s no.1 Poker site, witnessed over 85% growth in repeat cash game players with WebEngage
Our Favourite Examples of Customer Engagement Campaigns
Marvel Studios’ WandaVision
Marvel Studios’ WandaVision was one of the most anticipated series of 2021. The show was an innovative take on the superhero genre, blending elements of classic sitcoms with Marvel’s cinematic universe. To promote the series, Marvel Studios launched a multi-faceted marketing campaign that included various elements of customer engagement.
One of the key components of the campaign was the release of several trailers and teasers, which generated a great deal of buzz on social media. The trailers played on the sitcom themes of the show, with each one parodying a different era of television. They also hinted at the series’s darker, more sinister elements, which helped build excitement and anticipation for the show’s release.
In addition to the trailers, Marvel Studios also launched a series of social media campaigns to engage with fans. For example, they created a TikTok challenge where users were encouraged to share their takes on the WandaVision theme song. They also launched a series of Twitter Q&A sessions with the show’s cast and crew, which allowed fans to interact with the people behind the series and ask questions about the show.
Finally, Marvel Studios launched a unique and immersive online experience for fans called ‘The WandaVision Experience‘. This interactive website allowed users to explore the world of the show and unlock exclusive content. The site featured a series of puzzles and challenges that users had to solve to progress, and also included interactive elements like mini-games and quizzes. The WandaVision Experience was a highly successful campaign, with many fans praising its unique and engaging approach to promoting the show.
Overall, Marvel Studios’ marketing campaign for WandaVision was a highly successful example of customer engagement in the media and entertainment industry. By combining a mix of traditional marketing elements like trailers with innovative social media campaigns and immersive online experiences, Marvel Studios was able to build a highly engaged and excited fanbase for the show.
Netflix
When it comes to keeping customers engaged, tech giant Netflix is a prime example of how to stay ahead of the game. From DVDs to streaming, they have continuously adapted to changing customer needs.
But perhaps their most innovative move has been becoming a producer in their own right. By using A/B testing and audience analytics, they create shows that resonate with viewers and keep them loyal.
What makes Netflix stand out is its focus on personalizing the customer experience. Their algorithms and analytics allow them to offer a unique service to each viewer.
This level of personalization keeps customers engaged and coming back for more. And it’s not just about the content. Netflix also uses data to make recommendations based on what customers have previously watched, making it easier to find new shows that they will enjoy.
The key takeaway from Netflix’s customer engagement strategy is to look beyond what customers want and focus on their behaviors and preferences. By analyzing current habits and trends, you can evolve your product or service and better market it to your audience.
Netflix’s success proves that constantly innovating and personalizing the customer experience can create a loyal following and stay ahead of the competition.
Spotify
Spotify Wrapped is an annual event that’s eagerly awaited by music lovers worldwide. It’s a campaign that delivers a personalized rundown of users’ music-listening habits, top tracks, artists, genres, and podcasts for the year, all wrapped up in a fun, interactive, and easily shareable package. Spotify Wrapped takes place in December, just in time to provide a musical summary of the year gone by.
This campaign has been a resounding success for Spotify, sparking an impressive amount of social media chatter and engagement from users.
In 2021, Spotify Wrapped was the top trending hashtag on Twitter in the United States and globally, highlighting how eager users were to share their personalized Wrapped summaries and stats.
Spotify Wrapped has created a cultural phenomenon, as fans eagerly anticipate and share their personalized summaries each year. The campaign has helped to strengthen the relationship between Spotify and its users, as it delivers a unique and personalized experience that showcases the value of the service.
In addition to the year-end summary, Spotify has extended the campaign to include other features such as quizzes and personalized playlists based on users’ Wrapped data. The campaign has even extended offline with billboards and installations around the world, engaging music fans and elevating the brand beyond the digital space.
Spotify earned a remarkable €11.72 billion in revenue in 2022, representing a significant 21% increase from the previous year. This impressive growth indicates the high demand for their platform and their valuable service.
Spotify Wrapped is a great example of how customer engagement campaigns can use personalized data to create a unique and memorable experience. It has been a tremendous success for Spotify, building loyalty and keeping its user base engaged and satisfied with its service.
Conclusion
Engaging with customers is crucial for any brand that wants to thrive in the world of media and entertainment.
You need to develop unique and exciting ways to connect with your audience, whether through Instagram, podcasts, live streams, or teaming up with influencers.
It’s important to put the customer’s needs first and create campaigns that resonate with them.
Don’t hesitate to explore new strategies and campaigns for customer engagement. Take inspiration from the campaigns we’ve discussed and apply the key takeaways to your own business. With the right approach, you can turn your customers into loyal fans and take your business to new heights of success.
Doing so can foster strong relationships with your customers and achieve your business goals.
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Vanhishikha Bhargava
