Best Use of Social Media: The Voice

The Voice hits all the right notes, but what's happening on social really sets The Voice apart. The show is built from the ground up to have the most consequential, entertaining social experience on television. Fans expect nothing less from the show that pioneered Social TV.

 

With that legacy in mind, each season we ask how we can make that Social TV experience even more meaningful with these goals:

  • EXTEND STORYTELLING: Carefully coordinate with Coaches and Contestants to share their authentic experiences on social and to integrate that experience on-air as part of the broadcast
  • ENGAGE AUDIENCES:  Meaningfully connect with The Voice community through original content, talent activations, and high impact social campaigns.
  • CREATE URGENCY: Make each episode an event with live social activations tied directly to the on-air show.
 

The Voice met these goals and more, with millions of fans engaging with our content and regularly setting records across    
social platforms. 

 
 
 
 
 

The following features – representing just some of this year’s high profile activations – demonstrate how The Voice integrates Social more deeply than any show on television.

 

Connection

The Voice Instant Save: The most successful Social TV integration of all time, encouraging fans to send millions of tweets each season. Each week fans vote via tweets for the artists they want to save from elimination and results are shown on-air in real time.

Skybox:  The Voice’s dedicated on-air segment to showcase social, used for social calls to action, sharing UGC content, showcasing backstage Vines, discussing Twitter conversations between talent, and more.

Personalized Content For Fans: Throughout the season we took moments and found ways to interact with fans on a one-to-one. Here are some of our favorites:

  • #ChairMeUp: Fans tweeted using #ChairMeUp and then received a graphic with their name on the back of the a Voice chair. 
     
  • #VoiceHiNote: Personalized social graphics of Adam Levine holding a sign that we then inserted a greeting and the first name of the fan(s) who tweeted using #VoiceHiNote.
     
  • #VoiceRIHsponse: Fans were prompted to ask The Voice official Twitter account questions or ask for advice and they would then receive a reply with a GIF of Rihanna that was best suited to their tweet.
  • Relatable Posts: Used the humor from the show dialogue between the coaches to create a series of “relatable” posts that fans engaged during the broadcasts on Twitter, Instagram and Vine. It was very common to find most of our Vines trending throughout the night and into the next day.
     
  • VoiceRIHmoji: To celebrate the release of the new emojis and Rihanna’s upcoming appearance on The Voice, we asked fans to tweet using new emojis and the hashtag #VoiceRIHmoji to express their excitement
     
  • #VoiceYourOMG: To launch the premiere episode of Season 9 fans were asked fans to submit photos and videos of their OMG face when they heard the newest voices hitting the stage for the first time. 
                                    #ChairMeUp

                                    #ChairMeUp

                             #VoiceRIHsponse

                             #VoiceRIHsponse

 
 
 

COLLABORATION

Influencers: We work with a wide range of creators and influencers, each adding their unique voice to the conversation.

  • KC James: Created original Vines from each Voice Tailgate, shared with his 4.5M followers and from our handles.
  • Gnumblr, Jasmine Safaeian, Jonny Wan: Tumblr Creatrs embedded in the show who created original GIFs for their Tumblrs and GIF graphics integrated into on-air.
  • And more: We regularly invite influencer fans to set and Tailgate, such as Amy Marie Gaertner (5M followers), Jessi Smiles (4.2M), Megan McCarthy (3M), and Scotty Sire (2.6M).

Social & Messaging Platforms: We partner with all of the major social platforms to offer experiences unique to The Voice, but here are a few special highlights:

  • Facebook | Live Backstage Video: First ever partnership with a TV show to create and publish live, BTS content.
     
  • Bitmoji: Custom Voice emoji stickers on one of the most popular keyboard apps, a first for a broadcast show.
     
  • Twitter | Instant Save: The most successful Social TV integration of all time, created and managed via a partnership with Twitter and Telescope. 
     
