Shark Week: A Master Class in Building Audience Loyalty

For one week each summer, sharks take over the airwaves on Discovery Channel. Now in its 33^rd year, Shark Week is the longest-running program in cable television history. So, how did Shark Week amass such a dedicated following to return year after year? Read on to learn about the three ways in which Discovery got it right, and some pages on strategy that other communicators can bite out of its book.

1. Widely appealing subject matter

You don’t have to be a marine biologist—or even have seen the ocean—to be fascinated by sharks. Discovery spends millions each year advertising for the event, but having a subject with an intrinsic selling point certainly helps. It is much easier to market topics that people are already interested in, rather than trying to push something incredibly niche. Sharks appeal to a huge demographic, and Shark Week capitalizes on this by featuring content tame enough for kids while also broadcasting more intense programing for older thrill-seekers. They also produce content from a variety of angles, with some shows being more educational and fact-based, while others are more sensationalized.

2. Authenticity and calling on the experts

From its inception, Shark Week has called on some of the industry’s top shark scientists and researchers to lend credibility to its programming. So even when the show itself sounds as fantastical as Megalodon: The Monster Shark Lives, incorporating knowledgeable sources adds an extra layer of authenticity. In addition to featuring reliable sources, Discovery also employs experienced natural history filmmakers to shoot their content. Viewers are far more likely to be drawn in by professional, authentic footage, especially when it depicts creatures they will likely never encounter in real life.

3. Going beyond the programming

At the time of Shark Week’s 1988 debut, social media was still over a decade away. Conversely, Shark Week can now be found just about everywhere on the internet. In a time when many people are cutting their cable for good, Shark Week is finding new ways to reach audiences. This year alone they have amped up their social presence, hosting live shark streams on Tik Tok and live-tweeting events on Twitter. Discovery also takes full advantage of cross-promotion material, teaming up with companies in industries from car washes to airlines to salons. If you live on the East Coast, you might be lucky enough to catch a glimpse of the first-ever Shark Week Blimp cruising through the air this week. Case in point– Shark Week is much more than just TV shows.

Shark Week was a success before it even aired. It brings in millions in ad revenue every year to Discovery Channel and boasts the network’s top ratings and highest viewership. While some may argue the television event is overhyped, Discovery has found a way to bring people back every year, a notable feat in an age where there is so much free available content to watch. As communicators, we can glean valuable lessons from Shark Week when developing our own strategic campaigns.