This week, we’re looking into the world of advertising. We can’t quite believe it either, but it’s that time of the year again when, somehow, Christmas is right around the corner. While most of us are still getting our head around this, some of the nation’s biggest and most loved brands are fighting for the number one spot on the festive advertising podium.
Advertising has evolved over the years, and it is undeniable that user engagement is shifting at an unprecedented rate – the facts speak for themselves. With 30% of consumers globally stating that they paid more attention or interacted more with social media ads during the Covid-19 pandemic, it is important to question how this shift in engagement is redefining the advertising industry.
Fast-forward to 2021, with the much anticipated John Lewis Christmas advert recently hitting screens, it is important to question ‘which’ screen is most effective? In the age of social media, with short-form content capturing audience attention, there is a need to scrutinise whether brands are doing enough, and if television advertising is cutting it?
John Lewis and TK MAXX have recently unveiled their 2021 advertising efforts, so we’re taking a look at how these brands have utilised the power of social media. From a social media advertising perspective, the John Lewis advert did disappoint us a little. The potential for John Lewis to have utilised the power of social media is unmatched. Let us explain, with this picture alone (see below).
Perhaps we are a little biased, and have the TikTok video ratio drilled into us, but we find it difficult to get our head around why John Lewis missed this simple solution. Looking at how other brands such as TK MAXX have embraced social media, they appear to have understood the assignment – their branded hashtag trending on TikTok has over 987.3M views.
With so many platforms available, it’s vital that an advertising campaign is adapted for all channels including considering interactive filters for TikTok, the right sized renders for each channel, and of course engaging social media posts in the lead-up to the big campaign reveal.
We want to know your thoughts, and if you have any other examples, we would love to hear them.