Sure, digital platforms are the place everyone seems to be consuming media today, with extra individuals spending an increasing number of of their time utilizing social apps to remain linked and entertained in any respect hours of the day.
However that doesn’t imply that conventional TV is useless.
As famous by TikTok:
“Regardless of viewers having extra choices, Linear TV (or conventional TV) stays extraordinarily influential inside leisure and can proceed to be a advertising tentpole. However as shopper consideration spreads throughout new platforms, so ought to advertising methods.”
Regardless of rising give attention to numerous apps, and regardless of video changing into the preferred content material kind throughout all of them, conventional TV nonetheless performs a key position in our connective course of. Our houses are just about constructed across the TV set because the central engagement gadget, and as such, it’s essential to contemplate the potential of TV to speak your advertising messages, at the same time as you look to shift extra focus to digital platforms.
Which is what TikTok’s latest report is all about. Wanting on the merging of on-line and TV viewing, TikTok has offered a variety 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 usually multitasking whereas watching, and 53% are multitasking each time or virtually each time they watch TV. The fact of TV and streaming companies is that customers cannot actively interact with them, leaving them to show their consideration elsewhere.”
Trendy shoppers at the moment are accustomed to being answerable for their time, by skipping ahead or altering their preferences, or just sharing their ideas, then and there, every time one thing occurs. How usually do you end up grabbing your cellphone throughout an advert break, and even throughout a film, wanting up and actors’ identify or another element?
As such, individuals are participating another way. Which you should use to your benefit.
“Linear TV, TikTok, and streaming companies all present advertising alternatives. However our analysis means that manufacturers can compound success by combining these channels right into a fluid video advertising technique. Contributors on this research who have been primed by TikTok paid extra consideration to model cues like product photographs or branding after they noticed them afterward TV or streaming companies.”
TikTok additionally notes that it discovered comparable results in reverse, with marketing campaign indicators growing after individuals had been uncovered to an advert on TV, then noticed a comply with up on TikTok.
In fact, not each enterprise can afford to run a TV advert marketing campaign. However with extra inexpensive choices like YouTube’s Connected TV offerings now on the rise, and seeing extra traction with elevated adoption of digital TV viewing on dwelling TV units, there are growing alternatives to construct extra complete outreach methods that incorporate numerous parts to strengthen branding.
Which is what TikTok recommends:
“As shopper consideration continues to broaden throughout platforms, manufacturers that embrace reflective multimedia methods are seeing massive outcomes. Traditional TV and streaming companies could be efficient at introducing new content material and informing tradition. However platforms like TikTok are in a position to construct a constant stream of interplay and engagement that enables shoppers to take part in these conversations and cultural moments.”
Interplay is the important thing time period right here – offering a method to each entertain and facilitate group, by way of interactive parts, is vital to a contemporary media strategy. It takes extra time, extra planning, and sure extra funding, however the primary precept is that the best way that individuals interact with media has modified, and so they wish to have the choice to take part, not simply eat.
Feeding into that, nevertheless, you may, may help to spice up model messaging.
There’s extra perception and case research examples in TikTok’s full report here.