January 11, 2022

How to Effectively Leverage Your Social Media Content Offline

Likeable Team

Last week, TikTok announced a partnership with Atmosphere, a company that streams curated video content in commercial spaces like waiting rooms, gyms, and restaurants. Together, the companies have developed a dedicated TikTok channel that tries to capture the best of the app-viewing experience while catering to the OOH format.

“By partnering with Atmosphere, we’re excited to make it easy for people to experience TikTok together by bringing the joy and creativity of our platform to new screens, venues, and audiences,” said TikTok’s Dan Page.

This news comes just a few months after the short-form video app launched TikTok TV in North America, a service that brings its algorithmically driven For You Page and Following Feeds to internet-connected TV platforms like Amazon Fire TV.

And it’s not just TV-type content that’s making its way out of the smartphone and into the real world—you’ve likely seen tweets or even Snapchat’s AR activations showcased on massive billboards as well.

So, what exactly is the key when it comes to transforming social media content into something that can exist (and make strategic sense!) offline? Keep reading to find out a few ways to give your brand’s social content new life.

1. At Events

If you’re creating longer videos for social, in-person events could be a good place to leverage them as well. An example of this is our recent docuseries with Hilton, called “Extending Our Stay,” which educates and spreads awareness of Hilton’s values regarding sustainable travel. In addition to living on Hilton’s social channels, the videos from the docuseries were shown to attendees of the COP26 conference at Hilton hotels in Glasgow last fall.

2. In Brick-and-Mortar Locations

We recently worked with one of our clients, Great Wolf Lodge, to create a special New Year’s Eve edition of their “LIVE with the Lodge” series. The video was live streamed on Facebook and Instagram—and in tandem, it was screened at every Great Wolf Lodge location across the United States on New Year’s Eve. Since it was a live stream, it worked well as an in-person experience in addition to being part of the social feed.

 

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A post shared by Great Wolf Lodge (@greatwolflodge)

3. On Television

Television is another good way to integrate your social presence with offline marketing. With a whopping 95 percent of folks having their phones in hand while watching TV, you’ll get the most out of your TV spot by incorporating social media into it. Include your brand’s social handles and a branded hashtag so viewers can take the conversation online, or even showcase your brand’s social feeds directly in the commercial. By making it easy for viewers to find your social feeds, you’ll be helping them get one step closer to a follow or even a purchase.

Want to learn more about how your brand can leverage its social content offline? We’d love to help.

Tags: Best Practices, Big Brands, Community Management, Consumer Insights, Social Media, Strategy

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