Social Video: Why It’s Time for Brands to Embrace the New Television
As the CMO / VP Marketing of a consumer brand, it’s imperative to stay ahead of industry trends and adapt your strategies to meet evolving consumer preferences. One of the most significant shifts in recent years is the rise of social video as the new television. Linear television continues to see decreases in both reach and usage. Cable networks weekly reach is now at just 29%. The median age for broadcast prime TV is 65. 18-49 year olds spend more time per week on TikTok than they do with television. The days of traditional TV being the go-to for home entertainment have faced, and social video is taking its place, fundamentally changing how we connect with our audience. Let’s delve into why social video is the new television and why vertical video, in particular, is a game-changer for brands like ours.
The Evolution of Entertainment
Television has long been a staple of entertainment, but the landscape is transforming. Consumers are increasingly turning to social media platforms for their content fix. Platforms like TikTok, Instagram, YouTube and Snapchat are not just supplementary sources of entertainment; they are rapidly becoming the primary ones. This shift is driven by the demand for on-demand content, personalized experiences, and interactive engagement.
For you as a brand, understanding this shift is crucial. Your audience no longer wants to sit through generic TV ads or wait for scheduled programming. They are looking for content that speaks directly to them, aligns with their interests, and fits seamlessly into their daily lives.
The Power of Vertical Video
One of the standout features of social video is the dominance of vertical video. Platforms like TikTok and Instagram Stories have popularized vertical video, and its impact on content consumption cannot be overstated. Here’s why vertical video is more than just a trend—it’s a strategic asset for brands:
1. Mobile-First Viewing Experience
With over 80% of social media time spent on mobile devices, vertical video is tailor-made for the way people consume content today. Unlike traditional horizontal videos, vertical video takes full advantage of the mobile screen, providing an immersive and engaging viewing experience. As a brand, this means your content can captivate users’ attention more effectively and fit naturally into their mobile-centric lifestyles.
2. Enhanced User Engagement
Vertical video has been shown to drive higher engagement rates compared to horizontal formats. The vertical orientation aligns with how users naturally hold their smartphones, making content more accessible and engaging. For your brand, this means you can create content that feels more personal and integrated into the viewer’s experience, fostering stronger connections and interactions.
3. Optimized for Social Media Algorithms
Social media algorithms favor content that keeps users engaged, and vertical video often performs better in this regard. By producing vertical videos, you can enhance your chances of reaching a broader audience and appearing more frequently in users’ feeds. This improved visibility translates to higher engagement and increased opportunities for your brand to make an impact.
4. Creative Flexibility and Flair
Vertical video opens up new creative possibilities. The format encourages experimentation with different storytelling techniques, from quick, attention-grabbing clips to immersive, full-screen experiences. This creative flexibility allows you to craft content that stands out and resonates with your audience, whether it’s through dynamic visuals, interactive elements, or engaging narratives.
The Strategic Shift in Advertising
The rise of social video is not just about content consumption; it’s reshaping how you approach advertising. With social video, you can leverage advanced targeting options to reach specific demographics with tailored messages. Advertisers can target users based on the specific types of content with which they interact. While addressable TV and other forms of OTT have similar capabilities, the signals available in social video are unsurpassed. The ability to analyze real-time data and adjust your strategies on the fly gives you a significant edge in crafting effective and relevant advertising campaigns.
Embracing the Social Video Era
As you navigate this new landscape, it’s clear that social video, especially vertical video, is not just a replacement for television but a powerful tool for brand engagement. By embracing these trends, you can create more impactful content, engage with your audience on a deeper level, and drive meaningful results.
The future of entertainment is here, and it’s vertical. As a forward-thinking brand, it’s your opportunity to lead the charge in this new era of social video. Seize the moment and connect with your audience in ways that truly resonate.
BJ Cook
President at 85SIXTY and outdoor adventure enthusiast
