Millennials are causing a massive shift in the cable television industry. This age group is moving away from traditional cable television and cutting the cord to go to Netflix, Hulu or other streaming services in droves.
The shift in the way that people watch television is leading to hundreds of thousands of subscribers cancelling their cable television subscriptions every quarter.
But social media has proven to be a helpful tool in an attempt to bring millennials back to cable television. Social media’s influence in the millennial age group’s life is huge, and a few key tactics we’re seeing on social media to bring this age group back to cable television include:
1. Video is Essential
Video continues to be the most engaging form of content posted on social media. People no longer want to read text to be able to find out information. When video is involved, it allows cable companies to promote their offers faster and more effectively.
During the presidential debates in 2016, we saw just as many people watching debates on YouTube as we did on television.
Utilizing social media to promote deals, new shows and offerings is a great way to pique the interests of consumers.
2. Promoting New Packages and Offers for Better Retention
In 2018, 78% of households still had cable television or satellite television. And at this time, 69% of homes were subscribed to a streaming service, too. Social media is how many of the streaming services are able to attract consumers, but cable companies are fighting back with packages and offers of their own.
There’s always room for cable if the company offers a better deal than a streaming service.
Spectrum is promoting their Gold Package which offers 200+ channels on top of several premium channels, including:
- NFL Network
Combining several offers into packages, such as television and Internet into one offer for a lower price means that for just slightly more than an Internet package, people are being locked into cable and television packages. Social media advertising is being used to alert consumers of better deals that may keep them subscribed to the cable company’s services.
3. Offer Exclusive Content to Millennials
Social media can attract the right audience when the right form of content is created. Exclusive content is being promoted on social media to help bring millennials back to cable companies. This content may include exclusive articles that appeal best to the millennial audience.
The content can also be special deals, online teasers for popular shows or anything else that may bring subscribers back.
Visual stories are also a great option. Instagram is key for visual storytelling, and it can help generate sales. Millennials may be hard to promote to, but the age group prefers to see how a product or service will benefit them most.
Through visual storytelling, it’s possible for cable companies to be able to show all of the benefits that a subscription offers, such as premium channels, streaming to multiple devices, apps and other key features that may appeal to the audience.