Consumer Buying Behavior

By Kaitlyn Reyes

Watching television has been America’s favorite pastime for as long as it’s been around. It is an experience that allows consumers to sit back and enjoy their favorite television shows and gives them another topic to discuss with family and friends. The rise of competition, especially in singing and talent shows, has encouraged those shows to put their own spin on it. The Voice is a pioneer in the singing competition show market, giving its viewers the chance to be a part of the entire ride. The Voice has allowed viewers to be heard by letting them vote to decide which artist will advance in the competition (The Voice, 2026). Throughout the latter half of the competition, the power of choice shifts from the coach’s hands to the viewers’. Doing so allows the viewer to share in the joy of the show while also giving them a sense of being heard. Voting takes place on Twitter, with each viewer tweeting the hashtag for the artist they want to save. The hashtag also serves as a place for viewers to find people who are alike, with whom they can start a conversation and foster a bond. The Voice’s Twitter account serves as both a platform for viewer power and a community for new friendships.

The Voice has expanded onto other social media platforms to widen its reach and community. Its digital media followers have expanded beyond Twitter to include Facebook, Instagram, and Snapchat. The followers were given more content to enjoy and share across all social media platforms. The Voice’s Facebook account is an official partnership with the platform that shares live videos of behind-the-scenes content (The Voice, 2026). The live series, Behind The Voice, lets viewers dive deeper into the world of The Voice by showing pre-show events and videos (The Voice, 2026). The followers can digest content that allows them to feel included throughout the entire series, not just the last few minutes for voting. On Snapchat and Instagram, the season’s artists share relatable and humorous content on the show’s pages. Doing so allows viewers to get a glimpse of their personalities and relate to each artist beyond their performances. The Voice’s digital media followers are handled with much care and appreciation. The show clearly exhibits how valued their viewers’ voices are and how they are a part of The Voice family.

With the high engagement across its social media platforms, The Voice seems to have put its website on the back burner. Its website is fairly bare compared to the other platforms, with little room to foster community (The Voice, 2026). For viewers without their own social media platforms, the website is pretty discouraging. The Voice should alter its website to reflect its whole digital presence. The flow and continuity of the brand’s image are not reflected on its website.

References:

The Voice. NBC. (n.d.). https://www.nbc.com/the-voice

The Voice. The Shorty Awards. (n.d.). https://shortyawards.com/8th/the-voice-3