You work with creators and run campaigns with them on social. That's a good start, but rarely the end of the story. Because the same creators and their impact can be taken further: extend your social campaign to the big screen. Creators are the new testimonials, and a testimonial works best where it gets full attention, in the feed just as in the living room.
Creators are the new testimonials
What makes a good testimonial, creators bring naturally. They are approachable, come across as credible and have a community that listens to their recommendation. For many people, especially the younger ones, a creator's word counts for more than classic advertising. A large share of Gen Z prefers user-generated content, and this content no longer runs only on the phone. In the US, creator videos are now watched more often on the TV than on the smartphone, driven by the fact that around 80 percent of households there own a smart TV. These figures come mostly from the US, but the direction applies here too.
So if you work with creators, you already have what brands used to buy at great expense: a credible face for your product.
Extend your campaign to the big screen!
Book a demoExtend your campaign to the big screen
In the social feed, creators are strong scroll stoppers. They stop the thumb, because people follow them and trust them. You don't have to limit this effect to one channel. If you extend the same campaign to the big screen, your creator meets the audience a second time, now in a calm, attentive situation where people lean back and watch.
That has two advantages. First, you increase the number of contacts, the same message becomes familiar across more touchpoints. Second, on the big screen you gain an attention that is not possible in the fast feed. Why this lean-back posture is so valuable is shown in the article on the lean-back effect, and how high attention is on the big screen, the article on attention on the big screen. This turns a social campaign into a continuous presence that reaches your audience in the feed and in the living room.
How to extend your campaign with onescreen
You don't have to start from scratch. With onescreen you can run your advertising with your creator as a spot on the big screen, in high-quality streaming environments and on the major channels. So you use the material you produce with your creators anyway, and bring it to where attention is high. The creative is prepared to fit the big screen, and if you need support, onescreen helps you create the spot.
You reach the right people through targeted digital targeting by region and postal code, age, gender and interests, with the precision you know from online marketing, combined with the impact of television. How a strong creative for streaming advertising is built is shown in the article on creatives in streaming advertising, and what connected TV as a channel is about, the overview What is CTV advertising.
Conclusion
Your creators work in the feed, and they work on the big screen. Whoever runs a social campaign with creators should therefore extend it to the TV, instead of limiting it to one channel. That way you meet your audience at more touchpoints, with the same familiar face and an attention that the big screen delivers especially well.
Want to extend your campaign to the big screen? Book a demo and we'll show you how in 30 minutes. Or get started in the Ad Manager.
FAQ
Why should I extend my social campaign to the big screen? Because your creators meet your audience a second time there, in an attentive situation in the living room. You increase the number of contacts and gain an attention that is not possible in the fast feed, with the same familiar face.
Why are creators the new testimonials? Because they bring what makes a good testimonial: a familiar, credible face and a community that listens to their recommendation. For many, especially younger people, a creator's word counts for more than classic advertising.
Do I have to produce something new for the big screen? Not necessarily. You can work with the material you already have with your creators, it is prepared to fit the big screen. If needed, onescreen supports you in creating the spot.
How do I reach the right audience with onescreen? Through digital, data-based targeting by region and postal code, age, gender and interests, on the big screen.