We will be analyzing The Voice’s use of digital media and what they have done successfully to meet the wants and needs of their target audience. What the voice has done successfully is make social media a vital part of their program. Being dubbed “social tv”, The Voice engages their audience via their ‘Instant Save’ feature, where each week fans would vote via tweet for the artists they want to save from elimination.

  The social and consumer experience was addressed through the Social TV approach since those who partook in the social engagement opportunities would also need to watch in real-time so they would be able to vote. Consumers of the content would reflect on the social element of the show and would be driven to a platform such as Twitter to partake in the next ‘Instant Save’ vote opportunity.

  Digital media followers were handled in a diverse number of ways. The Voice partnered with all the major social platforms (NBC Entertainment, 2016). Most notable of which was Twitter, where they encouraged fans to send millions of tweets during the season among promoting personalized hashtags for fans. They also handled digital media followers on Tumblr by integrating fan art and influencers into a performance by Team Pharrell. They would also and partner with Instagram to build a room on its side on to help produce mind-warping photos.

  Something that could have been done differently to make the experience more efficient would have been to collaborate with Twitter in a platform specific campaign, in a similar vain as the ‘Fans Art on Broadcast’ Tumblr campaign. The Voice heavily relies on Twitter, and having a campaign tied to Twitter where all the interactions were already happening could have taken advantage of that heavily engaged platform.

  The major social media page I looked at for The Voice now was Twitter, with over 5 million followers.

What they are doing effectively now is promoting their twenty-second season, with recent tweets highlighting popular musical guests such as Charlie Puth to help attract viewers to the show.

Ethical engagements in social media are helping since The Voice mostly posts relevant content, such as making poststo promote the ‘Instant Save’ social tv integration.

  Twitter has a mobile app, and it meets the consumers needs of The Voice by allowing them to quickly make a tweet to stay involved in the action. This happens through the ‘Insta Save’ social TV integration, as well as via the support for personalized content and showcasing conversation between talent. That is what The Voice is doing effectively now regarding digital media.

References

NBC Entertainment. (2016). FROM THE 8TH ANNUAL SHORTY AWARDS: THE VOICE. Retrieved from https://shortyawards.com/8th/the-voice-3