Advertisers On Social Media Networks Could Try New Approaches While Using CTV Applications.

Marketers need to adapt their methods to take advantage of the growing popularity of linked TV applications like Facebook Watch, Tik Tok TV, and others.

Big brands in social media, like Facebook and TikTok, are already surfacing in applications on smart TVs, providing social media marketers a new channel to consider. Although CTV increases exposure, marketing using TV-based social media applications requires a different approach.

According to Katelyn Sorensen, CEO of social media marketing company Loomly, “the difference is in how marketers have to think about those apps.” You never know who’s going to be viewing your TikTok videos, whether they’re viewed on the Fire Stick or in some other location.

What sets CTV applications apart from native mobile social networking apps

To begin, it is possible that advertisements for a brand’s mobile-first social media campaign will not be as successful when seen on a desktop computer. As a result, advertisers need to give greater consideration to how their campaigns would look when scaled up.

Inquire further: the year 2022 Advertising trends: CTV and the X-Channel

According to Sorensen, “the evolution of social is that it’s moving to TV,” which makes a lot of sense right now due to the growing importance of video content in the television business.

It’s important for marketers to think about how well developed the social CTV app they’re targeting actually is for commercials. For instance, many of the app’s adult targeting features are now accessible on Facebook Watch. TikTok TV, which debuted in November 2021, is more recent and less targeted, despite its vast reach, which currently exceeds 1 billion users across all devices.

Shong predicts that TikTok TV will evolve over time. Ads on Facebook may be followed precisely wherever they appear, whether on a computer, a mobile device, or any other platform. If TikTok keeps up with the times, you can expect this function soon. To differentiate material for TikTok on mobile devices from that on TV is currently challenging.

Director of digital media at Toronto’s FUSE Create, Rita Steinberg, claims that an advanced social platform can reveal whether or not CTV advertising work better than those in other settings.

Producing top-notch material for social CTV commercials

A more conventional strategy is needed for launching a campaign on social CTV, just as it would be for launching a campaign on any other kind of television. To find success with CTV, story is key, even though “marketers can try to repurpose as much content as they can,” as Steinberg put it.

After all, if your commercial is on a social CTV app, it suggests a group of people are congregating to watch the programme. They want to be amused, after all.

According to FUSE Create’s director of customer experience and head of strategy, “streaming apps are not a one-to-one experience, they are a cultural phenomenon.” These days, brands need to have an omnichannel strategy. They can send one commercial to the large screen while the audience members at home watch something different. Any screen should be able to pick up where another left off in a fashion that makes sense for that screen.

Best practises for social CTV campaigns are now most heavily influenced by screen size. However, this may shift as social networking, streaming services, and smart TVs continue to converge.

For one customer, Steinberg saw that their YouTube advertisements on CTV were doing better than their other social media ads during a recent campaign. As a result, she increased funding for CTV advertisements on YouTube.

Marketers need to figure out what they hope to achieve with their campaign before deciding on a social media platform. Some social media CTV applications, for instance, are primarily designed to be entertaining, which works to the brand’s advantage when shown on a large screen.

“The behaviour is different when watching TikTok on a big screen, and the intent is different for consumers there,” remarked Steinberg.

However, with the popularity of features like Reels for Instagram, which include short-form films like TikTok (and are sometimes simply shared from TikTok), even Instagram is being used more frequently for entertainment purposes.