Our Bill Jacobs still stays up late on Saturday nights to take in SNL and files a great post about how digital has kept a heritage show fresh.
Saturday Night Live has now been on the air an astonishing 37 years. For those of us who have witnessed the show’s huge peaks and devastatingly low valleys, this is an incredible accomplishment. Especially since you rarely find many people who say it’s as funny as ever – because it couldn’t possibly be. Nothing is a good as it was, right?
So what keeps SNL going? A recent article in MediaPost points to some of the digital strategies that have kept the show fresh – some of which relate directly to what radio needs to be doing to promote and generate buzz for its legacy content makers:
- The cast tweets before the show airs – This creates momentum in the hours leading up to show time and also gives followers specifics regarding what to look forward to (and alert their communities). This is nothing more than solid digital teasing, laying the groundwork for creating listening occasions, and keeping the momentum up for the station. Some radio morning shows are using Twitter in this same vein, pre-selling bits and generating audience content and response before they air.
The guest host tweets about the show before it airs – And when they have a ton of followers, their fans are sure to watch. When your show has a strong guest scheduled that morning, encourage them to use their social media to help promote appearances on your show. This helps to build your cume, your awareness, your brand – and your ratings.- The SNL audience uses Facebook – Since fans of the show can now post buzzworthy bits on their Facebook pages, it exponentially extends the show’s reach. The same holds true for your station and your morning show. If you consistently put your best content out there for fans to enjoy and share, you’re going to amplify the number of people who see and hear it which will only benefit the brand even more.
Viral videos – You can thank Andy Samberg for this one. He is far from a major player on the show but his videos have helped make him famous (remember “D**k In A Box”). They spread like wildfire on the Internet and help to support SNL’s mindshare as a funny, hot, and current show. Radio stations and shows can more effectively use video whether it’s a backstage interview with a band, the Rock Girl finals, a great morning show stunt, a pre-produced bit, or even content submitted by a listener.- Thanks to the DVR, the average number of viewers has held steady – All told, 14% of the audience watched SNL last year on a digital video recorder. Part of the reason why this works is that the show is perfectly timed so that viewers can cherry-pick the 3-5 minute segments and bits they want to watch – for the first time or a repeat viewing. Morning shows that ramble, have long 25-minute segments, or simply don’t compartmentalize bits may be at a disadvantage here. SNL’s key is making it easy for the audience to access bite-size bits and skits, and that’s a “next day” tactic that could benefit radio in the podcasting world. At a time when time-shifting is the only way we can balance our busy lives, the audience can’t always experience your content when it airs. Podcasts put the power into the hands of listeners who can control and enjoy your best stuff in a way that fits their needs and their daily lives. Bit brevity is a strength.
It’s not always easy breathing life into a TV show that’s nearly four decades old – or a radio station celebrating 30 years in the same format. Digital is radio’s best friend, and the tools are there to re-energize your station or your show’s brand.
Lorne Michaels and the SNL team have tapped into something that radio can learn from. Once again.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Imagine how their ratings would be if the show was still consistently funny…
Ha! Maybe their digital staff is more innovative than the folks writing the comedy. Thanks, Bob, for reminding us that if the core content ain’t there, all the tweets in the world isn’t going to make it funnier.
Add consistency in SNL’s ability to get every weekly guest host to comply with this and the show’s exposure amplifies to new constituencies every week. That is cume-building!
No doubt about it. There’s a protocol to being a guest on SNL. And I’d bet that everyone from Lady Gaga to Russell Brand plays the game. It’s in the best interests of radio guests to reach out to their networks – a true win-win. Thanks for the comments, Tim.