  • Snapchat: Integrated our artists’ snaps while they watch themselves on the show into Our Story, a unique feat of both content and engineering requiring specialized development.
     
  • Instagram | Zero Gravity Room: Installation with Instagram of a room backstage built on its side to produce mind-boggling, buzzy photos.
     
  • Riffsy GIF Keyboard: Custom Voice reaction GIFs published in a Voice folder, a first TV partnership for the keyboard app giant.
     
  • Tumblr | Fan Art on Broadcast: Integrated GIF art from fan submissions and Tumblr influencers into a performance by Team Pharrell.
     
  • Periscope: Live broadcasts from Tailgate and backstage, including viewing parties with artists during taped episodes.
     
  • Vine: Original comedy content produced with Vine and influencers.

                             Custom Voice Bitmoji

                             Custom Voice Bitmoji

                      Instagram Zero Gravity Room

                      Instagram Zero Gravity Room

 
 

CONTENt

  • Season 9 - #BehindTheVoice: A full social experience that brings fans behind the scenes every step of the artists’ journey all season with intimate photography, videos, GIFs and pre-show events. This included The Voice Green Room, an evolved #VoiceTailgate, Green Room is a pre-show extension of #BehindTheVoice that brings artists, Coaches, celebrity fans, and influencers into a space that had them jumping into photo booths, taking photos with each other and more.
  • Season 8 - Voice Tailgate: The only native-social preshow for a TV show, with original content unfolding exclusively on social platforms. Voice Coaches, artists, influencers, celebrity fans of the show (Gwyneth Paltrow, Terrell Owens, JK Simmons, etc.), and press (Refinery 29, Today Show, etc.) mingled backstage and shared the experience directly on their handles and The Voice’s accounts.
  • Veterans Day: Partnered with The Office Of The First Lady to post a special Veterans Day video message from Michelle Obama.
  • #VoiceYourFreedom: Worked with Pharrell to activate across our social media during his live performance of “Freedom” on The Voice. His performance was both sung and performed in sign language. The official Voice handle and the artists on the show posted videos of them signing the word for freedom and encouraged fans to also do the sign and explain what freedom meant to them in their communities.
  • #RaiseYourVoice: one of our pro-social campaigns, had fans share stories of people with “unique voices” doing good in their communities.  We spotlighted selected stories on-air, with engagement from official handles and talent on social.
  • #PetsWatchingTheVoice: We were already seeing fans post photos of their pets, so naturally we asked them to capture their furry and feathered friends watching The Voice. It naturally began trending on Twitter. 
     
  • Pick a Chair: Custom art tied into that famous dress, asking the audience, “What do you see, a black & blue chair or a white & gold chair?”

                             #BehindTheVoice

                             #BehindTheVoice

              Michelle Obama / Veterans Day

                          #VoiceYourFreedom

                          #VoiceYourFreedom

                          #PetsWatchingTheVoice

                          #PetsWatchingTheVoice

 

Results

  • TWITTER:
    • The most tweeted series of 2015 on Twitter! (Source: Nielsen, ranked on unique authors/tweets)
    • The Voice on 12/8/15 is the most social reality series episode of 2015 (Source: Nielsen, ranked on unique authors/tweets
    • 282,900 people sent 1.4 million Tweets about The Voice on 12/8/15 and 2.3 million people saw those Tweets a total of 15.7 million times.
    • The Voice episode on 12/8/15 garnered the most tweeted series minute of 2015 with 216,587 Tweets at 8:53 pm ET after people were tweeting their votes.
    • We beat ourselves for the top tweeted minute. Previously, it was The Voice on 4/28/15 at 8:57 pm ET with 182,000 Tweets.
    • Most followed TV entertainment series on cable and broadcast (Listen First)
  • FACEBOOK:
    • Most likes of any reality series on broadcast and cable
  • YOUTUBE:
    • Most subscribers of any reality series on broadcast and cable
  • VINE:
    • Most followers of any reality series on broadcast