“We were the only network actively creating content around ‘Chained To The Rhythm’ and we’re proud of that”: Hit Network reflects on social media success with Katy Perry
The Hit Network knows a good radio single when they hear one. In July, the national network was at the forefront of the release of Katy Perry’s ‘Chained To The Rhythm’, the lead single off 2017 album Witness, and according to SCA Social Media Manager Madaline Edye, it’s a way of showing commitment to burgeoning content.
“We built the [social media] campaign to demonstrate our creativity and unprecedented reach,” Edye told TMN, “but also to solidify our commitment to hit music and new tracks.
“We were the only network actively creating content around ‘Chained To The Rhythm’ and we’re proud of that.”
Hit launched an all-out social media frenzy leading up to release, the first from Perry since 2016 ARIA #1 ‘Rise’. With a particular focus on live streaming via Facebook and Instagram, their three-hour Facebook Live acted as a unique countdown to the first national on-air play of the single.
Similarly, on Instagram Live and Periscope, the network was able to broadcast the exact moment Hit pressed play on ‘Chained To The Rhythm’, garnering instant audience reactions (and interactions).
“Video and Facebook Live are ranked highly in Facebook’s algorithm,” Edye noted. “By using Facebook Live, we gave ourselves the best opportunity to reach as many people as possible in order to share Katy’s new track.”
Overall, Hit reached 900,000 people across all metro stations with 72,000 engagements recorded. Live streams were watched 71,000 times, with a total of 30,000 minutes watched.
While content was paramount to the overall success of the campaign, just as important was ensuring that fans engaging with content weren’t left wanting. According to Edye, this ideology exists across all SCA campaigns, no matter the size or scale of the project.
“For any campaign, we work to setup a rigorous tracking component that enables us to monitor results, responses and comments.
“For ‘Chained To The Rhythm’ we constantly reviewed our video’s performance and collected results in real time to feed back into a wider report. As we collected results, we also monitored and engaged with comments and actions taken by our audience.
“Our main purpose on the feed was to encourage time on the Facebook Live by keeping our audience intrigued and engaged.
Perry is lined up as a nominee, performer and host at the MTV Music Video Awards later this month. ‘Chained To The Rhythm’ has notched three nominations: Best Pop Video, Best Direction, and Best Visual Effects.