Emmerdale is the small village with big drama. Set against the stunningly beautiful backdrop of the Yorkshire Dales in England, Emmerdale has been successfully running for 42 years. Entertaining more than 6 million UK viewers a night 6 times a week with its mix of dramatic storylines, Emmerdale pushes the boundaries of primetime soap operas.
Emmerdale is all about its community.
Emmerdale has taken the elements that make the show special and have adopted it into Digital: social media platforms are our villages and the fans that follow us are our residents. We celebrate, reward and recognise the loyalty of our community with dedication unlike any other show:
Emmerdale's always live (socially speaking).
We create daily sneak peeks, weekly behind-the-scenes videos, cast interviews, trailers and more to support every episode – often equipped with campaign-specific hashtags to fuel conversation.
We live Tweet and Facebook post EVERY episode – one episode a day (with two on Thursday nights), 5 days a week, 52 weeks a year. During important episodes, we offer exclusive bespoke-to-the-community videos and images to further extend the buzz of the conversations across all our platforms.
We also live Tweet, Instagram and Facebook post the broadcasted awards ceremonies Emmerdale attends:
We were the first TV brand to simultaneously broadcast a special 40th anniversary live episode and stream online real-time behind-the-scenes footage (throughout the duration of the episode) setting Twitter a frenzy.
Emmerdale's Always On.
With an Always On audience, Emmerdale responds to and involves the fans regardless of broadcast schedules. We engage with our fans at the times when THEY are online – early mornings, late nights, weekends and holidays.
Nearly every week, Emmerdale invites fans to a live twitter chat with a cast member. We also let Instagram fans submit their questions, which we respond back in video form.
Almost every episode the cast thanks the fans, and at the end of the year the cast and crew of Emmerdale personally thank the fans for watching:
Emmerdale celebrates the community.
Every year Emmerdale holds a fan gathering right in our studio and village set, complete with cast appearances, production taster classes from the crew, and studio tours. And for those who can't make it – we cover the weekend event on our platforms:
Emmerdale also helps the community give back by supporting their causes in unique ways – all covered in real-time for the rest of the fans:
Platform Stats:
~ Emmerdale on Facebook has 1.4 million likes, but often achieves a weekly reach of over 5 million users! Emmerdale trended on Facebook for the first time in 2015. Emmerdale Facebook releases sneak peeks, cast questions to fans, archive clips spanning 42 years of the show and more to an Always On Audience 7 days a week, 52 weeks a year.
~ Emmerdale on Twitter has grown from 140,000 followers in 2013 to 500,000 in 2 years thanks to live tweeting, fan engagement and exclusive Flock To Unlock content. Emmerdale and Emmerdale-related hashtags trend in the UK weekly. During a monumental episode in 2013, Emmerdale dominated both UK and Worldwide trends for over 2 hours. Emmerdale Twitter directly engages with followers and connects them to cast and story through twitter chats, video messages, live tweeting and more every day.
~ Emmerdale on Instagram is home to nearly 30,000 fans and growing. Showcasing an impressive album of backstage, behind-the-scenes and fun videos and images that breaks down the 4th wall everyday - inviting the fans into our world. Emmerdale Instagram covers important episodes live by offering bespoke behind-the-scenes videos and clips as the drama unfolds onscreen.
All this, and we're a digital two-man team. We do it all for the community…and we love it.
