How can lifestyle programming and visual social media lead to brand success?
Talk about television and social media, and the natural partners of Twitter and Facebook immediately spring to mind.
But there’s a wider world out there – and other social media platforms can be just as useful, if not more so, for advertisers.
When Samsung signed a product placement deal with The X Factor back in 2012, Samsung was there across X Factor platforms – within the broadcast, on YouTube and the official app as well as Facebook and Twitter. (http://www.itvmedia.co.uk/
But Samsung has also been at the cutting edge with its own social media exploits, using Tumblr blogs to push images to Pinterest (http://www.
The key for brands is to find the connection between lifestyle programming, audience aspirations and the path to purchase.
When ITVBe launches this autumn, it will be the new home of reality television – ideal for lifestyle brands. Product placement in lifestyle entertainment shows is a proven way to inspire purchase. There’s also an engaged audience, willing to be entertained and inspired in the ad breaks. What brands need to do is make sure they are on hand to convert that inspiration. The nature of the programming means that visual triggers are likely to appeal to consumers – they are looking for feel-good products which look fabulous.
The mainly female ITVBe audience will have manageable aspirations – they want luxury holidays, home improvements and luxury brands combined with high street style. Over half of the audience are ABC1s. The ITVBe audience is very social and it’s all about communication and online communities.
The social media path to purchase
Visual social media is a key tool with which brands can nudge viewers towards purchase. Pinterest is a fascinating platform – it has seen huge growth over the last year or so, with UK figures putting users at over two million in July 2013. That might not sound like a lot compared to Facebook and Twitter, but it’s about the quality of the engagement. Pinterest drives great levels of sharing, sales and website click-through. It also has a comparatively high-income user base, which is actively using the site for shopping inspiration. (http://www.businessinsider.
For a slightly younger audience, there’s We Heart It. Nearly 80% of the site’s active users are under the age of 25. Worldwide it has around 30 million monthly active users and it’s recently started experimenting with in-stream or native advertising to go alongside banner ads.
Instagram has much higher levels of engagement than Facebook (around 18 times, in fact) and videos get more comments than photos. Over 90% of the 150 million Instagram users are under the age of 35, and most are women. (http://www.businessinsider.
Written by Jenny Cornish