By Sergio Leiva
At one of the most interesting talks I had the pleasure to attend last week at SXSW, How Twitter has changed the way we watch TV, most of what was being used as examples came from the american TV market. However, one of things that resonated the most with me and that left me thinking about how we are approaching our digital strategies in Latin America is the fact that, according to the speaker, sports, reality TV, dramas and large one-time events are the biggest drivers of social interaction on Twitter.
If you stop to think about these four genres for a moment, you might realize that telenovelas are a mix of almost all of them (leaving only sports out), and being especially heavy on the drama and the one-time nature of its serial content.
At the talk, we were shown examples like The Walking dead or the much talked about House of Cards. However, I couldn’t stop thinking about how Telenovelas might just be missing out on something huge by not including hashtags or other ways to create conversation around their content.
Those of us who’ve had the pleasure of growing up with telenovelas, know that every episode (just as it happens with Game of Thrones or The Walking Dead) is a mix of drama and “can’t-wait-to-see-what-happens-next” kind of content.
What would happen if we were not only creating hashtags for our telenovelas, but also letting our audiences decide what will happen to the villain at the end of the story? (In any case, we all know the evil step-mother will either end up dead, reformed or in the loony-bin).
What if we were to create twitter handles for each of the main characters and have them give us clues as to what will happen to them or simply to enable conversation with the audience?
Telenovelas seem to me like the perfect conversation sparker that no one wants to admit to watching but that could be a goldmine in terms of interaction over different social platforms like Twitter.