In the UK, we have this reality show called Love Island.
It’s about a bunch of people in Mallorca that have to couple up and convince the public to let them stay until the end. The last pair standing win £50,000.
It’s hugely popular. The finale was the biggest show in ITV2 history.
Everyone who’s cool watches it.
But they don’t watch intently like they would a movie at the cinemas. As with anything these days, they’re multitasking -- partly watching the show, partly scrolling through social media.
From 9PM until 10-10:30PM every night that Love Island is on, that’s the topic that dominates social media.
Everyone on my Facebook feed talks about it…
‘So-and-so is a dickhead.’
‘She’s full of shit.’
‘Aww, no way, can’t believe they’ve gone.’ *face with tears streaming emoji* *broken heart emoji*
#LoveIsland is always the number one trending hashtag on Twitter too.
Now, here's where dumb me comes along...
Me being a marketer and all that, I see all this increased social activity as a massive opportunity.
Every night there’s a huge audience on Facebook and Twitter. Prime time for some serious eyeballs on my content.
So, 9:30PM rolls around and I’m all over it like a cheap suit.
This is my chance. If I get my content out there now, loads more people are going to see it. Hey, it might even go viral. I’m even slightly giddy about it.
Boom! Done. Fresh link posted to my latest blog.
Can’t wait to see the results for this on Google Analytics...
Guess what happened?
Nothing. Not a damn thing.
All these social media users and not one of them had the decency to even click on the link.
Thank. You. Very. Much.
You know why no one clicked the link? Because they didn’t see it.
It was there, but people weren’t looking for it. They were looking for Love Island.
All this social media activity wasn’t people having a casual scroll through the feed during the ads. They were there for one reason and one reason only. And a blog post on SEO wasn’t it.
It was ridiculous to expect people to be interested in what I was putting out there.
The only chance I had of anyone seeing my content was if it was Love Island themed (like this post is. But the show’s finished now so boo-urns).
The same goes for every big television show or sporting event. While the stats tell you your audience is most active during these times, if you content isn’t related to what everyone’s talking about, it’s not going to pull in the big views.
There are plenty of other times when a lot of people are on social media for little reason other than habit -- mornings, mid-afternoons, the middle of the night. Get them then.