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Social media marketers need fresh tactics for posting on CTV apps

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Social media marketers need fresh tactics for posting on CTV apps


Connected TV is giving social media marketers a new channel to consider as big names like Facebook and TikTok are now appearing in apps on smart TVs. But even though CTV extends the reach of their campaigns, marketing via TV-based social media apps calls for a new strategy.

“The difference is in how marketers have to think about those apps,” said Katelyn Sorensen, CEO of social media marketing platform Loomly. “Whether it’s the TikTok app for Fire Stick or another environment, it will show content from social, and you don’t know who’s going to be watching.”

How CTV apps differ from mobile-first social media apps

For starters, if a brand executes a social media campaign that is mobile-first, those ads might not be as effective when viewed on a big screen. So marketers have to start thinking more about how those ads will look on a bigger form factor.

“For now, it’s about keeping in mind that an ad could be on the TV app and making sure the video will look good on an 82-inch screen,” said Austin Shong, marketing lead for Loomly.

Read next: 2022 Predictions: CTV and cross-channel advertising

“The evolution of social is that it’s moving to TV, which makes a lot of sense right now because of social’s video content, which is becoming more important in the TV industry,” said Sorensen.

Marketers should take into account how mature the social CTV app they are focused on is for advertisers. For instance, Facebook Watch has made available many of the targeting capabilities of the mature Facebook app. TikTok TV, which launched in November 2021, is newer and less targeted, even though its reach is broad when you consider its total viewership is now over 1 billion users across all devices.

“I envision that TikTok TV will adapt over time,” Shong said. “Facebook is a mature app, with advanced placements that track exactly where the ads are, whether on desktop, phone or elsewhere. With TikTok, that feature will be coming if they’re following the industry trends. For now, it’s difficult to create different content for TikTok on the phone versus TV.”

According to Rita Steinberg, director of digital media at Toronto-based agency FUSE Create, a mature social platform can also tell you if ads on CTV are outperforming ads in other environments.

For instance, during a recent campaign, Steinberg could see that a client’s YouTube ads on CTV were outperforming the other social ads in the campaign. In response, she allocated more of the budget to YouTube CTV ads.

Marketers should identify the goals of their campaign and pick the right social app based on that. For example, some social media CTV apps are more for entertainment, which plays better on the big screen if the brand is trying to build awareness.

“The behavior is different when watching TikTok on a big screen, and the intent is different for consumers there,” said Steinberg. “For Facebook and Instagram, you log in to see what your friends are up to, you log in for a specific purpose. For TikTok, you log in for entertainment, and that falls into what viewers also do on YouTube and aligns more with CTV.”

Of course, the rise of Reels for Instagram, which offers similar short-form videos as TikTok (they are often just reposted from TikTok, actually), means that platform is more often being accessed for entertainment purposes as well.

Creating the best content for social CTV ads

Launching a campaign on social CTV, like other traditional TV programming, requires a more traditional approach. “Marketers can try to repurpose as much content as they can, but if you’re looking for best practices on CTV, you have to focus on narrative,” Steinberg said.

“With a 15-second or 30-second ad, you really have to rethink the call to action.”

After all, if your ad is on a social CTV app, it means that people are gathered around watching the content together. And they’re expecting to be entertained.

“Streaming apps are not a one-to-one experience, they are a cultural phenomenon,” said Lanny Geffen, director of customer experience and head of strategy at FUSE Create. “Brands have to think omnichannel these days. They can cast one ad to the big screen, while, simultaneously, viewers will be looking at something else on their personal screens. I expect to see any screen continue their experience in a way that’s appropriate to the device.”

For now, the size of the screen is the most important factor dictating the best practices for social CTV campaigns. But this could change as social media and the streaming and smart TV landscapes continue to merge.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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MARKETING

Salesforce winter 2023 release: The business executive’s guide

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Salesforce winter 2023 release: The business executive's guide

More than 150,000 companies are Salesforce customers. Salesforce’s share of the CRM market is about 25%. 

Few customers take advantage of the thrice-yearly release updates rolled out to every Salesforce user. I get it. Folks aren’t always paying attention to the releases because they’re focused on running their business, tending to the million things that come up each day. 

The full edition of this Winter’s ‘23 Release comes in at over 700 pages. The boiled-down, brass-tacks summary is still 32 pages.

Few business executives have the time and bandwidth to keep up with the ins and outs of these updates. Your admins and marketing operations people may slog through the whole doc but may not connect the dots between business initiatives and platform functionality. 

This series will connect those dots. I’ll summarize what you need to know about the latest release in five key categories: commerce, sales, service, marketing and loyalty programs.

I’ll cover the features that will help you make better decisions for your business and maximize how you use the platform. 

Based on features in this release, Salesforce is focused on:

  • Improving the base platform (adding ease that your hands-on admin and developer teams have requested for a long time).
  • Creating even more ways to connect with customers.
  • Offering more industry-tailored options that bring value to a business more quickly.

Robust support for subscription selling added to Commerce 

Adding a subscription pricing model benefits most businesses, whether you’re a fan belt manufacturer or an artisan dog food company.

Making it easier for your customer to buy your product is always a win-win, and this release makes implementing subscriptions more seamless from the backend with the Connect API tool. 

Connect API resources now support subscriptions and multiple product-selling models: 

  • One-time sales where products are sold for specific prices once. 
  • Term sales offer time-limited subscriptions. Products are sold and renewed for a specific amount of time, e.g. 12 months. 
  • Evergreen subscriptions offer products on a recurring basis until canceled.

Configuring charges for collecting local taxes in international jurisdictions was also enabled. 

Dig deeper: Salesforce unveils features to boost automation for marketing and sales


Get MarTech! Daily. Free. In your inbox.


Additions to sales enablement functionality

Overall, I’m loving the general focus on enablement through enhancements with dynamic forms, screen flows, and Slack integration. 

Teams can now build and launch enablement programs that drive to the most important KPIs for your business. You can now focus on specifics, like programs for a particular region or product, and offer incentives to drive business from them. 

And, dynamic form improvements mean end-users have more flexibility with fields and sections to display on page layouts. 

Sales teams can now better access, update, share records and get important notifications on their key accounts directly within Slack using a new integration. Sales can collaborate in account- and opportunity-focused Slack channels while accessing Salesforce data. 

And, you can make it easier for sales teams to work with colleagues throughout the enterprise in departments such as fulfillment, shipping, and finance. This is enabled using Slack and providing real-time access to data stored in Salesforce to everyone who needs it.

Next time, I’ll dive into the latest service, marketing, and loyalty programs features included in the Winter 2023 release.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.



About The Author

Joe Anzalone

Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.

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