B2B buyers increasingly rely on social media for purchasing advice, with nearly all consumers influenced by social media creators. The holiday season demands effective marketing strategies, and creator partnerships are essential. Recent trends indicate that streaming surpasses broadcast TV viewership, presenting challenges for adapting TV commercials for social media. Younger audiences, particularly Gen-Z, prefer influencers over traditional spokespeople, which necessitates unique content creation. Brands must consider attention spans on social media and adapt their strategies and assets accordingly, especially for connected TV platforms.
As of May, for the first time ever, more people are streaming content than tuning into broadcast television. Recognizing that watch times on social and streaming are overtaking linear, it may seem like a cost-effective solution to run your current TV commercial on the TikTok For You Page or an Instagram Reel, but it may not be an effective way to generate results.
Over half of Gen-Z survey participants associate stronger personal connections with influencers than with TV personalities or actors. And as Gen-Z and Millennial audiences seek relevance in social content versus traditional TV programming, why not serve TV ads that resonate better with the audience you're reaching?
The average attention span on social media is two seconds. Brands have less than that to capture the average person's attention on social, and a traditional TV asset doesn't possess the anatomy for quick digestion.
Instead, think about adapting your influencer assets for CTV. For example, my company recently partnered with a major satellite TV provider to pilot creator-led content on CTV in support of their initiatives.
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