This article was originally published on the Zefr Insights blog
By Zach James
TV launched the notion that reach is king. In this new era of celebrity, there’s a new king in town: engagement. In the TV world, being able to reach the largest audience possible was the measure of success. Now, we can actually track and measure the influencers that deliver deeper connections and engage with their audience, rather than simply reach a wide audience. This is what makes today’s social driven media world so interesting.
For brands, this means re-thinking some of your traditional strategies on reach and shifting towards engagement. Zefr did an analysis comparing the reach and engagement of “traditional celebrities” with some of the today’s biggest social media influencers, and the data tells an interesting story.
Take Grace Helbig, the YouTube star whom E! recently tapped to take over its late night talk show franchise. Helbig has over 4 million followers on YouTube, Facebook, Twitter, and Instagram. That’s a lot of people, but what does that number really mean? And, when measuring her level of influence, how should those followers be compared to her ability to carry a nationwide TV audience four nights a week ? Clearly, social stars are being tapped for mainstream platforms, but success on one platform doesn’t necessarily translate to another.