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GBBO’s noisy social audience love to retweet

  • Last year there were over 941,000 mentions of Bake Off on Twitter alone. A new report by the team at immediate future reveals how last year’s social data gives brands the tools to stand-out amongst the baking conversations that will inevitably surround GBBO 2018. 

    Whilst social chatter explodes during the TV series, data reveals that individuals tend to post more than once. In fact, they post an average of three times about the show. That is quite unique for a TV programme. In addition, for every original post there are an equivalent number of retweets. They love to share, to keep engaged and take the conversations beyond the scheduled show – posting throughout the week.

    There is no slowing down of the social chatter either. There are clear peaks at the start and end, but social conversations remain consistently high throughout the series. In fact, the programme drives-up wider conversations about baking and cooking that run all the way through until Christmas. 

    Katy Howell, CEO at immediate future, explains; “GBBO social chatter has a community feel. One of sharing, retweeting and long-term involvement. Audience behaviours differ from the recent Love Island social activity which, fuelled by the show moments, was more opinion, expletives and many, many ‘choice’ phrases. The Bake Off viewers, well they come together in a shared social experience! Taking their love for the show offline into office and charity bake-offs and involving friends, family and anyone with a shared interest!”

    Last year, companies such as Innocent Drinks and KitchenAid fared as well as show sponsor, Dr Oetker. The brands that succeeded owned relevant topics within the wider baking conversation and some used humour or competitions to gain attention. It worked too - the GBBO community embraced brands big and small. 

    Research demonstrates that whilst contestants, hosts and TV moments (such as show stoppers and technical challenges) are threaded through social, the conversations are often momentary. More importantly the data reveals that these are not the only topics that are of interest. Food takes centre stage with cakes, pies, bread and chocolate topping the bill. But so too do homeware products. There was a big uplift in mentions of ‘cake stand’, aprons and weirdly, rolling pins. 

    Despite last year’s Great British Bake Off being controversial, following the move to Channel 4, it didn’t garner the expected negativity on social. Howell says; “Given the positive and engaged social around GBBO, the insight we have defines key interests and topics that will be a focus this year too. This is good news for brands outside of sponsorship deals that want to get involved. There are opportunities aplenty to drive some powerful results.”

    The report, free to download at, analyses how brands who are not sponsoring or advertising can make the most of the opportunity to gain reach and target new audiences. It looks at the challenges of not being part of the programming schedule, real-time activation and how not to shoehorn your brand into the conversation. It gives marketers the evidence and informs brands how they can cut-though the noisy chatter and gain stand-out during this year’s GBBO.

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