HBO’s Girls launched in 2012 and essentially achieved success overnight, propelling countless Thought Catalog articles and society’s increasing fascination with the 20-something demographic. But according to a recent Forbes article, trends show that the overall television audience is getting older.
“For HBO that presents a problem because their folks will essentially go away in the long run, so they’re trying to figure out a way to attract a younger audience,” University of Oregon advertising professor Chris Chavez says. “They have this perfect vehicle in Girls, which by nature sort of skews young. It’s different than programs on other premium channels.”
To attract and keep its younger audience, HBO has launched a full-fledged social media marketing attack, giving Girls its own Snapchat, Vine, Pinterest, Tumblr and Instagram accounts in addition to a Facebook page and Twitter account. Because while college-aged kids may not be spending their money on expensive premium channel subscriptions, they are spending their time on social media.
“The expectation is that by putting that content out there, people will become attracted to the content and eventually bribe them to either pay for subscriptions. We’ll see if it actually works,” Chavez says.
Recently, Girls announced on Facebook that the first two episodes of the third season would be posted on YouTube. That’s right — Girls can check another millennial-approved site off its checklist.
“Their promotion absolutely worked on me,” School of Education graduate student Brittany Dorris said. “I stopped watching Netflix and decided right then and there to watch ‘Girls.’”
Girls, with its dialogue about sexting and shots of characters watching YouTube tutorials, lends itself to social media use. But it’s not the only show getting HBO’s amped-up marketing treatment. Footage from the highly anticipated fourth season of Game of Thrones was released via the show’s Vine account two days before it was released on television and online. While the constant bombardment of reminders to watch may seem overbearing, it’s allowed the network to create a more personal and interactive experience with the fans — not to mention potential customers — that it may not have been able to reach before.
“I thought, ‘This is so genius. This is such a good marketing strategy,’” UO junior Annalise Stone said. “The target audience is mainly our age group so (using) social media to advertise was really good.”
In 2013, Game of Thrones was the most pirated TV show, a result of HBO’s stringent sharing policies, or why the premium network doesn’t sell its programming to Netflix. HBO may be using social media to attract these downloaders, who will later decide it’s worth it to subscribe.
It’s a mystery why more networks haven’t followed HBO’s lead using the “if they won’t come to you, go to them” strategy. Eventually, HBO may have to deal with the fact that it’s an expensive subscriber service and most college-aged students don’t have an expendable income. But for now, HBO is playing the best friend by constantly asking if you’ve seen the latest episode and showing you sneak peeks you can’t see anywhere else. Their marketing strategies may be transparently trying to reach the 20-somethings demographic, but maybe that’s what’s necessary to succeed in the constant battle of maintaining relevancy.