The Best Social Media Platforms for Promoting TV Shows

Behind-the-scenes content from ABC's Bachelor in Paradise shared to social media.

Not all social media platforms are created equal, especially when you’re promoting TV. Each platform offers different tools, audiences, and engagement styles. The key is knowing what strategy works where.

NBC and Peacock share captioned social content on Love Island USA's TikTok as filler between seasons.

TikTok: Best for Viral Clips and Fan-Made Content

In 2025 a TikTok strategy is the most important piece of a TV show's social media strategy to get right from the start. TikTok’s algorithm rewards creativity, speed, and trends, and the speed at which posts can go viral means almost endless possibilities for content experimentation and show promotion. The platform also features numerous tools for content mixing and reactions, meaning videos uploaded to an official show account can quickly be shared exponentially beyond the account's following.

Instagram: Your Visual Press Kit

Instagram is where high-res stills, trailers, cast photos, and Stories live. Drop the Gettys from the premiere event, share weekly unit photography, tease storylines and special guests. More highly produced content has a natural home here which makes it an easy jumping off point for new TV productions. It's also a natural home for behind-the-scenes and more talent POV-type contnet because it neatly fits your show's account alongside the more personal content of your fans' feeds. Reels, similarly to TikTok, adds a layer of virality when paired with trending audio or countdowns to new episodes.

ABC Network uses custom social media promos on its official X account to promote a selection of its programming.

Twitter (X) and Threads: Real-Time Fan Engagement

Twitter (X) and Threads excels at in-the-moment engagement, which is crucial for building and sustaining weekly buzz. Proven strategies include live-tweeting episodes, reposting real-time fan reactions, countdown tune-in reminders, and engaging and replying to top fans week after week. These platforms continue to change and evolve and an accelerated pace so actively using and spending time with them can inform a platform-appropriate social media strategy for entertainment marketing.

Best Strategy? Multi-Platform Sync

A strong campaign uses platform-specific content with unified messaging. Every show will require a different mix of platforms, depending on the genre of show and tone of content. You need to put a plan into place about platforms and content needs early in the production cycle. This ensures there's time to capture content while production is ongoing so that talent is available (with costume and hair/make-up available), and access to crew, producers, sets, locations, and any story-specific props is still possible.

Working with an experienced entertainment marketing social media manager can help your TV show production to create a strategy that works, with a timeline and content plan that can be executed and ready well before the show airs.