The Tonight Show’s Jimmy Fallon is one of the most popular late night hosts. A large part of that success is thanks to his major presence on social media. Read how the late night comedian uses his online presence to boost his show in this social media case study.
The bulk of the content that Jimmy Fallon posts on social media are clips taken from his show on NBC. Most of these video clips are found on The Tonight Show’s official YouTube channel, which has over 14 million subscribers. One of the most popular clips was Fallon’s interview with singer Ariana Grande.
One noticeable thing about The Tonight Show’s official channel is the custom thumbnails that it uses for its videos. The thumbnails contain quick info about the clip’s content, plus a candid screenshot of whoever is featured. The channel uses different thumbnail formats for each kind of clip:
The different thumbnail formats let viewers quickly know what they are watching, and are an effective way to organize the channel’s videos.
Jimmy Fallon also draws subscribers to The Tonight Show channel with an entertaining trailer.
It gives a rundown of what the show and the YouTube channel is all about through a hilarious mashup of clips. At the end, Fallon and Higgins go into a hilariously long pause waiting for viewers to click the Subscribe button.
Having an engaging channel trailer like Fallon’s is just the first part. To get it attracting more viewers to your channel, give your trailer a bit of a push. Purchase YouTube likes, dislikes, and shares from us to spread it. People will become more interested in your channel if they see your trailer being shared often.
Each video has an outro. The outro directs viewers to Fallon’s other videos with a clickable card. There is also a large Subscribe button. The outro is an excellent way to keep people on the channel longer by bringing them to the rest of his content.
Another way that Fallon’s Tonight Show channel encourages continuous viewing is through playlists. Each playlist covers a specific segment of The Tonight Show. They also create playlists for dates. Either way, the playlists let people binge-watch their favorite Tonight Show segments or episodes.
Jimmy Fallon actively engages his channel subscribers. He does this through the channel’s Community section. Here, he occasionally posts messages for his fans, and shows some absurd content from outside of the show.
The channel also posts plenty of behind-the-scenes and extra content to keep fans interested.
Fallon mainly uses his personal Twitter account to promote upcoming episodes of his show. He will post previews of the episodes several days before the airdate. He then gives more details leading to the episode in his next tweets. This gets people hyped for the show.
— jimmy fallon (@jimmyfallon) December 1, 2017
Another tactic Fallon does to build excitement for the show’s latest episode is leveraging the popularity of his celebrity guests. He tags them in his tweets about the episodes they appear in.
— jimmy fallon (@jimmyfallon) November 29, 2017
This makes his posts show up on their fans’ feeds and gets them to watch the show. He will then tag them after the episode airs to draw people to the YouTube channel.
— jimmy fallon (@jimmyfallon) November 30, 2017
While Fallon does his own promotions for The Tonight Show, he also lends a hand to the program’s official Twitter account. He retweets its posts, making the official account visible to more people. This boosts its popularity and creates a more integrated promotion.
The comedian takes his use of Twitter further by incorporating it into his show. The show has a weekly “Hashtag Game” where Fallon asks viewers to tweet stories based on the hashtag he gives.
Let's play the Hashtag game! Tweet out a song lyric that you or a friend got wrong and tag with #misheardlyrics. Could be on our show!
— jimmy fallon (@jimmyfallon) February 19, 2014
He then reads some of the best responses during the show’s next episode.
The segment is quite popular, generating a lot of engagements on social media. Fallon’s initial call for #MisheardLyrics attracted more than 4500 comments while its clip has been watched over 10 million times.
This is a strategy you can copy for your hashtag campaign. Incorporate your hashtag into a certain activity to make it more engaging for your audience. Get more people participating in your campaign by buying some Twitter retweets. This service will help your hashtag trend, and push even more people to want to participate in it. Afterward, find a way to reward your audience in a video, blog post, or summary tweet.
Outside of promotions for his show, Fallon posts plenty of personal content on his Facebook page
These types of posts make his page more engaging and approachable to fans.
Facebook was one of the social media sites that helped hype Fallon’s takeover of the show after Jay Leno left in 2014. From there, he has incorporated the site into the program like he does with Twitter.
Fallon often reads out the comments posted on his page on air.
This generates a lot of engagements for his page as people comment more and look forward to being mentioned on the show.
As seen throughout this social media case study, Jimmy Fallon knows the importance of proper branding on YouTube. He labels all of his video content with customized thumbnails. Fallon extends that branding to his other social media channels, creating a more recognizable presence online.
Develop your distinct brand identity and incorporate it into all your social media content. When people see your logos and brand graphics online often, they can recall you better. This eventually leads to more engagements and potential conversions.
Fallon posts some of the best segments from his show on social media for people to watch at their own leisure. This helps the show as it increases audience interest, boosting viewership. By making some of your best content readily available to your audience, you get them to want more, making it easier to bring them to your sales pages. Playstation use this strategy as well.
Jimmy Fallon is well known as a quick-witted and disarming host. He made sure to carry that persona over to his social media presence, and with how he interacts with fans online. Fallon actively engages in conversations with his followers and shares a lot of entertaining personal content.
— Fallon Tonight (@FallonTonight) December 8, 2017
That level of authenticity helped him cultivate a loyal online fanbase. This support increased viewership for The Tonight Show.
Jimmy Fallon’s successful use of social media has done a lot for his career. No matter what genre you are in, or what product you are selling, or if you are just a person who wants to be popular on social media, you can definitely learn from his tactics.