Last week, when E3 opened its doors to more than 48,900 video game professionals, we commented here on the growing importance of social media in the industry. As the agency responsible for managing E3’s public relations, we credentialed more YouTubers than ever before and the day before the show opened we saw more than 900,000 videos posted.
Clearly social media, in all of its varied forms, has become a critical amplification tool and message delivery mechanism. Here are some of the other digital trends we observed last week.

Twitter

  • Twitter dominated as the social channel of choice for sharing information during E3 because the platform is fast, easy and immediate.
  • Driving the Tweets and the RTs were the gaming fans not at the show. Social media allowed them to experience the event real-time and clearly that is what they wanted.
  • One interesting note about Twitter is that Mashable was a top influencer on the platform. Technically a blog, Mashable functions as almost a hybrid of traditional and digital media with its full writing, editing and publishisng staff. The outlet’s authority and influence are undeniable across not only gaming, but all technology sectors.

YouTube and Twitch

  • Video views surged at the start of the show and then dipped while show goers were busy making the rounds of booths and exhibits. They surged again following Nintendo’s Treehouse event. As the media reported on the event, more people were turning to YouTube and Twitch, proving quality content will always be a top driver of views, shares and likes.

Facebook

  • Facebook lagged behind other platforms in share of voice and was the least active major social platform during E3. The platform just doesn’t lend itself well to the types of real-time, interactive conversations that were driving much of the social activity related to the show.

Instagram

  • Interestingly, Instagram generated more impressions (over 30 million) than Facebook (approximately 25 million).
  • Clearly, at an event as popular and information-rich as E3, speed, authority, and visuals are the new currency for influencers.

“Traditional” media

  • And through it all, traditional media outlets from broadcast to print were steady in their reporting and coverage. These outlets still matter; still carry authority, reach and influence. But they certainly don’t dominate. No, it’s the consumer of of media that makes the rules, not the medium itself. Marketers need to meet their audiences where they are and they need to deliver their messages as appropriate – whether that’s a 60-second clip, 140 characters, an unfiltered image, or a 600 word op-ed.
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