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9 December 2011

The X Factor: Social media and the live shows infographic – Week 9

Rachel Hawkes, account director, Elemental By Rachel Hawkes

With The X Factor final just a stones throw away, and last weeks analysis and infographic pointing to a Little Mix win, have things changed and where does it leave the other contestants in the social media stakes?

 

The semi-finals didn't fail to disappoint on drama and the performances as the four contestants battled it out in the penultimate X Factor weekend. Even though the judges had no control over who stayed or who went this week, it didn't prevent more drama being unleashed.

 

Mowtown and songs that the contestants thought could get them through to the finals saw our X Factor social media infographics and analysis proved right thus far. Misha B received the fewest votes seeing the inevitable happen (and without sing off and the judges unable to save her, the positive Mancunian’s turbulent journey ended).



Photograph of Misha B on the X FactorMisha B's social channels never really recovered after the bullying allegations in Week 4, with her Week 5 social media currency plummeting to under 10,000 new fans per weekend – where it stayed until this week (10,085 new fans this weekend, which is almost 5% growth). From that point onwards, very evident through the social data we have collated, her standing in the competition suffered despite her strong performances. She was allowed to sing a goodbye song, Jessie J's ‚Who You Are’, and although a specutular artist, her social media currency wasn't strong enough to followers into votes. Ironically, it was the first time that we saw the email marketing led with Misha pointing to her performance. One has to wonder if this had happened earlier, what sort of impact would have been experienced? Her social media statistics did receive a boost due to her being evicted and with media reports that film director Tim Burton being interested in her, her future looks bright.

 

Our Week 7 infographic correctly predicted the three finalists, and if the social media results are to be taken on face value, Little Mix are still favourites to win as their popularity surges ahead. Ever since the girl bands cover of En Vogues’ Don’t let Go, it changed the tide for them and saw the curse of the girl bands well and truly broken. We’ve discussed previously the importance of managing social channels and the impact that the live performances have, in addition to the presence across traditional media channels.

 

Photograph of Little Mix on the X FactorWeek 9 still sees Little Mix pushing ahead of their peers clearly remaining ahead of the pack, as all the finalists go flat out to continue building their fan base and nurture existing love that they have. Little Mix not only saw the greatest number of new fans join them over the whole weekend at more than 21,700, they also topped the most viewed videos on YouTube, and have now surpassed Marcus in having the most Facebook Likes (at 80,657).

 

For all, it just won’t be this weeks media and press junkets (from performing in front of Royals, switching on Christmas lights, gigging at home towns to media interviews) that may make the difference. Ultimately, it will be a cumulative impact including the live performances this weekend and social media activity that they will be able to maximise.

 

From the social data we’ve reviewed, it’s looking like 1. Little Mix 2. Marcus Collins and 3. Amelia Lilly result, but how will it actually pan out? With Wembley a venue first for all of the contestants, it could be the difference in retaining and/or winning new hearts and minds of more of the much needed voting public. What are your thoughts?

 

The X Factor: Social media and the live shows infographic – Week 9

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

Tags: Social TV, media measurement, social media buzz, X Factor, TV, iTV, Misha B, social media insight, X Factor audience viewing figures

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