Television: a Powerful Device for Connection in Today’s Digital Landscape – Part 2

In part 1, we answered the Q, “Just what is TV,” examined the growing popularity of TV, and how it remains a powerful medium for connection. In part 2, we’ll explore how TV and influencers make a powerful combo for brands, then consider innovations that could be on the horizon.

Crossovers with TV & Influencers

Powerful Device. Crossovers with TV & Influencers

We may think of TV stars and influencers as two distinct types of celebrities, but there is overlap. Some influencers first stepped into the spotlight through means other than social media, then leveraged that fame to grow a social following. For example, Patric Haziri from The Bachelor, and Sara Leutenegger from Germany’s Next Top Model. The same is true for comedian Jonny Fischer, model, and former Miss Switzerland Christa Rigozzi, and singer Linda Fäh. Lina Senn is one of several influencers Kingfluencers has worked with on an ongoing basis to build successful long-term collaborations for L’Oréal. Lina also hosts the TV show, “First Dates Switzerland.”

Crossovers are also predominant amidst screens and programming. With YouTube integrated into new smart TVs, audiences consume social media on their large, wall-mounted TVs, while also watching TV programming on their mobile phones and tablets. Consumers seek quality content that resonates, and they consume it through a blend of channels and devices.

TV + Influencers = Powerful Combo for Brands

As we wrote in, “Influencer Marketing vs. Legacy Advertising,” traditional ads are a deviation from the content audiences want to consume. Conversely, influencer marketing fuses ads into the desired content. Influencers are seen as trustworthy opinion leaders and their content as authentic, unlike traditional advertising. People relate to influencers, and their recommendations are imparted with relevance and credibility. To their community members, an influencer can feel like part of their friendship circle, helping drive high levels of engagement.

Partnering with influencers is a powerful tool for brands to create engaging and authentic video content, build trust, and connect to consumers in order to fuel growth. Meanwhile, television in general remains the video channel with the widest national reach. With our new Influencer TV Spots service, Kingfluencers combines all this into one effective and efficient advertising format.

Working with Kingfluencers, influencer content can be broadcasted just like a TV commercial in the style of a social media story, such as a TikTok or Instagram Reels, lasting for up to 15 seconds. Repurpose your existing influencer marketing content for a second lifecycle on television. Promote your stories in new ways to increase campaign reach and maximize ROI. You also have the option to place fresh, new ad content on the sides of your spot to fill the TV frame. By embedding trackable CTAs like QR Codes with scan-to-shop features, discount offers, and integrated contests, you can generate direct engagement.

Through our exclusive partnership with Admeira, Kingfluencers is the only influencer marketing agency to offer this unique cross-media synergy between social media and TV in Switzerland. Reach your target audience on channels such as SRF 1, SRF 2, Swiss 1, TF1, RTS1, or more. Frank Zelger, CEO of Admeira, told Werbewoche, “With this new form of advertising, the digital campaign is optimally extended and generates additional reach thanks to the power of TV.” Then Admeira TV is in the top 4 behind YouTube, Instagram, and general TV – and still 4 places ahead of TikTok in terms of Swiss reach. In total, 5.29M people can be reached weekly via the Admeira TV channels, which is more than 60% of the Swiss population.

What’s Next? A Look Ahead

TV continues to be a powerful medium in the lives of people of all ages, worldwide. We may see linear (live) television events merge with the connective power of the metaverse. With virtual worlds, TV viewers can transcend merely “viewing” to achieve the feeling of physical presence during exciting events of global significance, such as expanding space travel.

Incorporating the metaverse can drive more intense experiences and drive a variety of deeper connections on a global scale. Reality TV programming, including contests, no longer need to be limited by physical borders. Dr. Alen Lipuš, PhD, R&D Manager @ Pro-Bit, stated, “There’s nothing better than physical touch, but the metaverse is the next best thing.” We might even just sit down on a virtual couch, ‘together’ in the metaverse to enjoy a soccer game.

In 2017, Netflix began offering “interactive” shows in a “Choose your own adventure” style. Fusing such viewer participation with the sense of togetherness the metaverse brings could generate fresh, new immersive experiences.

Having started in 1927, TV may be nearly a century old, but it’s far from a dying format. Kingfluencers’ Influencer TV Spot merges the power of TV with the trustworthiness and unmatched appeal of influencer marketing to gain unbeatable reach at an accessible cost. Contact us to learn more about this unique offer or to book your exclusive advertising package.

