In the last post, we discussed how social media has changed the way that products reach consumers. Where previously advertisers had to take out large TV advertisements or billboard promotions, they can now work with influencers and content creators on social media to get their product in front of consumers. But social media is not a one-size-fits-all category. Each platform has a different set of users, who have distinct interests. Each platform has its unique way of organizing and displaying content to the user. Some, like Instagram, are focused on displaying images. Others like TikTok and YouTube are focused on video.
While YouTube may not always be grouped in with Instagram and Facebook as a social media platform, it is one of the most powerful ways for advertisers to get their products in front of consumers. The long-form videos that do best on YouTube are great for creators to post reviews of products. Creators like those mentioned in my last post like @MKBHD and @iJustine are well-known for their technology and specifically Apple products. There’s no shortage of creators who all have different styles and ways of approaching these products. Many different companies will send review units to creators like them to get videos and reviews posted as soon as the product is launched. There really is no long-form video platform as big as YouTube, which poses its own challenges.
While there may not be a long-form platform to rival YouTube, TikTok is a quickly growing short-form video platform. The short-form nature of TikTok encourages quick and engaging content to get the user engaged before scrolling through to the next video. Brands leverage the platform’s trends, fostering user-generated content that goes viral, amplifying the visibility of their products. The direct engagement features on TikTok, such as comments and duets, allow influencers to interact with their audience in real-time, building a community around the promoted products. TikTok’s style tends to be raw, people will often just record themselves talking to their phone to say their piece.
Instagram’s image focused approach provides influencers with a canvas to craft compelling narratives around products, utilizing features like Stories, Reels, and image carousel posts. The shopping features on Instagram facilitate product exploration and purchase. Collaborative campaigns and influencer aesthetics contribute to the platform’s effectiveness in delivering authentic and visually appealing product promotions. Posts on Instagram tend to be more aesthetically pleasing and polished, and so more effort should be made to ensure the level of quality Instagram users expect.
In conclusion, the evolution of advertising on social media reflects the diverse nature of each platform. YouTube stands out as a powerful platform for long-form content, particularly for product reviews by influential creators. TikTok, with its rapid rise, excels in short-form videos, fostering quick and engaging content that leverages trends and encourages user-generated content. Instagram, with its image-centric approach, provides influencers with a visually appealing canvas to craft compelling product narratives, utilizing various features for effective promotion. Each platform offers unique opportunities and challenges, requiring advertisers to tailor their strategies to meet the distinct preferences and styles of users on each social media platform.