P5 – Audience and Social Media Platform

Our project is a transmedia story follows best friends Sarah and Tom ́s ups and downs over a very eventful and life-changing weekend. The social media aspect of the series is important for both the marketing and the story itself, and the social media strategy is integrated into the storyline.  The target audience of the web series are highly active social media users and mainly focused on the age group between 18-30-year-old. “We live in a society of constant converging of digital artefacts and media production principles. It is no longer enough to just watch a series. The audience expects to activate themselves within multiple platforms, to become active participants instead of passive spectators (Tedebring 2017). “The best social media platform that suits our project is Instagram. Characters will all have their own Instagram where they Interact with each other to generate interest in the characters leading up the launch. Instagram has more than 700 million active users who log onto the app to enjoy photos and video posts from their friends, family, and yes, even brands. In fact, according to BrandWatch, 50% of users follow brands on Instagram.

To determine if Instagram will be one of the best social media platforms for our transmedia web series, we looked at the demographics. Here is an easy-to-read breakdown of Instagram users:


As you can see from the chart, Instagram’s audience skews a little younger than some of the other social media platforms with 53% of people ages 18 to 29 on Instagram. This makes Instagram a great channel for “Positive” that is aiming to reach an audience that’s 30 or younger. There are also more female users than male users, making this a great channel for brands that are targeting female consumers. Instagram’s unique social media platform can provide some powerful benefits for the web series. One of the best benefits of Instagram is that it allows us to tell the story with unique and engaging visual content. Unlike other social media platforms, Instagram is focused on visuals, both images and video.



Tedebring, E. (2017). SKAM – En bra serie eller ett utmärkt transmediafenomen? En studie om NRKs framgångsrika transmediaproduktion SKAM. Available: https://umu.diva-portal.org/smash/get/diva2:1104922/FULLTEXT01.pdf. Last accessed 15th August 2018.


Brandwatch. (2018). 116 Amazing Social Media Statistics and Facts. [online] Available at: https://www.brandwatch.com/blog/96-amazing-social-media-statistics-and-facts/ [Accessed 15 Aug. 2018].


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