The Tylt is an opinion platform with a social polling system that measures millennials’ opinions on a broad range of topics, from whether marijuana should be legalized to whether 1989 or Reputation is the better Taylor Swift album, while quantifying those opinions in a more meaningful way.
Launched last year by Advance Digital, the social polling brand now reaches 50 million people each month, primarily ages 18-34, and garners an average of 3,000 to 5,000 votes in any given poll across its website, Facebook and Twitter.
It was developed by the digital arm of Advance Publications—the media empire that owns Conde Nast, newspapers and more—as an “early stage venture experimenting with how information flows online.”
The Tylt also describes itself as “a place to make your opinion heard and have your vote count.” It’s a mobile-first site where community members can voice their opinion about trending topics of the day.
The Tylt is a space where people can watch online debates unfold in real time and participate in the conversation by sharing their opinions.You can see how your social circles feel about a topic and watch the real-time results on TheTylt.com.
Voting is based on a system of hashtags, associated with specific polls but also circulated organically on social media. The Tylt’s system combines human storytelling with cutting-edge technology to showcase community opinions on topics swirling on social media, and offers a framework for debate.
As votes are cast, The Tylt’s editorial team curates a unique voting experience including images, videos and GIFs. Debates typically remain active from one day to six months, but can last indefinitely, depending on the longevity of the topic and general interest in the subject.
As an example, a one-day debate it ran pitted the New York Yankees vs. Boston Red Sox. A one-to-three month debate involved a bracket for favorite monster movies. A long-term debate (month-over-month or year-over-year) involved the question, “Should Trump delete his Twitter account?”
Kyle, can you explain how The Tylt works and what your team does vs. what the public contributes?
Our editorial team uses community opinions from across the web in order to provide context for each side of the poll. For example, in the debate “Should we add Barack to Mount Rushmore?” we embedded opinions in the form of tweets in order to further contextualize the narrative for each side.
In another example, we asked the question “Is Colin Kaepernick a hero?” Because people are passionate about this topic, we used the opinions of the community to create a piece of media to further contextualize the debate, which you can see on Facebook.
Using opinions from across the web to present both sides of the debate forces people to step out of their typical social media bubble and confront viewpoints that might run counter to what they typically see.
What have been some of the most popular Tylt polls?
The Tylt polls a broad range of topics, with Culture, Entertainment, Politics and Sports being the core verticals. It’s important that we cover a broad range of topics to reflect the things that people are passionate about, from long running issues to hot topic news items. A few great examples:
a. Millennials believe that Black Friday consumerism is ruining the holidays
b. Cultural debate at the heart of many people’s NFL viewing experience
c. Highly engaged fan bases
d. A long-term sports fan battle: Mike Tyson vs. Muhammad Ali
e. A sensitive topic that people feel passionately about, such as (at the time) “Should Al Franken resign?”
How is winning scored and evaluated? And is there a call-to-action post-poll for participants?
We don’t view the results of the polls as winning or losing, but rather as taking the pulse of the internet on the topic. We’re providing a barometer for people to be able to say, “This is how young people feel about this topic.”
We’ll often ask the same question multiple times over a period of several months to assess whether the opinions on the topic remain consistent, which they frequently do. For example, we’ve asked the popular question, “Should Marijuana be legalized in the US?” and every time, the opinions of the community are resoundingly, “yes.”
We frequently communicate with community members who have taken the time to share their opinion and vote, but it’s never about The Tylt and what we think. We are simply providing the platform for the opinions people are sharing every day across social media to count.
Is the Tylt brand uniquely responsive to the millennial mind-set?
Absolutely. Social media is a tremendously powerful platform on which people share their opinions every day. Millennials were raised to be independent and think for themselves, and The Tylt provides the opportunity for them to make the opinions they’re sharing count as part of the larger story.
Millennials aren’t content with consuming media as a strictly passive experience, and we feel it’s important that people don’t feel as if they’re just shouting into the void. We use our technology to listen, which enables us to count opinions as explicit votes and quantify how people collectively feel about a topic.
Beyond scaling and monetization, what’s the end goal of your brand?
The end goal is to live up to our mission to take the pulse of the internet. People are multifaceted as are their interests. It’s important that we cover a broad range of topics in order to provide a platform for everyone’s opinion to count, not just some. Our questions and topics reflect the things that people are passionate about.
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