How to Fuse TV and Social for Blockbuster Advertising Success
Nearly 90% of consumers use social and TV simultaneously. Learn how to integrate your ad channels to drive your best ad revenues, ever.
Modern life has become a tale of two screens.
- We watch an average of five hours of TV every day.
- We spend two hours on social media each day.
- Nearly 90% of consumers use more than one device at a time.
Brands that orchestrate an ad strategy to reach both social media and TV ad mediums will drive revenue.
The challenge is integrating these platforms to create ad campaigns that are more effective together. This requires an understanding of how social media and TV overlap.
According to Buffer, brands use social media primarily for brand awareness. People trust brands they interact with on social, but they don’t trust ads served on social media.
You can grow an authentic relationship with users on social media, helping to improve brand evaluation, referrals, and loyalty. But with low reach and low perceived ad trustworthiness, social media’s immediate impact on purchasing is minimal.
By comparison, TV nets high impressions and impacts purchasing directly. A recent consumer survey finds that TV is 18% more likely to influence a purchasing decision than social, making it the most influential of ad mediums.
TV radiates legitimacy and social media boosts engagement. The way forward is using social to increase the ROI of TV while simultaneously adding social media followers via broadcast.
Five key strategies are on the table:
- Invest in viral creatives
- Employ branded hashtags
- Broadcast your social presence
- Join TV time
- Leverage real-time marketing
Let’s look at five examples of brands that successfully fused TV and social media for blockbuster success.
1. Invest in Viral, Creative TV Advertisements
Sensational TV spots allow you to entertain both offline and online audiences, earning engaged followings and predicting future revenue.
Investing in a viral TV spot with crossover appeal will boost the ROI of your ad campaign and spark an organic conversation around your brand.
One example is Burger King’s irreverent ad that jokes about activating Google in-home devices with the key phrase “OK Google, what is a Whopper?”
Social media responded by sharing videos that punked the brand’s Wikipedia page into saying hilarious things. Google issued a formal condemnation, further stirring the controversy.
Meanwhile, the ad earned over 5,000,000 shares.
The hubbub allowed Burger King to showcase its edgy personality to a wide social audience.
According to Sprout Social, 41% of followers unsubscribe from brands because of lack of relevant information.
Burger King’s ad incorporated a relevant topic that distinguished them from competitors, helped acquire followers, and kept the flame-grilled burgers top of mind.
2. Use Branded Hashtags
TV ad campaigns that include a branded hashtag help to unify your cross-channel identity and promote revenue.
Nearly 60% of consumers are more likely to buy from a brand they follow and need to view a product 2-4 times before purchasing online.
An integrated ad campaign boosts your social visibility with offline audiences while encouraging the necessary engagement to drive sales.
Hashtags also make your online presence searchable, giving followers a direct route to your brand while providing a signpost for advocates and influencers.
The best hashtags are evergreen magnets for engagement. For example, the hashtag #MyCalvins has garnered over 180,000 Instagram user photos since its inception in 2014.
Calvin Klein teamed up with influencers like Justin Bieber to drive results across both mediums during Super Bowl XLVII.
By repeating the hashtag throughout the TV spot, the ad campaign netted over 30,000 Tweets and almost 1 million likes on Instagram.
While paid media helps attract new revenue, increasing the spread of organic media works to secure loyal, recurring revenue from existing customers.
3. Broadcast Your Social Presence on TV
To create an intimate sense of community at scale, feature user-generated content (UGC) from social media on TV.
Such a genuine display of brand experience spotlights your social following, invites users to participate and reaffirms their loyalties.
The social proof from real customers also confers trust on your brand.
This spot from Coca-Cola is 100% UGC, invoking customer voices to illustrate the value of friendship behind the #ShareaCoke campaign.
Ads like these are instrumental in differentiating the brand from the less-beloved soft drink competitors.
4. Join TV Time
To increase the impact of TV advertisements, engage your followers around the shows that surround your ad buy.
A recent report from Google found that 55% of TV ad time receive no attention due to channel changes, task switching, and fast forwarding.
Obviously, TV ads only work when viewers are watching. If you know where and when users talk, you can reach your audience to spread your message.
According to Twitter, 60% of avid TV watchers use the platform to watch video clips and 57% follow what people are saying with hashtags.
Get this audience engaged by joining their discussions on Twitter and sharing clips of your TV ads to direct them to your brand.
A social media presence that supports TV spots has been shown to:
- Focus attentions when ads play
- Plug gaps in exposure
- Improve ad recall up to 9%
For example, to combat distractions and steer attention, Domino’s uses a Tweet that points out their humorous TV spot following Game of Thrones.
The concurrent Tweet earned over 1,000 Retweets and almost 2,000 likes. Previewing the ad on social media primes viewers for valuable double exposure and activates social-only viewers as well.
5. Leverage Real-Time Marketing
Real-time marketing allows savvy brands to drive viral success across social media, simply by commenting from the sidelines.
For example, Oreo’s “You can still dunk in the dark” Tweet from Super Bowl XLVII was a blowout success.
The perfectly timed commentary stole the show, receiving 15,000 retweets and 20,000 likes on Facebook.
This was no accident. Oreo knew spectators would have their phones handy. To capitalize on such situations, the brand assembled a team of copywriters and social media strategists.
Ultimately, the Tweet ballooned the brand’s Twitter and Instagram pages from 2,000 to 8,000.
The agile, real-time marketing approach is “not as popular as it should be,” according to Jonah Berger, a professor at The Wharton School and author of the book, Contagious: Why Things Catch On.
Remarkable things are used as social currency and will always fuel our engagement.
Integrate Your Advertising
Integrated ad campaigns that earn the trust of both your social media and TV audience can drive immediate and foreseeable ad revenue.
While you engage your customers on social media, point them to TV as well. This will increase the impact of your offline advertising and garner validation for social promotions.
As you run TV advertisements, call on your social media followers.
Want to learn more about advertising on Facebook? Here's "How to Drive Results With Facebook Ads."