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Showtime uses Homeland's Facebook momentum to build excitement for series 2
Showtime’s Homeland Facebook page highlights the benefits of engaging online communities between content or product releases, to help maintain social media momentum.
US TV channel Showtime have used Facebook to bring together fans of spy drama Homeland, with the shows official page generating over 375,000 likes. Although the show’s second series does not air until September, the page’s community manager has continued to post regular and diverse content on the show’s page, including videos, images, games, polls and news stories. This has helped to generate significant excitement for the show's second season on the page.
WaveMetrix have previously highlighted the way NBC effectively built early excitement around new show Ready For Love, by starting their Facebook campaign months before the show’s launch. In the case of Homeland, Showtime have successfully continued to engage their existing fan base between seasons, by posting interesting content on a regular basis. Furthermore, almost all responses on the show’s page express positive intent to view the new season. This suggests that brands can continue to build on momentum built up by previous products/shows by providing Facebook fans with interesting and engaging content, even when new material is not imminent.
Responses on the show’s Facebook page show strong intent to view the second season:
- Regular and interesting posts help maintain excitement around the show: Almost 50% of responses to posts on the page show definite intent, with fans saying they “can’t wait” for the new series
- Intent is driven by fans having “withdrawal symptoms” from the show: They say they are “crazy” about the series, with some citing “amazing” stars Claire Danes and Damien Lewis as the key draws
Visual stimuli tend to create most engagement:
- Video and image content generate the highest average response rate: Although responses to all the content on the page tends to be highly positive, visual posts garner the most comments