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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.

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“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.”

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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.

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

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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

Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover

“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

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AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

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Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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