How brands can break boundaries with social entertainment

How brands can break boundaries with social entertainment

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Video and social entertainment will pay off for marketers who are willing to experiment with formats, follow trends, and push boundaries. We look at how marketers can carve out their presence to maximize audience engagement.

Many marketers used to think video was only for big campaigns. It is now the primary way consumers express themselves, communicate with others, and make purchases. One of the most challenging yet rewarding marketing turning points since the dawn of social media is short-form video and social entertainment.

During the pandemic, many companies scrambled to adapt to the new world. Consumers sought new forms of entertainment, leading to the explosive growth of video on social media.

After enduring a period of socio-economic turmoil, brands are now focusing on the future.

That means going where their audience is – on TikTok, Instagram, Facebook, Pinterest, YouTube and Twitch. Just to find lucrative opportunities with UGC and influencers on short-form video, which is rapidly replacing other forms of entertainment.

Video content evolution

According to Zenith Media, the average person watched online video for 100 mins per day in 2021. TikTok, with 732 million active users, has a five-times higher engagement rate than other social channels. Marketers must have a presence in this format to find audiences, engage them, and increase discoverability.

Based on Dash Hudson’s global digital insights, here are some key takeaways for marketers:

  • Millennials and Baby Boomers love online video, especially news and highlights from the media and publishing industries.
  • All generations now follow retailers on social media for product-related content.
  • TikTok is stealing attention from TV and dating apps, ushering in a new era of social entertainment.
  • Instagram’s video ecosystem includes Stories, Reels, and Instagram Video.
  • An omnichannel strategy is required to capitalize on new channel trends that affect all brands and industries.

The Future of ‘Shoppertainment’

This shift has paved the way for a social commerce boom, bridging the gap between discovery, consideration, intent, and purchase. According to Pinterest, 83 percent of weekly Pinners have made a purchase based on brand Pins.

Note that entertainment-focused social media channels are beginning to integrate with e-commerce channels to create a seamless shopping and entertainment experience. Social media platforms have shaped this new dynamic by allowing content creators to integrate sales directly into their live streams, making purchases an interactive part of the show.

Breaking of Boundaries on TikTok

Dash Hudson defined success metrics and contextual data and benchmarks based on three tiers of audience size by analyzing the performance of the most followed food and beverage brands on TikTok. A total of 11.07 percent was found across all brands with 50-500K followers (Subway, Milk, and Pizza Hut), 7.28 percent for those with 500K-1M followers (McDonald’s, Taco Bell, and KFC), and 15.39 percent for those with 1M+ followers (Dunkin’, Chipotle, and Starbucks).

Through ASMR to viral recipes, trends, and behind-the-scenes exclusives, the food and beverage industry has been forging a new path that all brands can follow. With daily changes in trending videos, the most successful brands keep their content topical and up-to-date, keeping them top-of-mind for consumers and top of social media feeds.

All of this tells us that marketers who are willing to experiment with formats, follow trends, and push boundaries will be rewarded. So, how can marketers leverage social entertainment to maximize audience engagement? Here are four steps to success in 2022 and beyond:

  1. Invest in video content to engage both older and younger generations.
  2. Understand your brand’s value proposition in terms of social media, trends, and entertainment, this will increasingly impact sales.
  3. Maintain an eye out for new features, emerging channels, and e-commerce opportunities.
  4. Improve your video performance by using data, benchmarks, and effectiveness rates to improve your video performance.

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