“Coming out of brand advertising, I was mesmerized by achieving instant sales when I started doing infomercials over 20 years ago. Now with some of the new social platforms, I am even more excited by the metrics, measurements, and immediacy in creating leads and sales. And that is why I believe that these digital platforms are transforming to become the new infomercial, especially for Gen Z and Millennials, which has been a tougher market to reach on traditional TV.” Ava Seavey, Avalanche
When it comes to creating compelling ads that inspire immediate consumer response, sometimes tried and true methods reveal themselves, amongst new trends and technologies, to be the real champions in selling. As plethoras of new platforms, products, brands, and trends pave the way for changes in the effectiveness of digital ad types, new research has shown that aspects of the traditional infomercial are working their way into social media ads, and they’re working!
With apps like TikTok and Instagram that feature predominantly visual content, consumers are turning to spokesperson videos, product demos, influencer content-creation, unboxing, and social proof videos to inform their buying decisions. Out of the top seven social media advertising formats, these six are all classified as Infomercial formats. What does this tell us?
Consumers want information. Recent studies show that the #1 thing consumers want from online advertising is product info, across all age groups. Many buyers prefer the demonstrative aspect to infomercial-style ads, feeling more comfortable trusting them because they provide adequate information and thus purchase motivation.
It will be interesting for advertisers everywhere to see in what other ways traditional advertising bleeds its way into the new digital age, and sometimes, as the saying goes, “If it ain’t broke, don’t fix it.”