Instagram and TikTok are actually working to bring their platforms directly to smart TVs, with the development of native apps dedicated to large screens.
This move represents a significant shift in the way social media is enjoyed by giving birth to a new concept called Social TV.
Social networks on TV aim to expand their presence beyond mobile devices (smartphones and tablets) and also win over living room audiences traditionally associated with TV entertainment.
Instagram TV and TikTok TV:what changes from the mobile experience
The first thing we thought when we learned the news was that they will force us to turn our TVs upright :-).
Joking aside, let’s see together what this great little revolution brings.
Content format
Instagram and TikTok’s video content is designed primarily in portrait format, while TVs have horizontal screens.
Apps will then have to adapt the interface to make viewing comfortable and engaging even on TV.
Interaction
The experience on TV will be more viewing-oriented than social interaction-oriented.
Functions such as comments and messaging will play a less central role, while navigation between content could be simplified and optimized for use with the remote control or voice commands.
Target audience
The goal is also to reach a more adult audience less accustomed to using social on smartphones, replicating the success YouTube has had in bringing video content to TVs and thus expanding the user base and advertising opportunities.
Why this choice?
- Success of YouTube on TV: The YouTube model, which has seen significant growth in usage on smart TVs, has been taken as a benchmark.
Instagram and TikTok aim to replicate this success and enter the particularly lucrative TV advertising market. - Evolving consumption habits: More and more households are using smart TVs for entertainment, and social wants to be present in this context as well, offering a more immersive and shared viewing experience.
Instagram TV and TikTok TV: when are they coming?
Currently, both Meta (Instagram) and ByteDance (TikTok) are in the development phase of their respective smart TV apps.
TikTok has reportedly already been working on an optimized version for several months, while Instagram is reportedly planning a new app designed specifically for TV.
There are no official launch dates yet, but rumors indicate that the debut could take place soon.
Instagram and Tik Tok smart TV: current alternatives
While waiting for the official apps, it is already possible to bring Instagram and TikTok to TV via:
- Chromecast, AirPlay, Roku or Fire TV Stick, to stream content from the phone to the TV.
- Direct connection via HDMI cable from PC or phone.
- Some versions of TikTok android tv are already available, albeit with limited functionality and not always accessible in all markets.
How companies can take advantage of this opportunity
Companies can use Instagram TV and TikTok TV in several strategic ways to increase visibility, engagement and return on advertising investment:
- Brand Integration and Product Placement
The integration of the brand within TV content, as done in successful programs.
Brand presence can be amplified by spontaneous sharing on social and digital word-of-mouth. - Real-Time Engagement
Companies can stimulate active viewer participation through dedicated hashtags, contests, live polls, voting systems and live commentary. - User Generated Content (UGC)
User-generated content (photos, videos, comments) can be collected and integrated into social programs or campaigns, enriching the corporate narrative and making the audience the protagonist. - Audience Analysis and Measurement
Social TV offers valuable data on viewer conversations and sentiment, enabling companies to measure campaign effectiveness in real time, identify trends and optimize communication strategies.
Instagram and TikTok on smart TV: benefits for Companies
- Increased brand visibility and memorability
- Direct and participatory involvement of the public
- Real-time data collection and feedback
- Ability to create more targeted and customized campaigns
- Strengthening community and brand loyalt
Conclusion
Instagram and TikTok are about to officially land on smart TVs with dedicated apps, aiming to revolutionize the enjoyment of social media and win over TV audiences, following the successful model already pioneered by YouTube.
In the meantime, there are already several methods of displaying content from these platforms on the big screen.
Do you want to increase your online visibility to gain new contacts and customers and increase online sales?
Also read these articles:
- Native Advertising: What it is and benefits for Companies
- Social TV what it is and how it can be used by Companies
- YouTube AI: what changes for users, creators and companies
- Web and social networks: is it essential to have both?
- How to promote a corporate event with ADVs
- Inbound marketing campaign: how it builds trust and customer loyalty
