TikTok Publishes New Report on the Advantages of an Built-in Media Technique to Increase Model Messaging
Sure, digital platforms are the place everyone seems to be consuming media nowadays, with extra folks spending increasingly more of their time utilizing social apps to remain related and entertained in any respect hours of the day.
However that doesn’t imply that conventional TV is lifeless.
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 client consideration spreads throughout new platforms, so ought to advertising methods.”
Regardless of rising deal with varied apps, and regardless of video changing into the most well-liked content material sort throughout all of them, conventional TV nonetheless performs a key function in our connective course of. Our houses are nearly constructed across the TV set because the central engagement machine, and as such, it’s vital 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 supplied a variety of stats and information factors to help in marketing campaign planning.
As per TikTok:
“Not solely are customers spending much less time watching linear TV, however 90% of them are sometimes multitasking whereas watching, and 53% are multitasking each time or nearly each time they watch TV. The fact of TV and streaming providers is that buyers cannot actively interact with them, leaving them to show their consideration elsewhere.”
Fashionable customers are actually accustomed to being in command of their time, by skipping ahead or altering their preferences, or just sharing their ideas, then and there, each time one thing occurs. How typically do you end up grabbing your telephone throughout an advert break, and even throughout a film, wanting up and actors’ title or another element?
As such, individuals are partaking another way. Which you need to use to your benefit.
“Linear TV, TikTok, and streaming providers all present advertising alternatives. However our analysis means that manufacturers can compound success by combining these channels right into a fluid video advertising technique. Individuals on this research who have been primed by TikTok paid extra consideration to model cues like product pictures or branding once they noticed them afterward 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.
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 varied parts to bolster branding.
Which is what TikTok recommends:
“As client consideration continues to develop throughout platforms, manufacturers that embrace reflective multimedia methods are seeing massive outcomes. Traditional TV and streaming providers could be efficient at introducing new content material and informing tradition. However platforms like TikTok are capable of construct a constant stream of interplay and engagement that enables customers to take part in these conversations and cultural moments.”
Interplay is the important thing time period right here – offering a way to each entertain and facilitate neighborhood, through interactive parts, is vital to a contemporary media method. It takes extra time, extra planning, and sure extra funding, however the fundamental precept is that the best way that folks interact with media has modified, and so they wish to have the choice to take part, not simply eat.
Feeding into that, nevertheless, you possibly can, might help to spice up model messaging.
There’s extra perception and case research examples in TikTok’s full report here.