Posts

,

Marketers Shifting TV Budgets to Social Media

Television has been the cash cow for advertising budgets for over 50 years. However, for the first time ever, digital advertising usurped television advertising spends in 2016. Now, big brands are turning to social media and the digital world to market their products.

As a new medium becomes king, there becomes a new way that its followers consume the message. In the digital world, the majority of individuals, specifically those in the younger generations, consume their content via their smartphones. As content consumption shifts to social media and smartphones, brands must adapt and transfer their marketing budgets towards new applications and methods of distribution.

social-media

Deep Patel of Forbes says, “Marketers need to focus on building social media campaigns that are mobile, diverse and realistic.” Patel recommends that advertisers abide by five marketing mantras:

  1. Invest in Interactive Technologies: Brands can develop their own collaborative applications that require interactivity with potential customers.
  2. Feature Diverse and Gender-Neutral Subjects: Social media is the anti-Fox news. The younger generation is shifting away from traditional TV binaries and they want more liberal-focused content.
  3. Analyze Brands Gen Zers Already Love: There are certain brands that are ahead in the content consumption race including YouTube, Revolve, and Nike. Study the social media content the experts are creating and what platforms they are utilizing.
  4. Select Social Media Platforms Wisely: While Facebook is a major moneymaker for brands; Gen Z is shifting towards Instagram and Snapchat. Brands need to take inventory of their key demographic and create content on that specific demographics social platform.
  5. Include Paid Elements to Accelerate Engagement: While organic content is important, brands need to pay to play in the world of social media. Digital advertisers need to keep in mind that Gen Z and the digital generation connect with “real people in real situations” instead of the cookie cutter image on traditional television.

Source

Patel, Deep. “5 Tips for Creating Social Media Campaigns for Gen Z.” Forbes. 12 Aug 2017. https://www.forbes.com/sites/deeppatel/2017/08/12/5-tips-for-creating-social-media-campaigns-for-gen-z/#7f6a36bf5901

,

Social Media: Your Gateway to Generation Z

The video business is back and bigger than ever with audiences shifting from television to social media for their content consumption. YouTube and Facebook are the two main digital platforms that are prioritizing video content. As these two digital giants race to reign, brands can capitalize on this shift in advertising dollars.

Facebook

In 2014, Facebook started displaying in-feed video advertisements. Now, the digital behemoth is focusing its efforts on live streaming, pre-roll and mid-video advertisements. While Facebook used to focus on photo and written updates, the social media platform switched to video content to usurp YouTube.

social-media

Live Streaming

Almost all of the social media platforms are now incorporating live streaming into their networks. YouTube, Instagram, Facebook, and Twitter all own unique streaming technologies. In order to promote live content, the social media algorithms are prioritizing live streams into the top of users newsfeeds. By utilizing the live feed, it is the perfect time for brands to shine in front of followers internationally.

TV Dollars Dive into Digital

According to Debra Williamson of AdAge, “RBC and Advertising Age have found that the percentage of marketers using TV ad dollars as a source of funding for digital campaigns is on the rise. In February 2016, 40% of respondents said they were doing so, up from 37% in September 2015.”

social-media

Targeted Marketing

The beauty of digital marketing is that potential customers can be keenly targeted. Tina Mahal, vice president of innovation at Frito-Lay was quoted in AdAge, “"It requires balancing the total media budget to reach consumers in the most effective way. It doesn't necessarily require an additional investment -- it just requires making smarter choices so that the brand is where the consumer is.

Are you utilizing social media for your ad campaigns? Contact our Concepts Video team today to start your social campaign.

 

Source

Williamson, Debra Aho. “TV Budgets Shifting to Social? Yes, it’s Time to Worry.” AdAge. 23 May 2016. http://adage.com/article/digitalnext/tv-budgets-shifting-social-time-worry/304078/