Author: Megan Bozman, Owner @Boz Content Marketing

Television: a Powerful Device for Connection in Today’s Digital Landscape – Part 1

Electronic television was first successfully demonstrated in San Francisco on 7 Sept, 1927. In Switzerland, television transmissions first commenced in 1939. In 1963, TV surpassed newspapers as an information source for the first time.

Considering the medium could now be deemed “ancient,” is it still relevant? What role –if any– does it play for modern brands?

Just What is TV?

Just What is TV

Maybe that sounds like a strange question, but with the broad landscape of digital media, we do need to provide some clarity. While it’s clear that video ads on platforms such as TikTok and Facebook are social media ads, there’s much overlap. For example, many people watch shows on their wall-mounted television set via YouTube. Is that “TV”?

Yoeri Gabriel Callebaut, Co-CEO and Chief Growth & Marketing Officer, Kingfluencers, said, “I only watch streaming services like Netflix, Disney +, Apple +, or live CNN.” It’s the same for Kingfluencers content writer Megan Bozman, whose family “cut the cord” back in 2017, eliminating cable services for exclusively streaming, accessed via Roku.

Without live TV, are we actually watching “TV”?

The Changing Landscape: TV Defined

We’ll start with some definitions, taking insights from StackAdapt, a self-serve programmatic advertising platform. “Linear TV is essentially live television…It’s called ‘linear’ TV because of how the content is consumed. Viewers can only watch programming at its scheduled time, and via a specific channel.” Linear TV includes broadcast (free) as well as cable.

Regarding advertising, “Connected TV (CTV) includes any ad that plays before or after the streaming of content on connected TV devices, whereas linear TV ads are delivered during the commercial breaks of traditional TV programming.”

“Over-the-Top (OTT) is the term that describes the delivery of TV content through the internet and over the standard, closed TV system. 

CTV is a subset of OTT. OTT is the method for delivering video content, and CTV is the device on which a viewer sees that content.

For our purposes in helping brands generate meaningful connections, Kingfluencers will refer to all of the above as “TV.”

The Historical Growth of TV Advertising 

TV has had numerous, varied impacts on history. Kingfluencers writer Megan recently watched, “The Food that Built America,” which aired on the History Channel. (Yes, she’s a cord-cutter. The History “Channel” is available via streaming on Hulu.) The Swanson company had 260 tons of frozen turkey left over after Thanksgiving and dreamed up the “TV dinner,” a frozen-meal on a tray. In 1954, the first full year of production, Swanson sold ten million trays.

In this case, TV influenced not only the explosive growth of the product through advertising but the very creation of the product itself. The fictional series Mad Men is dedicated entirely to the lives of executives at ad agencies creating such campaigns.

The Rise – and Fall – of Cable TV

From 1980 to 1990, the number of cable networks grew from 28 to 79, fragmenting the TV landscape. The early 2010s has been described as the golden age of cable. In October 2010, over 105 million U.S. TV households were pay-TV subscribers, a penetration of over 90% of TV homes. By 2013, the average TV household had over 189 channels. Considering they watched only 17 of those 189, the frustration over bundles is easy to understand. Consumers in all industries want to avoid being forced to pay for things they don’t want. In Switzerland the rise of cable TV implied many different programs, considering that Switzerland speaks 4 different languages, whereas regular broadcasting began in German and French, but also Italian and even a few Rhaeto-Romantic channels were introduced. Apart from a few local attempts though, the SRG long held a monopoly-like position as a provider of Swiss television channels. For a long time, self-produced entertainment was almost exclusively limited to show and quiz programs, while fictional offerings came mainly from (neighboring) countries or the US.

Unsurprisingly, streaming has had a significant effect on cable TV, in the same way cable TV had on broadcast TV decades ago. Streaming is now leading to a decline in cable subscriptions. Cable companies have long fought to keep the profitable “fat cable bundle” business model intact, but in 2015, began paring down bloated bundles to stem the tide of cord-cutters.

A 2017 TechHive article outlines multiple events that “portend disaster for the bloated TV bundle,” as cable subscriptions decline and an intertwined set of forces are ripping apart the TV bundle. Meanwhile, streaming services are taking extensive action to win – and retain- consumers’ attention. In 2018, for the first time, streaming platforms such as Hulu and Amazon Prime delivered more original series programming than broadcast and cable networks.

