Why Brands Should Leverage Social Videos on TV

By Rob Medved, CEO, Cannella Media

Launching in digital channels like paid search and social can bring cost-effective growth to many brands.  Digital targeting capabilities, low price of entry, and relative efficiency naturally make them a desirable proving ground.

 

Digital campaign performance may see diminishing returns even with additional channels like display and video. Many brands’ next logical step is to scale the campaign to increase upper-funnel demand and expand the retargeting pool to grow their customer base.

 

Many digital advocates turn to other digital channels like advanced/connected television (ATV/CTV), touting its hyper-targetability and minimum spends needed to get on the air. However, most effective ATV/CTV campaigns use minimum monthly spends that far surpass the price of entry for linear television.

 

Those who have ventured into linear television are reaching five to ten times the prospects with their video ads, flooding their traffic, and reigniting their lower funnel digital efforts. In short, if a brand is running video in social today, to continue growing, many should be running video in linear television as well.

 

Why Adapt Social Videos for TV

According to Nielsen, TV sees a weekly reach of 80% and a minimum usage of 30:46 among users older than 18. It reigns supreme compared to all the other platforms regarding time spent. Moreover, TV and radio collectively command the highest share of trust in advertising.

 

This reality makes it crucial for brands to consider a hybrid approach that implements digital social and TV advertising. For advertisers with a robust inventory of digital video marketing content, adapting creative for television is a smart and simple move.

Digital Social and TV Video Marketing: The Differences

While using social videos directly for television may be the first instinct for some advertisers, the two channels are starkly different. Using the same content without the appropriate edits will not work as expected. Here’s a quick look at how these two channels vary:

Digital Social

⦁ Shorter videos: Brands need to get the message across quickly (preferably in the first few seconds).

 

⦁ Ability to add links. Brands can use links to direct the audience to landing pages, product pages, or other web-based calls-to-action (CTAs), providing immediate response and attribution.

 

⦁ Different legal restrictions. For example, Instagram prohibits advertisers from mentioning personal attributes or displaying “before-and-after” transformations.

Television

⦁ Longer videos: Brands have more time to build value and instill a desire to buy before presenting the CTA.

 

⦁ Mass market reach. Brands can reach a bigger, more mainstream audience.

 

⦁ Less restrictive. This allows brands to be more direct with their advertising.

Moving from Social Digital Video to TV

With the significant differences between the two channels, brands will need to make a few changes to make their social videos fit for television. Here are a few basics that will make this possible:

Adjusting the CTA

One of the main differences between social and television creative is the CTA. Social videos may not necessarily include a CTA message in the content but instead have an action button such as “shop now” or “learn more.” Advertisers will need to move this CTA to the end of the television ad as end tags that can drive consumer action.

 

Moreover, social video CTAs typically include links that consumers can click on to visit a relevant landing page. That’s not possible in television advertising. Advertisers will have to use direct response CTAs that are more relevant in a television context.  Including unique offers, promo codes, and/or QR codes are some of the best practices utilized in many successful response-driven television campaigns.

Examining the Elements Leading up to the CTA/End Tag

Before the end tag can elicit a response, viewers engage with different elements of the video. This makes it crucial to re-examine the different elements that lead up to the CTA to ensure that they are appropriate for television.

 

With fewer restrictions and a longer amount of time, advertisers have the freedom to play up their messaging and video content. They can use multiple types of content – ranging from user-generated photos or before-and-after transformations to animated explainers.

 

Brands can better understand which types of content to use by laying out everything they have in their video marketing inventory. Testing out different options will help determine the top performers versus those that need some fine-tuning.

 

This doesn’t need to be guesswork.  A company’s endemic knowledge of its brand and guidance from a DRTV creative expert can expedite the filtering process, giving the TV ad the best possible chance to succeed.

Opting for More Assertive Messaging

While Instagram may not allow references to personal attributes of the audience, those types of restrictions do not exist for TV advertising. This gives advertisers some leeway for more direct messaging. Updating the messaging in existing social videos can help create more impactful television ads.

Scaling business effectively through television

Business growth will stagnate if reach doesn’t increase. Advertisers can get more out of their digital social videos by updating them for television. While there are plenty of ways to do this, the basics include:

 

⦁ Adjusting the CTA to create a compelling end tag that drives consumer action

 

⦁ Assessing and optimizing the content leading up to the end tag

 

⦁ Creating more direct and aggressive messaging

 

By taking a critical look at their digital social videos, brands can find ways to repurpose this existing content to reach more audiences, increase brand awareness, and fuel continued business growth.