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March 5, 2013

TV On Instagram

InstaTV[1]

At HIP GENIUS we are always looking for the latest and greatest in social TV marketing not only because it’s our jobs, but because it’s our LIFE! We are TV obsessed and knowing everything and anything about our favorite shows is one of the benefits of the job.  So recently we wanted to take a look at what some of our favorite shows are doing on one of our favorite social platforms, Instagram.

Surprisingly it’s kind of tough to find series specific accounts. Aside from a token few, most accounts are network specific or talent from the shows includes photos from the set with branded hashtags. We also noticed that talk shows seem to be latching onto this platform more than scripted series.

With that in mind, take a look at some of the best Instagram’s of television and what they’re doing well and what they could be doing better. Tell us in the comments if we missed any, we’d love to follow more!

Screen shot 2013-03-01 at 4.02.26 PM

http://instagram.com/walkingdead_amc

By the Numbers:

  • 222k Followers
  • Following 9
  • 114 photos

Pros: 

  • Some photos are shared on Facebook
  • Lots of engagement, averages 20k likes and 400 comments on each photo

Missed Opportunities

  • Doesn’t share photos to Twitter at all
  • Only some pictures are shared to their Facebook page, and their is no separate tab
  • “Dead Yourself” app lets fans turn themselves into a zombie, but they do not share any of these fan photos

 

Screen shot 2013-03-01 at 4.13.24 PM

http://instagram.com/girlshbo

By the Numbers

  • 94K Followers
  • Following 52 (cast,  show locations, HBO series, some blogs/sites, etc)
  • 286 Photos

Pros

  • Showcases fan photos
  • Awesome Instagram contests (free rent contest with Urban Outfitters)
  • Memes  and Hashtag promotions (eg #adamisms) featuring stills and show quotes to encourage engagement
  • Fun, easy content themes and Calls to Action (#shoshsays, etc) for engagement
  • Photos at red carpet events are extra engaging with “I resolve to” signs for cast – gives deeper insight into talent with limited access

Missed Opportunities

  • Does not tag locations – considering this is so NY heavy, a shame they don’t use this feature to show their connection to Brooklyn
  • Does not use enough behind the scenes imagery, etc.
  • Could follow more super fans, Brooklyn-specific companies/influencers/locations, bloggers

 

Screen shot 2013-03-01 at 4.19.23 PM

http://instagram.com/todayshow

By the Numbers:

  • 297k Followers
  • Following 236
  • 1,593 Photos

Pros:

  • Shares fan photos using on the ground signage, inviting people to share their photos using a #TodayinMiami, etc. hashtag
  • Posts behind the scenes celeb shots and pics of celebs from on-air and tags or hashtags all talent
  • Also shares very “viral” content such as adorable puppies and rainbow colored pancakes

Missed Opportunities:

  • App is not linked from Facebook/photos are not shared on Facebook wall
  • Does not Tweet Instagram photos either
  • Does not have their Instagram account featured on their website

Screen shot 2013-03-01 at 4.25.46 PM

http://instagram.com/theellenshow 

By the Numbers:

  • 1.4mm Followers
  • Following 57
  • 478 photos

Pros: 

  • Photos are shared on Facebook
  • Re-grams peoples photos who use their hashtags: example–#EllenUndiesModel http://instagram.com/p/V7VYUCtjPS/ #ImAtEllen http://instagram.com/p/UM66xRNjKb/
  • Shares lots of fan photos, random funny pics from around the internet (some are timely such as the dog with a human face pic), show pics/behind the scenes, baby/pet pics, inspirational/uplifting quotes, Ellen interacting in funny ways with friends/family/celebs etc.

Missed Opportunities: 

Screen shot 2013-03-01 at 4.53.48 PM

http://instagram.com/bravotv 

By the Numbers:

  • 117k Followers
  • Following 28
  • 404 photos

Pros: 

Missed Opportunities:

  • Photos are not shared on the Facebook wall via Instagram

Screen shot 2013-03-05 at 10.56.26 AM

http://instagram.com/jimmyfallon 

By the Numbers:

  • 552k Followers
  • Following 35
  • 119 photos

Pros: 

  • Instagram photos are shared via Twitter
  • Appears most photos are taken from Jimmy’s perspective giving fans a real inside look into his personality
  • Gets fans involved through a recurring bit called “Late Night Instagrams.” A hash tag is regularly promoted on air to submit photos with, Best photos submitted are shared on air. EX: #DIYHalloween  http://bit.ly/TY1udE

Missed Opportunities:

  • Instagram is not linked to Facebook
  • Photos are not shared on the Facebook wall via Instagram
  • “Late Night Instagrams” are not shared from the Late Night profile. Best submissions should be featured to encourage more engagement with the photos.

Consensus: Overall it appears to be a lack of TV Series on Instagram.  Networks, talk shows and actors/talent seem to be the ones most commonly using this platform. This makes sense as talk shows definitely have a plethora of content to share with rotating guests each day and comedy bits that can easily translate into fun social programs. Leveraging talent from shows to share photos from the set of top series is also a great way to spread social awareness for a series. Lena Dunham and Aaron Paul are just two examples of celebrities using their star power to increase social awareness for their series. Check out a full list of TV Stars to follow on Instagram here: http://bit.ly/R8ZkDU

It also seems that there is a constant disconnect between keeping social platforms connected. Many of the above examples do not link their Instagram profiles to their Facebook pages and often choose to drive fans to their website to view photos instead of straight to their Instagram feed. This seems to be a loose end that needs tightening. We get that sometimes it is difficult to know when to draw the line in the sand when asking fans to follow you on every single platform. But if you’re going to curate images on platforms like Instagram or Pinterest, why not let people know they exist? Rather than finding these Instagram profiles through Facebook or the show’s website, we had to hope for the best with Instagram’s search on a lot of them.

What are your favorite Entertainment focused Instagram accounts? Tell us who we missed!

Aaron Paul, AMC, Bravo, Breaking Bad, Ellen, GIRLS, HBO, Instagram, Jimmy Fallon, LEna Dunham, social tv, The Walking Dead, Today Show

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