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TikTok Publishes New Report on the Benefits of an Integrated Media Strategy to Boost Brand Messaging

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Yes, digital platforms are where everyone is consuming media these days, with more people spending more and more of their time using social apps to stay connected and entertained at all hours of the day.

But that doesn’t mean that traditional TV is dead.

As noted by TikTok:

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.

Despite rising focus on various apps, and despite video becoming the most popular content type across all of them, traditional TV still plays a key role in our connective process. Our homes are virtually built around the TV set as the central engagement device, and as such, it’s important to consider the potential of TV to communicate your marketing messages, even as you look to shift more focus to digital platforms.

Which is what TikTok’s latest report is all about. Looking at the merging of online and TV viewing, TikTok has provided a range of stats and data points to assist in campaign planning.

As per TikTok:

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 accustomed to being in control of their time, by skipping forward or changing their preferences, or simply sharing their thoughts, then and there, whenever something happens. How often do you find yourself grabbing your phone during an ad break, or even during a movie, looking up and actors’ name or some other detail?

As such, people are engaging in a different way. Which you can use to your advantage.

Linear TV, TikTok, and streaming services all provide marketing opportunities. But our research suggests that brands can compound success by combining these channels into a fluid video marketing strategy. Participants in this study who were primed by TikTok paid more attention to brand cues like product shots or branding when they saw them later on TV or streaming services.

TikTok TV integration report

TikTok also notes that it found similar effects in reverse, with campaign indicators increasing after people had been exposed to an ad on TV, then saw a follow up on TikTok.

TikTok TV integration report

Of course, not every business can afford to run a TV ad campaign. But with more affordable options like YouTube’s Connected TV offerings now on the rise, and seeing more traction with increased adoption of digital TV viewing on home TV sets, there are increasing opportunities to build more comprehensive outreach strategies that incorporate various elements to reinforce branding.

Which is what TikTok recommends:  

As consumer attention continues to expand across platforms, brands that embrace reflective multimedia strategies are seeing big results. Traditional TV and streaming services can be effective at introducing new content and informing culture. But platforms like TikTok are able to build a consistent stream of interaction and engagement that allows consumers to participate in these conversations and cultural moments.

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 time, more planning, and likely more investment, but the basic principle is that the way that people engage with media has changed, and they want to have the option to participate, not just consume.

Feeding into that, however, you can, can help to boost brand messaging.

There’s more insight and case study examples in TikTok’s full report here.

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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