In a first, Bravo has used Instagram polling to determine programming. Last month fans were able to vote on a lineup that aired on Black Friday. According to the network, “with themes ranging from Musical Performances and Vow Renewals, to Reinventions and Costume Parties, each day’s votes will be tallied, and one group of episodes will move on to the next day’s competition.”
Found Remote interviewed Courtney Fleischman, Director, Social Media, Bravo and Oxygen Media about the use of Instagram.
Found Remote: Why did Bravo launch this Insta stunt?
Courtney Fleischman: As we saw the exciting platform update from Facebook/Instagram introducing Instagram Story Polling Stickers, we knew we had the opportunity to do something fun. We have an incredibly passionate, vocal fan base who is always excited to give us real-time feedback, and short of posting episodic content on our social channels, we are always looking for innovative opportunities to create a link between social and our linear programming. We felt the functionality of Story Polling Stickers was spot on to play in that space. After testing the feature and realizing a significantly higher engagement rate for Bravo, we had to blow this out and tie it directly to our programming.
FR: What partners did you work with?
CF: The actual execution was managed in-house, but Facebook/Instagram were very supportive and excited about this initiative.
FR: How complicated was it to build?
CF: It required a good amount of internal communication and coordination across the network– from Social, to Program Planning, Communications, and Digital Editorial. Each story took time to build out from a production standpoint. Since each days’ polling results were revealed in real-time, we had to be quick on our feet, to be ready to create the next poll.
FR: Will you do more things like this?
CF: Absolutely – Bravo Social is always striving to stay cutting edge when it comes to what is new and meaningful in our world. We also make it a key priority to always be listening to –and engaging with– our fans to give them more of what they want on social.
FR: Why was Insta the right platform? Did you work with any influencers?
CF: Instagram was THE only platform for this execution – as it inspired the idea. We did not work with influencers on this. It was purely a play for our core, most engaged fans