An effective social media strategy is critical for entertainment and media brands trying to lure viewers who have more content choices than ever. Hulu’s social media head, Katie Soo, is one of four industry experts who will be sharing their secrets to digital success at PromaxBDA’s Digital Perspectives event Wednesday evening in New York City. She spoke with Brief ahead of Wednesday’s event about how Hulu is leveraging its social platforms this television season, and gave her advice for making the most of the social space.

BRIEF: How is Hulu leveraging its social media platforms to celebrate fall TV this season?

KATIE SOO: Hulu utilizes social media as one of our main tools to celebrate our love for fall TV with our fans. Since our social media team is in-house, we ourselves are fans creating content for fans. Our main priority is to provide fun images, gifs, clips and videos that our followers can in turn share with their followers — and it’s important that our creative resonates with them.

Our love of TV and fall premieres helps us to hone in on trending conversations that real users are having in real time. With this knowledge, it is our main goal to highlight the extensive library of current season content that we have to offer on Hulu.

What’s your number one rule for engaging audiences on social platforms? What should always be front of mind?

Be authentic and always provide value to the consumer. People on social media get bombarded with ads and posts from friends constantly. As a brand, you have to be able to break through the clutter with something relevant, interesting and valuable to the person you’re trying to reach.

What’s the biggest mistake you see entertainment and media brands making when using social media to try to reach their viewers?

Every company and brand has their own set of challenges to work through. One thing I find the most useful when marketing in social media is to leverage the user data that you have to help customize and tailor messages that are most relevant to your followers.

Content is most compelling when it provides value to the user and gives them something to take in or engage with - not when its sole purpose is for promotion.

What gets Hulu viewers most excited on social media? What tactics really work for you and your audience?

We have found that users like more tangible content such as sneak peeks, .gifs of TV’s greatest moments, custom artwork and curated content from our editorial team that really celebrates the love of TV.

Rather than just promotional messaging, our social media marketing tactics are all about sharing curated content around our love of TV that we know our users will be able to take in and enjoy from any device. In our opinion, that is what forming a connection with the user is all about.

For more information on Digital Perspectives, visit PromaxBDA.org

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