Standing true to the adage that any publicity is good publicity, Bigg Boss has managed to outshine the performance of Kaun Banega Crorepati (KBC) across social media platforms.
According to a research conducted by MindShift Metrics, MindShift Interactive’s digital arm, Big Boss stood out as compared to other reality shows when it came to online conversations. It garnered 29,068 mentions in the first week, with KBC following with 14975 mentions.
The show recorded almost 100 per cent more conversations than KBC; however, they comprised both, positive and negative comments. At the same time, conversations for KBC were mostly positive.
Both, KBC and Bigg Boss have the benefit of celebrity hosts and strong digital campaigns. The platforms targeted are also similar, except for a few changes in the per cent spends on each platform. Major chunk of online conversation tracked by the research was on Twitter, Facebook, and via video and image sharing. News and forums were the least used platforms for online conversations.
Success of a digital campaign depends on a number of metrics and elements. There are various factors of the show that influence the performance of a digital initiative.
KBC had a strong social media campaign on the lines of its TVC ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’. Its Twitter account ran a contest with #GyaanKBC to promote the campaign and garnered 235 tweets on the hashtag. Also, the show ranked second on Facebook and first in terms of Twitter followers.
However, Bigg Boss’ USP lies in the format of the show. The show’s format managed to create buzz across social platforms, largely due to the heated conversations, the ‘entertainment’, that Bigg Boss offers.
Bigg Boss had the highest number of negative mentions.
For any digital campaign, influencers, sentiments and fan engagement are important to generate RoI. However, physical elements of the property being promoted have a profound impact on the success of a campaign.
But the crux of the matter is whether digital campaigns or online conversations have really positively affected the TRPs of these shows. This is one game that we need to wait and watch…we will only know when TV viewership numbers are once again available.