A number of new studies have documented how more and more Brazilians are engaging in Social TV, watching TV while online and using social media to discuss shows and interact. One study from Google Brasil indicated that as many as 30 million Brazilians are using 3 screens at once—TV, smartphone and laptop/tablet—every day.
Recently eCGlobal Solutions and eCMetrics conducted an in-depth study of more than 2,000 Brazilians to understand how they use Social TV. Based on these results, here are 6 ways that professionals in media, marketing and advertising can engage Social TV users in Brazil.
#1 Sync Social Spots with TV Habits
Overall, 86% of Brazilians say they like to comment on what they’re watching on TV. And increasingly they are doing it on social media: 53% of Brazilians aged 18-24 use social media to comment on programs while watching TV. While it may be expected that younger Brazilians would tend to do this more, eCGlobal’s study shows that significant amounts of Brazilians in other age groups engage in social media commentary while watching TV: 49% of those aged 25-35, 49% of those aged 36-45 and 45% of those aged 45-60.
These numbers suggest that advertisers can try sponsored posts related to popular Brazilian TV shows while the shows air, for example, and reach people commenting about the shows. Another option would be coordinating TV spots and social spots that run at the same time so as to increase engagement to drive consumers to action.
#2 Reality Shows Offer the Most Engagement
While reality shows were not among the types of shows most favored by Brazilian Internet users, they do produce the most engagement. In other words, Brazilian Internet users pay the most attention to social media comments about reality shows. In fact, 94% of them engage with social media comments about reality shows. The other types of shows that produce high social media engagement with Brazilian Internet users are game shows (92%), variety shows with audience participation, known as auditórios (91%), shows geared towards women (91%), shows about fashion (91%), soap operas (89%), kids shows (89%), comedy shows (89%) and cooking shows (89%).
Clearly, this suggests brands that invest in TV advertising for these types of shows need to explore native advertising related to the show like sponsored posts or other options to take advantage of this engagement.
#3 Explore the Potential of Shazam
Shazam is a popular app that allows users to point their smartphones at their TV screens and get information about shows and other content. When eCGlobal asked Brazilian Internet users which activities they do on their second screen while watching TV, the two most popular activities were going on social media and getting information about shows. Since Shazam integrates advertising opportunities with the program information it serves up, it could offer advertisers a way to take advantage of this consumer behavior. Also important to note is that searching for products advertised on TV shows the third most popular activity for Brazilians who use the second screen while watching TV, further supporting the value of ad solutions like Shazam. Finally, the study found that more than 70% of Brazilian Internet users want easier access to information about products advertised on TV shows, yet another advantage of Shazam.
#4 Explore the Options on Facebook
According to the study results, 93% of Brazilian Internet users who comment about TV shows on social media do so on Facebook. Only 28% use Twitter and even fewer (11%) use Google Plus. For those looking to experiment with in-app ads, it’s interesting to note that 8% of Brazilian Internet users comment on shows using Whatsapp.
#5 Hashtags May Help—Somewhat
The study indicates that 62% of Brazilian Internet users who comment on TV shows via Twitter use hashtags, compared to just 32% of those who use Facebook to comment. This is probably because Facebook didn’t enable hashtags until the summer of 2013, so these numbers may change. Game shows are the most popular program type for Brazilians who comment with hashtags (52%), though viewers of reality shows and fashion shows also use them—but to a lesser degree.
#6 Segment by Device
The study results indicate that 60% of Brazilians who comment on TV shows via social media do this with a notebook. Smartphones are used by 34% and tablets by 18%.
To find out more how we can help you reach Brazilians who use Social TV via Shazam or other options, please contact us.