Just What is TV

The Growing Popularity of TV in Switzerland

TV viewership among Swiss people aged 15-29 has increased 57.7% since 2020. According to IGEM, 6.3 million Swiss people (94% of the total population) watch TV, and 65% of the Swiss population watches television every day (excl. streaming services). On average, Swiss people aged 15-29 watch 108 minutes of TV daily. This number is even higher for older age groups. Classic television has more than twice as many viewers as Netflix (2.8 million / 42%). Compared to YouTube (4.6 million, 68%), TV has 1.7 million more viewers.

Globally, the number of TV viewers has continued to steadily increase and is set to reach approximately 5.68 billion people by 2026. This year’s Tour de France attracted the biggest TV audiences for European Broadcasting Union (EBU) Members overall in terms of hours viewed since 2015.

Recognizing these opportunities, media organizations are making a variety of increased investments. Sky Studios is targeting a “significant increase” in drama and comedy investment and will be producing 200 originals this year alone. The pay-TV giant recently hired Academy Award-nominated producer Tobias Rosen in the newly-created role of Vice President in Germany. 

TV is a Powerful Medium for Connection

TV is a Powerful Medium for Connection

The role of TV in the lives of people far exceeds mere entertainment. TV keeps us informed worldwide, beginning decades back with events such as the first moon landing and the fall of the Berlin Wall.

TV builds connections across borders, as well as within towns and living rooms. Watching our favorite local sports team, we can celebrate (or mourn, as the case may be) alongside our neighbors. We can watch expectantly to see who The Bachelor gives a rose or who doesn’t dance well enough behind Lizzo and gets kicked out of the house.

People can enjoy these events together, whether we’re sitting on the same sofa or not. When combined with the power of social media, we can discuss programming in real-time, on a global scale. A quick glance at platforms from TikTok to Reddit reveals numerous TV-related posts — sometimes rebelling against the show creators with hilarious outcomes.

In part 2, we’ll explore how TV and influencers make a powerful combo for brands and take a look at what could be next on the horizon.

Author: Megan Bozman, Owner @Boz Content Marketing

Social Commerce: How To Use Social Commerce For Your Brand

Social media has risen to become an integral part of content marketing. It has completely revolutionized the way we communicate, share information, and interact with others. Originally, people worldwide depended on these various platforms to connect with friends and family, share photos and videos, and stay informed on news and current events. However, changes within the e-commerce space now make social media an excellent marketing tool for people within the e-commerce space to put out their goods and drive sales. In this article, we will thoroughly explore the place of social commerce in modern-day marketing.

What Is Social Commerce?

Social commerce uses social media platforms to promote and sell products and services. This trend is rapidly growing and transforming the world of e-commerce and it is also making waves among businesses and consumers alike. Social commerce involves the use of product catalogues, user reviews and ratings, social proof, influencer marketing, and other social media marketing tactics to drive traffic and sales. Businesses can now take more advantage of social media by tapping into the social networks of their customers and reaching new audiences, while also offering a more seamless and convenient shopping experience for consumers. Examples of this innovative idea include both Instagram and Facebook shopping features, which allow businesses to make sales on the platforms.

The Evolution of Social Commerce

It is essential to understand how social commerce evolved. E-commerce has been around for quite a while but became widespread during the rise of the internet in the 1990s. At its inception, e-commerce was limited to a monopoly of large businesses with the resources to build online e-commerce websites from scratch. 

However, the rise of online platforms like Amazon, eBay, and Alibaba made e-commerce opportunities available to small and medium-sized businesses. Another factor that influenced the growth of e-commerce was the dominance of mobile devices. With the increasing use of smartphones and tablets, consumers shifted towards mobile shopping. As a result, businesses had to adapt their e-commerce strategies to accommodate mobile users. 

The e-commerce industry is currently a multi-billion dollar industry with much room for growth. According to Statista, global e-commerce sales are projected to reach $ 6.54 trillion USD by 2023.
Find out in our article Emerging Retail Trends, which are the trends to keep an eye on in 2023.

The Rise of Social Media

While e-commerce was growing, social media was also experiencing rapid development. The first social media platform, Six Degrees, was launched in 1997. It wasn’t until the launch of Facebook in 2004 that social media started gaining widespread popularity.

Since then, social media has grown from a peripheral to an integral part of our lives. A 2021 report estimated that there were 3.78 billion social media users worldwide (almost half of the global population). In Switzerland, 3.5 million Swiss people use Instagram and 2.06 million use TikTok (Statista, 2023). Today, social media has undoubtedly become an excellent tool for businesses to promote their products and services, engage with customers, build brand awareness, and drive traffic to their website. If you’d like to learn more about this topic and also wonder what inspires and influences Swiss consumers on social media, don’t miss our study The Power of Digital Influence.

