HBO’s most effective social media platform appears to be Instagram, given the highly visual nature of television marketing. The use of images, reels, and IGTV for exclusive content creates a direct and visually appealing connection with fans. The company maintains its accounts efficiently by ensuring frequent updates, timely responses to audience interactions, and content that aligns with trending topics. For example, during the final season of Game of Thrones, HBO’s social media strategy included daily updates, interactive polls, and meme-driven campaigns that kept audiences engaged between episodes.

One of the most successful aspects of HBO’s social media approach is its ability to create viral moments. The Euphoria social media team, for instance, frequently engages with the Gen Z audience through memes and aesthetic driven posts that match the show’s unique style. This approach encourages audience participation, as fans often create and share their own content in response to HBO’s official posts. By allowing audiences to act as “produsers” both consuming and producing content HBO maximizes its digital footprint and extends the conversation beyond its own channels.

Moreover, HBO incorporates the five key characteristics that make social media unique: choice, conversation, curation, creation, and collaboration. The company offers audiences a choice in how they engage with content, whether through YouTube trailers, TikTok snippets, or Twitter discussions. It fosters conversation by actively responding to fan theories, questions, and memes. Curation is evident in the carefully selected visuals and themes that align with each show’s brand identity. HBO also excels in creation, regularly producing exclusive behind the scenes content and promotional materials tailored for each platform. Lastly, collaboration is seen through partnerships with influencers, fan pages, and even brands that align with its series’ themes.