Sure, digital platforms are the place everyone seems to be consuming media lately, 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 and marketing tentpole. However as shopper consideration spreads throughout new platforms, so ought to advertising and marketing methods.”
Regardless of rising deal with varied apps, and regardless of video turning into the most well-liked content material kind throughout all of them, conventional TV nonetheless performs a key position in our connective course of. Our properties are just about constructed across the TV set because the central engagement gadget, and as such, it’s necessary to contemplate the potential of TV to speak your advertising and marketing messages, whilst you look to shift extra focus to digital platforms.
Which is what TikTok’s newest 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 customers 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 fact of TV and streaming companies is that customers cannot actively interact with them, leaving them to show their consideration elsewhere.”
Trendy customers at the moment are accustomed to being in charge 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 cellphone throughout an advert break, and even throughout a film, wanting up and actors’ title or another element?
As such, individuals are partaking otherwise. Which you should utilize to your benefit.
“Linear TV, TikTok, and streaming companies all present advertising and marketing alternatives. However our analysis means that manufacturers can compound success by combining these channels right into a fluid video advertising and marketing technique. Members 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 companies.”
TikTok additionally notes that it discovered related results in reverse, with marketing campaign indicators growing after individuals had been uncovered to an advert on TV, then noticed a observe up on TikTok.
After all, not each enterprise can afford to run a TV advert marketing campaign. However with extra inexpensive choices like YouTube’s Related 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 components to bolster 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 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 components, is vital to a contemporary media strategy. It takes extra time, extra planning, and certain extra funding, however the fundamental precept is that the best way that folks interact with media has modified, and so they need to have the choice to take part, not simply eat.
Feeding into that, nevertheless, you’ll be able to, might help to spice up model messaging.
There’s extra perception and case research examples in TikTok’s full report right here.