The Convergence of Social Media and E-commerce

The continued romance between social media and e-commerce led to a convergence. As more companies sought ways to better leverage social media for their e-commerce businesses, social media platforms started creating features that made it possible for people to buy directly on these various platforms. Social commerce has become more prevalent in recent years, driven by the increasing use of mobile devices and the rise of social media platforms that support e-commerce. Social interaction has also been fueled by the COVID-19 pandemic, which has accelerated the shift toward online shopping.

Top Social Commerce Platforms

Here is a list of the top social commerce platforms that are being used for product sales worldwide:

Facebook

Facebook has been around forever and is at the top of this list. According to Statista (2023), over 60% of users in the United States on Facebook have made purchases on the app at one point or another. That’s over 50 million people. And according to Statista (2023) it is predicted that this number will increase every year. So if you are trying to venture into social commerce, Facebook should be the first platform on your mind. 

Instagram

According to statistics from Instagram, 50% of its users use the app to search for and discover new brands, products, and services. What’s more, 44% of these users shop on the platform. The features available on the platform for businesses include shop tabs, shopping tags, ads, and shopping through DM. Among GenZ, nearly one in two (46%) make purchases through Instagram, with influencers being key drivers of purchases, as we uncovered in our study The Power of Digital Influence.

TikTok

TikTok might be new to the game, but it’s not playing. The users buy as they scroll, as reports indicate that over 33% of TikTok users are making purchases on the app. Through its in-app social media shopping, this over-performing newbie is taking its fair share of the social commerce cake. Now merchants with a business TikTok account can add shopping tabs to their brand profiles. It is also important to emphasize that TikTok is no longer the “Gen Z only” app in Switzerland, even though the proportion of younger people is still high. This is because the number of older target groups using the channel is increasing from year to year. For this reason, TikTok is a highly relevant channel not only for attracting the young customers of tomorrow, but also for reaching the consumers of today (Kingfluencers, 2023).

Types of Social Commerce

There are various types of social commerce, each with unique features. Here are the more prevalent versions of social commerce:

Online Shopping

Social Media Shopping

Social media shopping involves directly using social media platforms like Facebook, Instagram, and TikTok to promote and sell products to customers. Many businesses that operate this style of social commerce use it as an avenue to reach new customers, showcase their products, and build brand awareness. The presence of social media influencers also makes it easy to promote goods and services on these platforms.

Peer-to-Peer Marketplaces

Peer-to-peer marketplaces allow individuals to sell products to one another directly. Examples of such places include Etsy, Depop, and Mercari. These platforms are popular among small business owners, artists, and crafters as they allow them to reach a larger market without having to meet people physically or have an on-ground store.

Group Buying

Group buying allows people to come together and buy something at a discounted price. Group buying platforms like Groupon and LivingSocial have grown in popularity and allow businesses to offer their products and services to a larger group of people. It also allows consumers to save lots of money on products and services they would not have been able to afford all by themselves.

Social Shopping Platforms

Social shopping platforms are online marketplaces where users can discover and purchase products based on their interests and preferences. International examples of social shopping platforms are Wanelo, Polyvore, and Fancy. These markets are popular among young consumers looking for unique and trendy products. You can also connect with like-minded individuals on these platforms. In Switzerland, by contrast, providers such as Facebook Marketplace, Ricardo, Tutti and Ebay are the dominating players.

Benefits of Social Commerce

Social commerce offers a wide range of benefits to businesses and consumers alike. To find out what strategy you can follow for social commerce in Switzerland, check out our article The new Retail Formula to Leverage Social Media as a Purchasing Channel. We would also like to share with you some of the upsides of using this marketing tools:

Increased Brand Exposure and Awareness

Using social media platforms to promote and sell products can help businesses reach new customers and build brand awareness. Over half of the world’s population uses social media. This means there is an opportunity to get people through these platforms like never before. Social media platforms are a great way to connect with potential customers, as they offer a range of tools and features that allow businesses to target specific audiences and showcase their products in a visually appealing way.

Seamless Shopping Experience

One of the benefits of using this method is that the shopping experience becomes seamless and easy. Customers do not need to leave social media anymore to make purchases, as they can do that right within the apps. This makes buying less of an issue, as many consumers are not usually comfortable leaving social media apps to purchase products. Now they can buy and continue their surfing experience all in one breath.

