Yes, digital platforms are the place everyone seems to be consuming media lately, with extra folks spending an increasing number of of their time utilizing social apps to keep related and entertained in any respect hours of the day.
But that doesn’t imply that conventional TV is useless.
As famous by TikTok:
“Despite viewers having extra choices, Linear TV (or conventional TV) stays extraordinarily influential inside leisure and can proceed to be a advertising tentpole. But as client consideration spreads throughout new platforms, so ought to advertising methods.”
Despite rising focus on varied apps, and regardless of video changing into the hottest content material sort throughout all of them, conventional TV nonetheless performs a key function in our connective course of. Our properties are nearly constructed round the TV set as the central engagement gadget, and as such, it’s essential to take into account the potential of TV to talk your advertising messages, at the same time as you look to shift extra focus to digital platforms.
Which is what TikTok’s newest report is all about. Looking at the merging of on-line and TV viewing, TikTok has offered a spread of stats and information factors to help in marketing campaign planning.
As per TikTok:
“Not solely are shoppers spending much less time watching linear TV, however 90% of them are sometimes multitasking whereas watching, and 53% are multitasking each time or virtually each time they watch TV. The actuality of TV and streaming providers is that buyers cannot actively interact with them, leaving them to flip their consideration elsewhere.”
Modern shoppers are actually accustomed to being in management of their time, by skipping ahead or altering their preferences, or just sharing their ideas, then and there, at any time when one thing occurs. How typically do you end up grabbing your cellphone throughout an advert break, and even throughout a film, wanting up and actors’ title or another element?
As such, persons are participating otherwise. Which you should utilize to your benefit.
“Linear TV, TikTok, and streaming providers all present advertising alternatives. But our analysis means that manufacturers can compound success by combining these channels right into a fluid video advertising technique. Participants on this research who had been primed by TikTok paid extra consideration to model cues like product pictures or branding after they noticed them later on TV or streaming providers.”
TikTok additionally notes that it discovered related results in reverse, with marketing campaign indicators growing after folks had been uncovered to an advert on TV, then noticed a comply with up on TikTok.
Of course, not each enterprise can afford to run a TV advert marketing campaign. But with extra inexpensive choices like YouTube’s Connected TV choices now on the rise, and seeing extra traction with elevated adoption of digital TV viewing on house TV units, there are growing alternatives to construct extra complete outreach methods that incorporate varied parts to reinforce branding.
Which is what TikTok recommends:
“As client consideration continues to increase throughout platforms, manufacturers that embrace reflective multimedia methods are seeing huge outcomes. Traditional TV and streaming providers could be efficient at introducing new content material and informing tradition. But platforms like TikTok are ready to construct a constant stream of interplay and engagement that permits shoppers to take part in these conversations and cultural moments.”
Interaction is the key time period right here – offering a way to each entertain and facilitate group, through interactive parts, is important to a contemporary media strategy. It takes extra time, extra planning, and sure extra funding, however the fundamental precept is that the manner that individuals interact with media has modified, and so they need to have the possibility to take part, not simply devour.
Feeding into that, nonetheless, you may, might help to increase model messaging.
There’s extra perception and case research examples in TikTok’s full report right here.
https://www.socialmediatoday.com/information/tiktok-publishes-new-report-on-the-benefits-of-an-integrated-media-strategy/623700/
