Tripp's Blog

In the modern age of technology and social media, people want more and more to interact and participate in the media they consume instead of being passive observers. The Voice is a great example of how a passive platform like television can integrate digital media to create a positive and interactive viewer experience.

One of the most successful things about the voices strategy is how well they understand their target audience: digitally connected viewers who enjoy entertainment, competition, and participation. By integrating live voting through their mobile app, they allow the audience to be a part of the competition for themselves. Another great way they leverage digital media is by using social media platforms such as Instagram and YouTube to post behind-the-scenes content and interviews, which further allows audiences to interact with the show.

The Voice does very well by creating a strong social experience. Bringing people together online through platforms like X, where certain hashtags are integrated into the show, and discourse about episodes can take place. This allows viewers to share in the viewing experience even if they are alone on the couch. (Halperin, 2011)

The Voice handles its digital media followers strategically and consistently. Social media accounts actively respond to fans, repost user-generated content, and spotlight audience reactions. Contestants are also encouraged to maintain active social media presences, which humanizes the competition and strengthens fan loyalty. By responding and engaging in discourse with fans, they turn a one-sided experience into a two-sided one.

Though The Voice does a lot right, it is not a perfect system. I believe room for improvement lies in the ease of use of the mobile app. Improving the user experience by integrating customizable notifications and content based on what contestants or coaches they like best would be a huge improvement. There could also be more to engage with in the app when the show is not live, such as predictions or even a tiered membership program. The brand, however, does a good job of maintaining brand consistency throughout its platforms, especially on the mobile app, where most everything a fan could want to engage with is found.

All in all, The Voice is a prime example of digital media integration into traditional media. From tying the viewer into the live experience to hosting hubs for fan interaction, The Voice shows what it looks like when a company does fan engagement right.

References

The voice. The Shorty Awards. (n.d.). https://shortyawards.com/8th/the-voice-3 

Halperin, S. (2011, June 23). How “the voice” uses Twitter to raise ratings. The Hollywood Reporter. https://www.hollywoodreporter.com/news/general-news/how-voice-uses-twitter-raise-203243/ 

The voice app. The Voice App – NBC.com. (n.d.). https://www.nbc.com/the-voice/exclusives/voice-app