Key takeaways:

• 72% of 18-24-year-olds trust creator content most
• 89% are more inclined to buy a product seen in a social media ad than on TV
• ROI skyrockets by 300% with creators who repeatedly make content with a brand versus one-offs

Imagine the modern advertising landscape as a high-stakes casino night—every brand is all-in, trying to win the jackpot of audience attention. Traditional TV ads play the role of the big spenders, flashing their budgets for airtime and prestige. But let’s face it, the price can sting like a losing streak at blackjack. Enter the maverick of the advertising world: social media advertising. Less costly and with laser-focused targeting, these ads hit the jackpot directly with those eager to engage. Done right, they’re a total game-changer.

At SCREENSHOT Agency, we excel in hitting that marketing sweet spot. We champion the power of social media to forge genuine connections with next-gen audiences—it’s kind of our thing. But we’re not ditching TV ads just yet. We suggest a reallocation (not elimination), mixing old-school charm with new-school efficiency. This balanced approach ensures your campaigns are as adaptable as Gen Z’s ever-changing trends.

Balancing the marketing mix

Navigating the vast marketing mix is key to engaging both traditional buyers and digital savants. From the foundational product, price, place, and promotion to the nuanced people, process, and physical evidence, these elements craft a strategy that resonates across the board.

For many, the 70:20:10 rule maps out their budgeting strategy—70% in reliable tactics, 20% in promising new avenues, and 10% in cutting-edge experiments. This framework not only stabilises your marketing efforts but also spices them up with innovative flavours, answering the pivotal question: What’s truly risky, and what’s a safe bet today? Well, that depends on your target audience.

The strategic allocation of ad budgets

Traditional TV ads, known for their broad reach and ability to quickly build brand authority, are still a valuable component of the advertising mix. However, when it comes to driving sales conversions, TV ads are markedly less effective for Gen Zers compared to social media ads, with a staggering 89% of them saying they’re more likely to purchase a product based on a social media ad than a TV ad.

At SCREENSHOT, we help brands understand where and how to reallocate their budgets to maximise ROI, ensuring that investments in social media are not just expenditures but strategic moves that align with broader business objectives.

The risks and rewards of digital vs traditional advertising

While the allure of digital advertising is strong, given its capabilities for precise targeting and measurement, it’s not without risks. Platforms like Google and Meta operate in highly competitive spaces where ad visibility can fluctuate based on numerous factors, including algorithm changes and consumer behaviour shifts. Conversely, TV advertising, despite its higher costs and broader targeting, provides a consistent presence that can be crucial for maintaining brand awareness at scale.

Yet, traditional advertising forms like TV and display ads disappear the moment you cut the budget—out of sight, out of mind. Instead, funnel that budget into influencer marketing. Find the right creators, and they’ll champion your brand indefinitely, significantly enhancing value. After all, if a brand endorses a well-suited creator (even if it’s a one-off campaign), be mindful of the emotional implications of this, particularly if it’s an emerging nano creator. It’s an act of respect that gains them prestige among their peers and may well turn them into lifelong ambassadors for your brand.

Influencers bridge the gap between traditional and digital, personalising your brand and solidifying its authenticity. By aligning with influencers who reflect your demographic, you can spark campaigns that not only engage but convert. This approach is especially potent among younger crowds who may eye traditional ads with scepticism but will rally behind a trusted influencer.

According to our internal data, we’ve observed that ROI increases by 300% when working with creators who engage in repeat collaborations with a brand compared to one-off campaigns.

Harnessing data-driven insights

Our insights aren’t just derived from thin air. Armed with advanced social listening tools and direct feedback from our Early Majority (our very own test audience made of 6,000 Gen Z) we understand what sticks. This data doesn’t just inform our strategies—it’s the backbone of campaigns that resonate deeply with young audiences.

The secret to mastering today’s advertising game lies in knowing where your audience spends their time and what content they devour. Increasingly, that’s on social media, engaging with content that’s quick and digestible, a far cry from the lengthy ads on TV or VOD. Our Early Majority data shows that 72% of young adults trust creator content most, and as mentioned earlier, 89% are more inclined to buy a product seen in a social media ad than on TV.

At SCREENSHOT Agency, we use this knowledge to steer your advertising dollars effectively. Whether you’re adjusting your TV ad budget or ramping up your social media strategy, our goal is to ensure your marketing efforts align precisely with where your audiences are most active and what they prefer to watch. By focusing on these dynamics, we help you craft campaigns that not only capture attention but also foster deep, meaningful connections with consumers across all demographics.

Now is the time to play the game smartly, balancing the scales between old and new, and winning over the audiences that matter most.