Supercharge your video entertainment strategy

The media landscape is fluid and ever-evolving. Marketers need to be, too.

As the world of entertainment becomes increasingly dynamic, traditional TV consumption has begun to decline. That doesn't mean that people are consuming fewer hours of entertainment; in fact, overall video consumption has been steadily increasing as options and access to entertainment increase and diversify.

Despite viewers having more options, Linear TV (or traditional TV) remains extremely influential within entertainment and will continue to be a marketing tentpole. But as consumer attention spreads across new platforms, so should marketing strategies.

In this fragmented new world, attention and engagement are vital

The reality of TV and streaming services is that consumers can't actively engage with them, leaving them to turn their attention elsewhere. And some platforms hold people's attention better than others.

> Community. There are countless different communities within the TikTok platform and 80% of respondents said they wanted brands to make TikTok videos that inspire their communities to try something new in real life.¹ This could be a new hobby, activity, recipe, or something else.

> Culture. 70% of respondents believe that TikTok communities have the power to create real cultural change.²

> Discovery. Since the TikTok algorithm is based on content engagement rather than social connections, the content feed gets even more personalized and inviting. That's why 70% of TikTokers say that they have discovered new products and brands on the platform that fit their lifestyles.³

To identify the optimal mixed media marketing strategy for brands, TikTok recently commissioned original research studying the intersection of linear TV, streaming services, and the TikTok platform. How do these platforms fit together and which combination is the best for advertising? Well, here's what we found.

Two platforms are better than one

Linear TV, TikTok, and streaming services all provide marketing opportunities. But our research suggests that brands can compound success by combining these channels into a fluid video marketing strategy.

Participants in this study who were primed by TikTok paid more attention to brand cues like product shots or branding when they saw them later on TV or streaming services.

There is a similar trend even when TikTok is paired in a different order. Participants showed an even higher lift in attention when they first saw a brand on TV or a streaming service, then saw that same brand on TikTok.

It doesn't stop at attention

Since the TikTok algorithm runs on a content graph as opposed to a social graph, the For You Page is able to suggest highly relevant content. This study shows that pairing the TikTok algorithm with TV or streaming services therefore doesn't only lift awareness, attention, and engagement, but it also boosts brand likability and relevance.

Above are the benefits of pairing video platforms. TikTok paired with traditional TV leads to a lift in relevancy and likability. We see the same trend when TikTok is paired with streaming services, but on a slightly larger scale.

End the monologue, start a dialogue

As consumer attention continues to expand across platforms, brands that embrace reflective multimedia strategies are seeing big results.

Traditional TV and streaming services can be effective at introducing new content and informing culture. But platforms like TikTok are able to build a consistent stream of interaction and engagement that allows consumers to participate in these conversations and cultural moments.

This combination of platforms can be used in endless creative ways. Here are two effective combinations we've identified through our research.

Use TV and streaming content to inform your TikTok videos

Use TikTok to promote engagement with characters, brands, and ideas introduced in linear TV and streaming services. If these traditional video platforms introduce a monologue, TikTok introduces the dialogue.

Vrbo ran a Hashtag Challenge that utilized the same music and creative concept from a recent TV campaign. By leveraging a robust media plan and tapping creators, Vrbo not only succeeded in extending their campaign to the TikTok community, they also drove mass reach and engagement.

The Hashtag Challenge garnered 4.7 billion views in just three days, and boasted nearly 2 million Video Creations in the United States, as well as almost 12 million total comments and 37 million total shares.

"We wanted to really bring to life the idea of celebrating the people that make staying in a Vrbo so special, and as one of the fastest growing social platforms out there today, TikTok felt like the perfect place for us to launch this effort as part of our larger campaign media ecosystem, including TV.” - Nisreene Atassi, Sr. Director, Global Head of Social Media and Influencer Engagement.

Use TikTok trends, contents, and creators to inform TV and streaming content

 A recent cross-platform Old Navy campaign started with a piece of content that was organically posted by a community member. He noted how the particular song he was using had the perfect sound for an Old Navy commercial. Commenters leaned in with ideas for the commercial. So what did Old Navy do?

Old Navy engaged the community, honored the suggestions, and produced the "Written by the Internet" spots that ran across TV and TikTok.

TikTok, in addition to TV and Streaming, is a turnkey way to use entertainment as a vehicle to build connections and conversation with your audience. Learn more about how to get started using TikTok for your business below.

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1. TikTok Marketing Science Global Community and Self-Expression Study 2021 conducted by Flamingo

2. TikTok Marketing Science US, Understanding TikTok's Impact on Culture Custom Research 2021, conducted by Flamingo

3. TikTok Marketing Science Global Retail Path-to-Purchase Study (US Results) 2021, conducted by Material