Visual channels have an increasing place in the contemporary media landscape. YouTube returns phenomenal figures in terms of reach and impressions; Instagram is now a powerhouse within the Meta family and TikTok is immensely popular.
But: can you imagine a conversion campaign on a channel like TikTok? What will you report? 'Traffic' maybe, but a real campaign aimed at measuring conversions is not the strength of this kind of channels. Your activity there should focus on the power of branding and awareness. The most successful formats on TikTok are not conversion focused, and that also applies to similar, popular channels like BeReal or YouTube.
The mantra 'be where your target group is' means that you have to relax your focus on conversion and enter into a meaningful, long-term relationship with your target group. This isn’t simply buying advertisements. It means developing strategies and creating concepts that are embedded in the culture of that user on that channel. If you don't, you'll be throwing your money away, and may even alienate your target audience.