CTV App Publishing Requires Novel Strategies From Social Media Marketers.

Marketers will need to adapt their methods to take advantage of Facebook Watch, Tik Tok TV, and other linked TV applications.

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, promoting via TV-based social media applications requires a different approach.

Marketers must approach these applications differently, according to Loomly CEO Katelyn Sorensen.

CTV applications vs. social media apps built from the ground up for mobile platforms.

A brand’s social media advertising, for example, may not be as successful on a desktop computer as they are on a mobile device. As a result, advertisers need to give greater consideration to how their campaigns would look when scaled up.

To ensure that your video looks great on a screen as large as 82 inches, bear in mind that your ad may appear on the TV app, as explained by Austin Shong, Loomly’s marketing lead.

Sorensen opined, “The evolution of social is that it’s moving to TV,” noting the increasing relevance of video content in the television business.

The level of advertising development in the social CTV app should be considered by marketers. 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, yet having a wide reach, with over 1 billion consumers tuning in across all devices.

“I expect TikTok TV to evolve over time,” Shong remarked. 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.

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 should know what they hope to accomplish with their campaign before deciding on a social media platform. Some social media CTV applications, for instance, are primarily designed for amusement, which works to the brand’s advantage when displayed 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.

Making the most effective 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.

“You really need to rethink the call to action with a 15-second or 30-second ad.”

After all, if your commercial is shown on a CTV app, social viewing is occurring. They want to be amused, after all.

Lanny Geffen, director of customer experience and head of strategy at FUSE Create, put it this way: “Streaming apps are not a one-to-one experience, they are a cultural phenomenon.” Today’s successful brands must adopt an omnichannel strategy. One advertisement can be broadcast on the big screen while the audience members’ individual displays display other content. Any screen, in my opinion, should be able to carry on the experience in a way that makes sense for the screen size.

Best practises for social CTV campaigns are now most heavily influenced by screen size. However, with the further integration of social media, streaming services, and smart TVs, this may soon change.