What is interesting in the findings of this research for me is the implications of the audience participation principles we see working so well in X-Factor to engagement strategies online for the brands and businesses struggling to understand the value of investing in a social media programme.

According to Neilsen, the artists that seemed to generate the most online buzz after an X factor performance are those who were discovered through the TV talent show route. Neilsen report an 87% increase in online buzz around acts who are now well established but were originally discovered via the talent show route, compared to a 47% increase in online buzz for more traditional acts. To my mind this demonstrates evidence of a very interesting ongoing loyalty and connection of audiences to the artists (or you could say brands) they feel they had a role in bringing to fame.

A good example of how providing a route for the audience to participate in a brands success can build ongoing loyalty over and beyond traditional methods, a loyalty which then has the potential to translate to ongoing commercial success.