The producers of the US reality TV show
have understood how crucial social media is. They are making YOU, the viewer,
the 4th judge by including a social media vote into the contest.
The fans not only get to vote, they can
submit their own video (here) and a few lucky
participants even get to be on TV! The video component is provided by Realtidbits which helps the show to
expand their social element.
This marketing strategy aims at increasing
viewer engagement, which can also be seen on their social media sites such as
Facebook and Twitter, where comments and shares on judging day increase
rapidly.
It all comes down to the America’s Next
Topmodel slogan, and they ‘wanna be on top’. I am sure the other countries, where this show is being produced, will pick up on this strategy and I can’t wait
to also submit a video on Germany’s Next Topmodel!
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