Séries TV et réseaux sociaux : duel de choc !

Séries TV

Les séries TV US ont le vent en poupe depuis quelques années, et on peut vous prouver aujourd’hui que les réseaux sociaux y en sont fortement pour quelque chose. Communément appelée la Social TV : le prolongement de nos programmes TV préférés sur les réseaux sociaux, est de fait un rituel ancré dans les habitudes des sériephiles et des TV Show addicts.

Les chiffres en sont la preuve : selon une étude d’Omnicom Media Group, le nombre de tweets en 2013 liés aux séries TV auraient bondi de 164%. Facebook vient en tête du nombre d’interactions des internautes avec 74%, suivi de Twitter (18%), et Google Plus (17%).
Une tendance qui va de paire avec le Web 3.0 : la multiplication des écrans. Aujourd’hui on ne regarde pas un programme TV sans être accompagné de son SmartPhone ou de sa tablette ou alors les 2..!

Facebook, Twitter… à chacun son objectif et sa cible

Ce phénomène, plus que marquant aujourd’hui, est synonyme d’opportunités pour les acteurs de la Social TV, et de divertissement et source d’informations pour les internautes.

Opportunités car les réseaux sociaux représentent un excellent tremplin pour promouvoir sa série. Facebook est le réseau social utilisé pour faire le teasing, Twitter lors de la diffusion en live et pour recueillir les avis des twittos. L’avantage de Twitter est son instantanéité et son pouvoir de capter l’attention des internautes en envoyant un nombre prédéfini de tweets dans un labs de temps afin de faire monter l’excitation des fans. L’exemple ci-dessous parle de lui-même :

A l’occasion du Finale de la saison 4 de Games of Thrones, série qui a connu et connait le plus gros buzz de tous les temps, pas moins de 10 tweets ont été publiés le jour même pour en faire le teasing et un compte à rebours a été lancé sur Twitter 6 heures avant sa diffusion sur les écrans US. L’excitation était à son comble !

Une fois l’euphorie passée, le rôle de Facebook et Google + est de garder cette communauté active avec des informations ponctuelles, comme on le voit ci-dessous avec la tant attendue saison 5 de The Walking Dead ; leur page Facebook jouissant d’une communauté forte de 29 millions de fans :

Post Facebook Walking Dead

© Facebook The Walking Dead

Certains diffuseurs utilisent des ambassadeurs de très haut niveau afin de susciter de l’intérêt sur les réseaux sociaux et montrer le prestige de la série :

et d’autres jouissent d’une notoriété gagnée tout naturellement…

Et nous, qu’est-ce qu’on y gagne ?

Source d’informations, divertissement pour les fans : les réseaux sociaux permettent le prolongement de la série TV et de combler ce manque que certains peuvent ressentir. Ils permettent également de créer un « cocon familial », comme la série US de la Maison Blanche : Scandal, qui nomme ses fans les « Gladiators », une manière de sensibiliser sa communauté et montrer qu’ils font partie de la famille.
Même après la disparition de certaines séries, elles continuent de vivre à travers les réseaux, un moyen d’alimenter et conserver la communauté de fans. Friends, 10 ans après la fin de la série, les 6 meilleurs amis new-yorkais sont toujours actifs sur Facebook et organisent des opérations à fréquence régulière pour le plus grand bonheur des fans :

Post Facebook Friends

© Facebook FRIENDS

Instagram, gare aux spoils !

Le réseau social initialement dédié aux photos inspirationnelles est devenu le réseau préféré des acteurs de séries TV et ces derniers ne cessent de partager les scènes secrètes de tournages ou certains indices dévoilants des scènes des prochaines saisons ou épisodes.
Pretty Little Liars, la série girly & teenage où 5 amies tentent désespérément de percer le mystère de la disparition de leur amie Alison, est devenue un véritable phénomène sur les réseaux notamment sur Instagram où leur communauté de fans est très importante. A l’occasion du 100ème épisode de la série un post Teasing révèle un moment clé de l’épisode :

Post PLL Instagram

© Instagram PLL

Face à tout autres programmes de divertissement télévisés, sportifs ou autres, les séries TV sont en tête niveau nombre d’interactions et succès sur la toile. Netflix est en partie responsable de cet engouement autour des séries TV et réseaux sociaux avec la volonté des diffuseurs de toucher un plus large public (mobile).

Le vice président de Facebook, Dan Rose aurait déclaré : « les réseaux sociaux sont devenus la nouvelle machine à café ». En effet, comme devant une machine à café ça potine des derniers ragots, et souvent nous ne sommes pas à l’abri du spoil : un tweet égaré, un post mis en avant sur notre newsfeed Facebook, photos instagram dévoilants les événements de l’épisode suivant. Oui car les diffuseurs prennent seulement en compte la diffusion US, une raison supplémentaire qui pousse au téléchargement illégal.. Entre ça ou le spoil, le choix est vite fait ;-)

Souvenez-vous la réaction de Jennifer Lawrence lorsqu’on lui révéla la fin de la saison 3 de Homeland, vous n’aimeriez pas que ça vous arrive… :

Cet article vous a plu ? Si les réseaux vous ont permis de découvrir votre série préférée, faites-le nous savoir !

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