The goals for The Chi’s organic promotion was to increase fan engagement, video views and grow the following across all platforms. Each social media page for the show provides a unique space for fans to share and discuss their opinions as new episodes become available and as information is shared about casting, premiere dates, events, giveaways and more. Not only was it important to get people to watch the show but also use social media to get viewers and non-viewers invested in the cast and the storylines.
The organic promotion strategy included creating specific content for platforms. Fox example filming cast participating in popular trends and using “sounds” leaned more towards platforms like TikTok and Reels on Instagram. More photo/imagery based assets were highlighted across Instagram and Facebook with longform videos, like The Chi Tea aftershow, living on platforms like YouTube. Posting specific pieces of content across various platforms also played into the approach as certain content (promos, scene lifts, etc.) performed well across the board. There were also instances of posts doing well initially on one channel thus prompting for the team to test how it would do on others. The approach also utilized support from Paramount+ and SHOWTIME social handles with shared content between the accounts to increase visibility and impact.
During the season 6B campaign The Chi earned 365K new followers across the lead-in and in-season content, helping the franchise reach 1.8M cross platform followers. On social media, The Chi 6B campaign outperformed the previous season across all metrics generating 161M views (+236% SoS), 7.9M engagements (+517% SoS), and 365K new followers (+410% SoS). The Chi’s #1 most engaging and #1 most viewed posts on record came via a TikTok post during promotion of the season which to date has over 10.8 million views and over 500K engagements.
