For the second half of the summer, chatter in the last season of “The Summer I Knows Pretty” consumed social media. Fans of their pre -adolescents at the end of the thirties have obsessive how the love triangle between Belly, Conrad and Jeremiah would conclude, leading the main video series to his most public to date.
After starting the first two episodes of the season at 25 million viewers worldwide during their first week on Amazon’s main video, the series viewer counted a cumulative of 5.21 billion minutes during its deployment of season 3, according to Nielsen streaming figures for the nine over 11 available episodes.
While the series created by Jenny Han already had an existing fans base from his first two seasons and readers of the Han trilogy, the third and last season activated his Fandom in a way that has exceeded the previous seasons – or other YA series – meeting his audience Gen Z where they are in: Tiktok.
The approach underlines the type of advantages that a show has to acquire when people behind it have a clear strategic approach and an understanding of the public. By switching to a weekly outing, by promoting social media activity with Tiktok dances on the show and, of course, elements of Taylor Swift, Amazon was able to take a total moment throughout its last season.
“There were so many aspects that Jenny Han and his team clearly built for an audience from Tiktok,” Emily Singer, principal director of Strategy for Reach Agency, a company focused on creators focused on influence campaigns. “It was a show made for the next generation.”
The decision to complete in the social at first could be considered “the gold stallion for a new model of how people should market their programs,” said Laura Jalaie, vice-president of strategy and communication for Metro PR, a consulting company that has worked for a variety of entertainment and sport companies.
Jalaei told Thewrap that Amazon had given his social team “an incredible quantity of confidence”, by developing social marketing campaigns first designed to connect with the target audience.
In addition to focusing on social networks, “the summer that I have become pretty” abandoned the frenzy model, opting rather for a weekly version which, according to Jalaie, allowed the Fandom to have the space to connect and be obsessed with the greatest moments of each episode in a way that looked like Ya emissions of the 2000, like “Gossip Gossip Girl” or ” Moment, fans were confronted with social media rather than fans.
Han told Thewrap in an interview last month that Prime Video had carefully considered the release options of the season, but finally declared that the weekly fall worked as expected, which explained it “improved the experience and that it certainly extends the suspense”.
“It made people a little crazy to have to be in this kind of uncertain place for so long,” said Han. “But I think it is the delicious television … old -fashioned, that you should wait a week, then it builds somehow, and we, as a public, we want as much as our characters to see the completion.”
From the point of view of ratings, weekly planning also allowed a progressive growth of viewers in the period of the final, especially after Han was out of the scenario of her book, “we are still in summer”, for the last three episodes of the series with the belly of cousins in Paris, leaving fans in an unknown territory.
The beginnings of the first two episodes increased the number of viewers to 639 million minutes during the week of July 14, before flowing at 567 and 595 million minutes for the following two weeks, respectively. Season 3 saw its viewer Spike with the beginnings of episode 5 – which featured the POV of Conrad – with 665 million minutes seen. The viewer climbed again with 717 million minutes during the week of August 25 with episode 8, which is not surprising given this episode included the wedding day of Belly and Jeremiah, which was finally canceled. And he resumed with 736 million minutes during the week of September 1 with episode 9, which launched the Parisian adventure of Belly.
Given the delay for Nielsen’s streaming lists, the audience for the last two episodes is not yet available.
Unlike the first weekly in the 2000s, “The Summer I Third Pretty” abandoned its episodes at 12:00 p.m. Hh 00 on Wednesday – a strategy that was initially deplored by fans. But the hardest viewers quickly adapted to the calendar and flooded social media with reactions and new modifications to Conrad in the night hours.
Although the midnight liberation strategy does not quite reflect television to the appointment of HBO Sunday programs, he finally created an “integrated” FOMO, according to the singer of Reach, who explained: “You are already feeling behind, say, at 7 am PT … It really encourages you to look at as soon as possible.”
The “summer that I have become pretty” cannot be discussed without recognizing Swift, whose multigenerational fandom overlaps almost perfectly with the spectacle, according to the singer. It was not only the music of Swift that attracted fans, but also the level of detail that Han put in the series.
And even when the fans finally obtained their happy forever for Belly and Conrad in the final of the series, Han and Prime Video had another round of their handle to maintain media threshing: a film that will serve as a conclusion to “the summer that I became pretty.” The news was announced just a few hours after the release of the final on Prime Video at the show’s final event and a day before the final press day, giving Han the opportunity to finally define his plans and the casting a chance to weigh.
While Han said it was too early to say if the film would get a theatrical release, Jalaie noted that hitting the big screen would help “Eventtize” the film, giving fans the opportunity to come together as they did for the watch celebrations all season.
“The thing that Amazon must do now is to continue to capture this attention,” said Singer. “Now the goal becomes: how do you keep people attentive and want more for the next year or two?”
