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22 October 2011

The X Factor: Social media and the live shows infographic – Week 2

Rachel Hawkes, account director, Elemental By Rachel Hawkes

Yesterday, we unveiled our second infographic on The X Factor live shows and social media (published first over on The Wall).

What wasn’t covered in the infographic that’s quite interesting, is how the 12 contestants social media channels fared during Saturday’s show only.  The measures on the infographic looks at Saturday’s performance show and Sunday’s live results – just looking at how the social channels grew in that two hour window on the Saturday night can show us whether they inspired viewers enough by their performance to join them online.

Take That and X Factor head judge Gary Barlow is quoted as saying yesterday, “The trouble with the artists this year is they are all obsessed with Twitter and headlines.  It’s easy to get access to what is being written about you and it is corrosive.  We are constantly reminding them that they are in a competition here. It is Saturday night, not Monday or Tuesday.  You have to go on there and do it. It feels like they are all getting a bit above themselves.”

Whilst I appreciate the point Gary is making – and he’s totally right in that if any contestant is getting a bit too big for their boots it’s not a good situation – in today’s environment, whether a contestant stays in the show after Saturday’s performance is not entirely governed by that one performance.  If that were true, the producers wouldn’t invest so much time and energy into building up the back stories of contestants.  Not only can a contestant motivate its own followers to pick up the phone and vote, those followers then will attract new supporters both reactively just by comment, tweeting or liking their content, but also proactively by asking and encouraging their own social network to follow suit.  It’s undeniable that social media has a huge role to play in the show, this year more so than any other (evident by the fact that each and every contestant has both official Facebook and Twitter accounts for the first year).  

Gary gets this.  He does.  After all, after resisting Twitter for years he finally relented at the start of the Live Shows and within a week has amassed more than 400,000 followers.  Check out Tim’s blog post last week for more on that.

So, who motivated viewers the most during Saturday’s show?  Perhaps unsurprising looking at these numbers, that Frankie and Nu Vibe found themselves in the bottom two. You can read more about Johnny’s surprising rise due to the Minogue and Blueberry effect #blueberry over on our post on The Wall.

  1. Johnny Robinson Increased by 28.2% (which is 3,469 fans)
  2. Sami Brookes Increased by 23% (which is 4,686 fans)
  3. Sophie Habbis Increased by 19.9% (which is 5,587 fans)
  4. Rhythmix Increased by 12.2% (which is 2,392 fans)
  5. The Risk Increased by 11.9% (which is 5,036 fans)
  6. Misha B Increased by 10.5% (which is 4,569 fans)
  7. Marcus Collins Increased by 7.6% (which is 4,840 fans)
  8. Kitty Brucknell Increased by 7.5% (which is 1,391 fans)
  9. Nu Vibe Increased by 5.7% (which is 1,927 fans)
  10. Janet Devlin Increased by 4.2% (which is 10,378 fans)
  11. Craig Colton Increased by 3.8% (which is 2,568 fans)
  12. Frankie Cocozza Increased by 2.8% (which is 5,719 fans)

 

The X Factor: Social media and the live shows infographic – Week 2
 

Categories: X Factor, Social media, Research, Infographics, Elemental

Tags: X Factor, the X Factor, iTV, social media, social media marketing, Facebook, Twitter, youtube, infographic, social media trends, social media insights

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