"Younger's" All-Screen Strategy Keeps Fans Engaged in the Off-Season

Clips memesamp160and games with the cast are released every few days via Younger39s social handles and the actors39 accounts amp160They39re packaged as snackable userfriendly bites meant to be shared amp160In the early days the strategy helped boost the show39s audience by 65 percent from Season 1amp160to 2amp160among viewers age 2554 amp160Back then executives felt they had a hit on their hands that wasn39t reaching its full potential amp160quotWhile there39s no data that organic social engagement leads to immediate Nielsen gains it does increase sentiment buzz catchup and advocacy in a way that is both a longterm ratings play and a shortterm earned media impression playquot says Red Fabbri Vice President Fan Engagement and Editorial at Paramount Network and TV Land amp160quotWe have social as an integral part of Younger because if it39s done right it39s an unrivaled net positive to every part of the show and our marketing amp160It builds fandom in a way nothing else canquotThe average age of Younger39s audience in Season 4amp160was 49 nearly a decade younger than TV Land39s average primetime viewer amp160quotThis is the show we used to help change the perception of TV Landquot says Ona Weber Director Social for TV Land amp160quotWhen doing that you have to actively seek that new audience and continuously engage themquotIncreasing Enthusiasm with AccessThe series has an alwayson social strategy that keeps fans invested in the lives of its cast and characters yearround amp160quotWe are programming social for 12 monthsquot says Weber amp160quotWe39re trying to create an experience to extend the life of the showquotWhen the show39s off the air Younger39s social team posts original content across all of its social platforms amp160Weber also provides the cast with content to share on their personal feeds amp160The fare tends to be quirky games with the cast such as asking them to decipher cryptic emoji phrases or whether a string of words is a sex position or an indie band amp160They also keep fans connected with the cast via content like quick questions asking the male cast members whether they wear boxers or briefs for example and inspirational messages such as interviewing Hilary Duff on motherhoodLeading up to each Younger season premiere TV Land releases a first look trailer on Facebook and YouTube amp160It captures the cast seeing each other for the first time at their table read their reactions to reading the episodeamp160and commentary from Darren Star the executive producer discussing what39s in store for the season amp160So far the Season 5 video has been viewed 270K times on Facebook and YouTubeAnother cut of the table read featuring a 360degree video announced the new season39s June 5 premiere date amp160Viewers could see the episode being read by the cast at the table and then scan over to enter the set of Josh39s apartment where a mounted TV showed the finished clip of that same scene amp160The premiere date was hidden throughout the set and table and fans were encouraged to post in the Facebook comments section where they saw it amp160Not only did fans write about the numerous places they spotted the date they also tagged friends in their comments and wrote them messagesamp160 One fan posted quotYou should watch this show so we can have a wine night when the new season premieresquot amp160Another quotThis is the show I was telling you aboutquot amp160And another quotIT39S BACK I39ll bring the wine you make the snacks and we39re having girls39 night every TuesdayquotThe video has received 160K views and nearly 10K reactions sharesamp160and comments on Facebook and YouTubeThis is precisely the result Weber and Laura Kane Vice President and Creative Director Paramount Network and TV Land want when they post quotWe like to put content out there that39s highly shareablequot says Weber amp160quotThe show is highly relatable and we lean into thatquotInteractive social content also enables Younger39s vocal fans to extend their viewing experience amp160A live hosted show Getting Younger ranamp160on Facebook after each episode last season giving fans whose top query on social media is quotWhy can39t the show be longer than 22 minutesquot the chance to have the cast and crew answer their questions amp160Getting Younger will run as a live preshow this seasonLeaning into ConnectionLeading up to Season 1 Weber and Kane kept the Younger fan profile in mind with everything they created amp160She was an affluent 40yearold urbansuburban mom amp160They knew a show that featured a 40yearold who couldn39t get hired after raising her daughter would resonate with that audience amp160Younger39s first season 3554 audience had an average income of 82400 amp160It jumped to 91500 by Season 4They searched for that demographic on Pinterest and created a social campaign with original art and quotes from the show amp160They expanded to Instagram and Facebook with themes of careers and friendship amp160With its Darren Star credit sexysoapy storylinesamp160and aspirational fashion many of the posts included phrases like This is your new Sex and the City amp160The creative marketingamp160and social teams tapped into those hooksquotWe built this audience by being very connected to fansquot says Weber amp160quotWe39re looking at what they39re sharing and how they talk about the show Then we lean into it and provide more content they can share amp160It39s a lot of girlfriends telling each other and their family members about the show via social mediaquotAdding to the Season 5amp160buzzamp160is the reallife release of Marriage Vacation a fictional novel mentioned in Season 4amp160of the showamp160by Simon ampamp Schuster The book reveals the backstory of one their favorite characters Charles Brooks including a steamy love scene on the infamous quotpage 58quot amp160The book gives fans yet another way to be a part of the characters39 lives scandal and banter includedClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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"Younger's" All-Screen Strategy Keeps Fans Engaged in the Off-Season

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