Breaking Through the Echo Chamber: The Dynamic Power of Out of Home + Social Media

TikTok's OOH Embrace

TikTok dominates Gen Z, with an impressive 63% daily usage¹, achieved by delivering personalized experiences to each user. With a keen understanding of its audience, it knows what works, and OOH is a tactic that it continues to utilize.

TikTok's affinity for OOH extends beyond just using it for themselves; they recognize its effectiveness in reaching Gen Z and driving results for their content creators by introducing the "Out of Phone" feature. This innovative tool extends TikTok content onto out of home screens, providing a strategic avenue for creators to break out of digital echo chambers and connect with new audiences. This not only showcases TikTok's prowess in capturing Gen Z but also signifies a profound trust in the effectiveness of OOH media.

#sOOH

Out of home isn't just a standalone medium but a powerful accelerant for social media engagement, often referred to as #sOOH across social platforms. A recent study reveals that OOH campaigns have catapulted social media engagement by a staggering 7X compared to other formats.² The synergy created when users share #sOOH experiences on social platforms establishes a virtuous cycle -- amplifying brand visibility and fostering user-generated content. This interconnectedness solidifies OOH as the perfect conduit to propel a brand's online community, promoting continuous growth and meaningful engagement.

Poppi, the gut-friendly beverage brand, ingeniously employed a strategy harmonizing social media and out-of-home (#sOOH!) to boost conversions and nurture enduring brand allegiance. Catering to Gen Z and Millennials, the campaign strategically positioned influencers on billboards at significant NYC locations, amassing an impressive 95 million reach and 25 million weekly online impressions.³ This case study showcases the prowess of OOH as a seamless link between online and offline brand interactions.

OOH's Tangibility for Emerging and Legacy Brands

Gen Z's distrust of online information (79%⁴) drives emerging brands to adopt OOH to reach untapped audiences. Ad Age reports a significant surge in OOH spending by Direct-to-Consumer (DTC) brands, showcasing digital brands embracing a physical presence. This shift is marked by a pivotal "Made It Moment," where emerging brands establish a solid connection with their audience in real life, complementing their social media investments.

However, heritage brands are not exempt from the OOH revolution. They, too, must integrate OOH into their strategies to avoid ceding ground to dynamic newcomers. Gen Z's appreciation for real and authentic experiences positions OOH as an essential channel. Legacy brands with a wealth of history can leverage OOH to showcase authenticity and maintain relevance amid shifting consumer preferences.

In Conclusion

Evidenced by TikTok's enthusiastic embrace, the format's efficacy as a social media catalyst, and Gen Z's inherent trust, the combination of OOH and social media emerges as a formidable strategy for brands, both new and old. It breaks down digital marketing barriers, offering a compelling avenue to foster meaningful connections and stay relevant. Embracing this potent synergy unleashes the full potential of OOH's tangible and real-life presence, a crucial element in cultivating trust among Gen Z audiences.

SOURCES: 1. YPULSE 2. COMSCORE 3. POPPI 4. GALLUP

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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.