Yes, digital platforms nowadays are like media consumption vending machines, with more people spending more time using their social apps to stay connected and entertained at all hours of the day. However, that doesn’t mean that traditional TV is dead. As long as there are nostalgic folk, trad TV will never die.
As TikTok notes:
“Despite viewers having more options, Linear TV (or traditional TV) remains extremely influential within entertainment and will continue to be a marketing tentpole. But as consumer attention spreads across new platforms, so should marketing strategies.”
Strategic Media Bump
Despite a rising focus on various apps and despite video becoming the most popular content type across all of them, traditional TV manages to still play a key role within the overall connective process. Our homes are literally built around the TV as the central engagement device. As such, it’s important to consider how TV can potentially communicate your marketing messages, despite shifting focus towards digital platforms. This is what TikTok’s latest report takes a look at.
Looking at the merging of online and TV viewing, TikTok states that:
“Not only are consumers spending less time watching linear TV, but 90% of them are typically multitasking while watching, and 53% are multitasking every time or almost every time they watch TV. The reality of TV and streaming services is that consumers can’t actively engage with them, leaving them to turn their attention elsewhere.”
Modern consumers are now particular about being in control of their time, skipping videos forward, changing preferences, or by simply sharing their thoughts and opinions as events occur. How often do you find yourself grabbing your phone during an ad break? Or looking up an actor’s name or some other detail? As such, people are engaging differently.
Those who saw a brand on TikTok before TV contribute to:
- A 4% lift in visual attention to branding moments.
- A 6% in aided brand recall.
Likewise, participants saw a brand on TikTok before a streaming service contribute to:
- A 7% lift in visual attention to product moments.
- An 8% lift in aided brand recall.
TikTok also notes that it found similar effects in reverse, with campaign indicators increasing after people had been exposed to a TV ad, then saw a follow up on TikTok.
- A 16% and 13% lift in visual attention to key branding and product moments respectively.
- A 13% and 9% lift in visual product and brand moments respectively for participants who saw a streaming service, followed by TikTok.
Of course, not every business can afford to run a TV ad campaign. Fortunately, there are more affordable options, like YouTube’s Connected TV offerings now on the rise and seeing more traction and higher adoption, there are increasing opportunities to build more comprehensive outreach strategies that incorporate various elements to reinforce branding, which is what TikTok recommends.
The Wrap
Interaction is the key term here – providing a means to both entertain and facilitate community, via interactive elements, is critical to a modern media approach. It takes more effort and resources overall, but the basic principle is that the way that people engage with media has changed – people now want to participate, not just consume.
Access the full report here for more details.
Subscribe to our ‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.
Sources