The Chi’s season 6 part 2 social goal was to outperform the metrics from season 6 part 1. This included increasing fan engagement, video views and growing the show's following across all social platforms.
Data played a pivotal role in the social strategy for The Chi season 6 part 2. Research and insights were provided on what content over the previous years had performed well. Another point of emphasis was to observe where other shows/brands had found success in the social media space and if there were entryways for The Chi to create its own unique interpretation. There was also feedback given on what characters/actors/storylines performed well with the audience based on sentiment and post performance.
In a little over a year the team was able to grow The Chi's TikTok account to over 1 million followers which is a 2,122% growth during the timeframe. Within this period The Chi’s TikTok published the show's most viewed and most engaged post in franchise history - across all social media platforms - by leaning into the popular #PointingChallenge trend featuring in-show and real life siblings Amari Noelle Ferguson (Britney) and Ahmad Nicholas Ferguson (Bakari) which has so far garnered over 10.8 million views and over 500K engagements organically. During the season The Chi's TikTok accounted for 61% of follower growth, 42% of of social engagement (2.1 million) and 45% of social video views (5 million).
