Gone are the days when a TV show or channel could simply release new episodes of a show and just sit back, waiting for audiences to tune in. In today’s crowded media landscape, it’s all about creating a multi-platform experience that keeps audiences engaged and coming back for more.
Enter the digital companion show.
In short, digital companion shows or ‘after-shows’ are spin-off podcasts (audio and/or visual) of a linear TV show or channel that offers additional content, insights, and interaction through social media, podcasts, and other online platforms. While its core is rooted in content marketing, a stellar after-show offers viewers so much more than just that.
Podcasts of commentators dissecting their favourite shows are nothing new of course. The difference for a companion show is that it is brand-owned, being produced and distributed by the broadcaster and/or brand itself. An ideal exercise which allows consumers exclusive access to the talent involved, and, crucially to those who produce and write shows.
Game of Thrones, The Circle, Love Island and a personal favourite of mine, RuPaul’s Drag Race, all boast with amazing companion shows. So how do local brands create a successful digital companion show that complements your linear content and keeps audiences coming back for more?
As a multi-platform storyteller with a strong interest in broadcast innovation and digital strategy, I have always been fascinated by digital shows and how it fits into a traditional broadcast space – especially within Television and radio.
Currently working with a broad group of stakeholders across brands in the MultiChoice Group and Media24, I have the exciting task of defining the strategy, scope, and operations needed to develop audiovisual products to support the group’s stellar local TV content.
Our pilot project was a digital after-show for the kykNET group channels. The show, KassieKuiers met Renaldo Schwarp and the accompanying podcast was a first-to-market multi-platform product that took engaging content to where the channel’s consumers are… online. More than 60 episodes later, the show still stays true to it being a digital exclusive: we are highly agile and can curate content as trends or online talking points emerges.
So no surprise that the show surpassed all expectations: within six months we surpassed the 500 000 views milestone across platforms and this format is being introduced to other linear brands within the MultiChoice Group.
These content innovations are less about rand and cents ROI and more about fanbase ROI, which serves the purpose of generating buzz and visibility. Companion shows, when done correctly, seem to accomplish that elusive thing that all brands are always trying and often failing, to achieve… marketing that doesn’t feel like marketing.
Local is ‘lekker’
Tinseltown is in the middle of a long love affair with podcasts. Evidence of that can be seen in the number of podcasts being turned into linear TV shows. Increasingly, though, that relationship is going both ways, thanks to the rise of companion podcasts.
What is even more exciting to witness is how local broadcasters are fully embracing and investing in these digital content extensions (whether successful or not):
- In October, eMedia announced that they were launching their very first online talk show, The Reel. The show, which has since only released its debut episode, set out to give viewers ‘the best of local, all the edge-of-your-seat moments you need to know about before they even hit the screen’.
- Algoa FM’s Doreen Loubser’s exclusive 2022 podcast series takes the news further by looking into the life of slain Gqeberha mother Vicki Terblanche as we take a closer look at her journey to justice.
- Also in 2022 the Gauteng-based radio station, Jacaranda FM extended their digital content offering by inviting listeners to tune in to Mzansi’s most listened-to true crime podcast, True Crime South Africa, in Afrikaans. A smart move that saw the brand leverage off the success of an existing product by tailoring it to a hyperlocal, and same-language product with a brand-new host.
So now you are probably wondering how and where one starts when approaching these content innovations. Here are a few tips:
How to conceptualise a compelling companion show
First and foremost, a digital companion show should add value to the main TV/radio show or channel. This could take the form of behind-the-scenes glimpses, cast interviews, fan Q&As, or even spin-off content that expands on the universe of the original show. The key is to offer something unique and interesting that audiences can’t get from just watching the main show.
It’s also crucial to consider the format of your companion show. Will it be a weekly podcast, a YouTube series, or something else entirely? Choose a format that works for your audience and your content, and be sure to experiment and iterate as needed.
It goes without saying that proper social listening is the difference between a mediocre companion show and a brilliant one.
Don’t be afraid to tap into the social media conversation around your show – good or bad! The beauty of these formats is that they can leverage the audience’s engagement and feedback, turning them into active participants in the content creation process. Use social media to gather ideas, solicit feedback, and foster a sense of community around your show.
How to distribute and market it
Once you have a concept and format for your digital companion show, it’s time to get the word out. First and foremost, be sure to promote the show through your traditional channels (e.g., on-air promos, social media posts, etc.). But also consider partnering with other platforms or influencers to reach new audiences and expand your reach.
Podcasts, in particular, offer a great opportunity for distribution and marketing. There are countless podcasting platforms (e.g., Apple Podcasts, Spotify) and directories (e.g., Stitcher, TuneIn) where you can list your show and reach a whole new audience. Additionally, you can use podcasting networks or aggregators to distribute your show to multiple platforms at once and gain access to analytics and marketing support.
Another way to distribute and market your digital companion show is through YouTube Shorts and other short-form video platforms, like TikTok. Not only do these platforms have huge audiences, but they also offer tools for monetisation and audience engagement (e.g., comments, likes, subscribers).
How do you know you have a hit companion show?
While many international streamers like Netflix and Amazon have exponentially grown their podcast offerings, they would all agree that using companion shows is the best way to boost audience loyalty. So here are a few key metrics to track:
Audience size: This is perhaps the most obvious metric, and it’s important to track both the total number of viewers and the growth over time. Look for trends and patterns in your audience data and use this information to inform your content strategy.
Engagement: Beyond just the size of your audience, it’s important to track how engaged they are with your show. Look for metrics like the average watch time, comments, likes, and shares to gauge how well your content is resonating with viewers.
Creating products in and for digital platforms can be frustrating, daunting and uncertain, but when it’s done ‘right’, magic happens! So is your brand ready for a digital companion show in 2023? How is your linear broadcast product staying relevant in the digital age?
With practical examples and a trendsetting tone, it’s clear that allocating marketing budgets towards these types of shows is a no-brainer. As a producer of digital companion shows, I have seen firsthand the benefits they bring to brands looking to engage with their audience and expand their reach. Whether you’re a small business or a large corporation, adding a digital companion show to your marketing mix is a decision you won’t regret.
Renaldo Schwarp is an editorial manager specialising in digital, podcast & broadcast strategy. He boasts more than 10 years of media experience and has spearheaded projects and digital teams for MultiChoice Group, Media24 & Kagiso Media. He is also an award-winning filmmaker and top-selling author.
