“Primer Impacto” (First Impact), Univision’s daily weekday newsmagazine, is an example of how Univision leverages social media – specifically Twitter – to provide its loyal viewers with exclusive opportunities to connect with key-high profile figures, their favorite personalities and the most engaging and exclusive content. While tuning into programming, viewers are provided with the added benefit of seeing their Tweets on screen, as well as having access to key figures.
“Primer Impacto” garners a highly engaged and active audience on Twitter. In addition to connecting its viewers with powerhouse figures and integrating viewers’ social commentary around hot topics, it informs its audiences, regardless of platform, by creating special social reports of variety of topics ranging from hurricanes to documenting Venezuelan voter experiences.
“Primer Impacto” not only delivers the news, but it also gives viewers a voice during the program as a result of direct engagement with the news teams on Twitter and other social media outlets. Immigration is one of the key issues that the “Primer Impacto” team constantly addresses on air and on social media. Via Twitter and twitcams, “Primer Impacto” has become a liaison between expert policymakers and legal professionals and Univision viewers.
Primer Impacto” has seen a more than 97% growth in followers on Twitter. In 2013, according to Social Guide, there was an 84% increase in people tweeting about “Primer Impacto.” There was no paid media associated with this growth. Additionally, according to Twitter Analytics, Univision has more than double the amount of followers than Entertainment Tonight.
Additionally, “Primer Impacto” executes special social campaigns surrounding key celebrations and holidays, such as Mother’s Day and Father’s Day where fans are asked to share photos of their loved ones using the hashtags #mamadeimpacto and #papadeimpacto that would later be featured during the broadcast.
Through its Twitter activations, “Primer Impacto” has been elevated to one of the most socially engaged news magazine shows on the market.
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