Improved Customer Engagement and Loyalty

Social commerce can help businesses improve customer engagement and loyalty by offering a more personalized and interactive shopping experience. By using social media platforms to connect with customers, companies can build relationships, respond to their feedback and concerns, and offer personalized recommendations and offers. 

Greater Social Proof and Trust

Social commerce can help build trust and credibility among customers by providing social proof in the form of customer reviews and user-generated content. When customers see other people using and enjoying a product, they’re more likely to trust that it is high quality and worth purchasing.

Gather Data on Your Audience and Even Competitors

There has never been a time when it was easier to gather data. Social media offers an easy way to monitor consent and get data without struggling. All you have to do is pay attention to what they like or buy more. You can use this data to know exactly who is more likely to buy from you and what they are more likely to buy. You can also use this to monitor your competition and know precisely what they are doing. 

Higher Conversion Rates and Sales

Social commerce has been shown to impact conversion rates and sales positively. Using social media platforms to promote and sell products, businesses can offer a more seamless and convenient shopping experience, leading to higher conversion rates. Additionally, social commerce can help businesses reach new audiences and drive more sales, especially if they partner with influencers or use social media advertising.

Challenges of Social Commerce

Just like everything else, social commerce has its challenges. Here are some difficulties people encounter when using social commerce platforms:

Keeping up with Changing Algorithms and Trends

Social media platforms constantly change their algorithms and features, making it challenging for businesses to keep up with the latest trends and best practices. Additionally, as social commerce becomes more popular, competition will likely increase, making it harder for businesses to stand out. Businesses would have to continually make new adjustments to align with the changes in the platform’s algorithm.

Ensuring Data Privacy and Security

Social media platforms have been scrutinised recently for their handling of user data and privacy. Businesses that use social media for e-commerce need to ensure that they follow best practices for data privacy and security and are transparent about how they use customer data. While this might not be the easiest of tasks based on the fluidity of privacy laws and company policies, brands would have to find a way nonetheless.

Managing Customer Expectations and Complaints

Social media platforms can be a double-edged sword regarding customer feedback. While they offer an excellent way for customers to share their feedback and experiences, they can also make it challenging for businesses to manage customer expectations and complaints. Companies need to be prepared to respond to customer feedback and complaints in a timely and professional manner to maintain a positive reputation.

Best Practices to Use Social Commerce For Your Brand

Using social commerce for your business is a great choice to make right now. However, it is important that you do it properly. Here are some best practices if you want to use social commerce for your brand:

Choose the right social media platforms

It is one thing to choose a platform, but another to choose the right platform. There are different social media platforms out there, and choosing the right one for your business is paramount. One easy way to ground your activity and success on social media platforms is to choose the wrong one. So ensure your business is on the right platform. For example, if your target audience is primarily women, Pinterest and Instagram might be the best platforms. However, if your target audience is mostly professionals, LinkedIn might be a better option.

Create a shoppable experience

Make it easy for customers to buy from your page without any difficulty. What you should do is ensure that your page is user-friendly. Ensure that the right buttons are in the right places. This way, customers will easily make their purchases without struggling.

Optimize your content for mobile

Most people who use social media do so on their mobile devices. This is why it is important that you optimize your content for mobile devices. This would include using responsive design and creating content that’s tailored to mobile devices. 

Leverage user-generated content

There is almost no better way you could generate legitimate content for your brand. If ordinary users are making posts using your products, then you must take advantage and use these posts. One way you can achieve this is by encouraging users to share their experiences on the platform. This would generate natural traffic, as people would easily see this as a natural gesture and not a targeted ad.

Personalize your social commerce strategy

Use customer data to personalize your social commerce strategy. This can be done by offering personalized product recommendations and promotions based on their purchase history and browsing behaviour. Personalization can help you to increase sales and build customer loyalty.

Monitor and respond to customer feedback

Social media platforms provide customers with a direct line of communication with your brand. It is essential to monitor customer feedback on social media and respond to any questions or concerns promptly. This will help you build customer loyalty and improve customer satisfaction.

Measure your results

Use social media analytics tools to track your social commerce performance. This will help you identify which strategies are working and which ones need improvement. Use this data to adjust your social commerce strategy and optimize your efforts for maximum impact.

Conclusion

The years ahead really look promising for social commerce. Many innovations are happening in the social media space that would allow for more advances to be made. There is no better time to take advantage of the social commerce space than now. If you need help starting out on social media, you can reach out to us so we can work together to make your brand’s social commerce valid.

Author: Yoeri Callebaut, Kingfluencers AG