The Voice: Effectively Impacting the Consumer Through Digital Media

In today’s world almost everything can be done in an online environment and because of that there is often a subconscious expectation for instant gratification in everything we do. Social media has changed the way the world operates and has forced businesses all over the world to adapt to the online way of life or die off.

New online streaming services like Netflix and Hulu have pushed the Blockbusters of the world out of the limelight and into oblivion. With new media available everyday even mainstream television has had to learn to adapt and the creators of The Voice have done just that by creating an online experience that focuses on content, collaboration, and connections with their viewers.

Photo by Brett Jordan on

The show actively engages with their viewers throughout their various social media platform by providing behind the scenes storytelling on Facebook, Fan Art on Broadcast through their Tumblr page and allowing viewers to impact the outcome of an on-air show by tweeting their votes during the show. Prior to the implementation of social media marketing viewers would sit at home, watching their shows and hoping that their favorite performers would make it to the next round of competition, often feeling deflated when their choice was eliminated but The Voice has given viewers a chance to change that.

By engaging their fans in this manner, The Voice has been able to provide that sense of instant gratification that viewers have become accustomed to and have made fans feel like they are part of the process, like their voices are being heard and that is not something televisions shows of the past have been able to do before now.

It would be difficult to criticize the show for how their online following has been handled because the ways in which they’ve utilized social media to create an experience for fans was truly groundbreaking for its time. The show continues to create unique fan experiences through its various social media platforms by providing sneak peaks at upcoming seasons through it’s Facebook page, Outtake peeks on its Twitter feed and utilizing hashtag campaigns across its various platforms to engage with it’s viewers during between seasons which keep the fans wanting more and eagerly anticipating the next season.

The Voice has won a multitude of awards since the shows’ conception and you can find an extensive list on the show’s wiki. Notably, In 2015 The Voice was named the Winner in Integration with Live Television category of the 8th Annual Shorty Awards and were finalists in Instagram and Twitter with a Gold Distinction in Television. You can read more about it at

This blog post is a course assignment for my Social Media & Marketing Communications class at Southern New Hampshire University.

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