Video Production Firm: Second Screen Media
Have you ever put on Friends for the hundredth time and found yourself scrolling through Instagram at the same time, liking photos of your friends’ vacation or watching dog videos? Or perhaps you start watching a movie and the lead actor looks so familiar, so you immediately start Googling their filmography, and before you know it, you have gone down a rabbit hole of their entire family tree. Then, five minutes later, you realise you have no idea what is going on in the movie, so you rewind and try to catch up. If these scenarios sound familiar, then you have experienced what has become known as second screen media. In recent years, people have increasingly engaged with content on multiple screens at once—watching TV while browsing social media, shopping online, or even looking up extra details related to what they are watching. Watching television or streaming a video is no longer a singular activity. For brands, second screen media presents both opportunities and challenges. Understanding how to use it effectively can improve marketing strategies, enhance viewer engagement, and even increase conversions. In this article, we will dive into what second screen media is, how it became popular, and how brands can use it to optimise their marketing campaigns. We will also look at some of the challenges brands face and how working with a video production firm can help solve them.
The Evolution of Second Screen Media
Second screen media refers to the use of a secondary device while watching content on a primary screen. This could mean browsing social media during a TV show, looking up information about a movie while streaming, or participating in a live poll while watching a sports event.
The rise of second screen media can be attributed to three major factors:
- The Growth of Mobile Devices
- As smartphones and tablets became more advanced, they allowed users to interact with content in real time.
- The Rise of Social Media
- Platforms like Twitter and Facebook encouraged live discussions around televised events, creating a culture of second screen engagement.
- Streaming Services and Interactive Content
- Platforms like Netflix, Amazon Prime, and YouTube introduced features that allowed users to access additional information while watching.
A 2022 report found that 86% of internet users now use a second device while watching TV. This shift has changed the way brands approach advertising and audience engagement.
How Brands Can Use Second Screen Media to Their Advantage
Brands that integrate second screen media into their marketing strategies can increase audience interaction and improve brand recall. Here are some of the most effective ways to do this:
1. Enhancing Viewer Engagement with Additional Content
A second screen provides an opportunity to offer additional content that enhances the primary screen experience. This could include:
- Behind-the-scenes footage
- Interactive polls and quizzes
- Exclusive interviews
- Real-time stats for sports events
For example, during a live awards show, a brand could create a second screen experience where users vote for their favourite performances. This encourages participation and keeps viewers engaged beyond passive watching.
2. Encouraging Real-Time Social Media Discussions
Social media plays a significant role in second screen engagement. Brands can take advantage of this by:
- Creating hashtags for live events
- Encouraging users to share their thoughts in real time
- Hosting live Q&A sessions or Twitter chats
For example, brands sponsoring major sporting events often encourage fans to tweet using specific hashtags. This increases visibility while creating a sense of community among viewers.
3. Interactive Advertising
Second screen media allows brands to create interactive ads that viewers can engage with while watching content. Examples include:
- QR Codes: Viewers scan a code on the primary screen to access exclusive deals or content on their mobile device.
- Clickable Ads: Streaming platforms allow users to click on an ad for more details without interrupting their viewing experience.
- Augmented Reality (AR) Experiences: Brands can create AR filters or interactive experiences that viewers access through their second screen.
4. Personalised Content Based on User Behaviour
Second screen media allows brands to collect data on user behaviour, which can be used to personalise content. For example:
- A viewer watching a cooking show might receive recommendations for kitchen products.
- A sports fan might see live stats and team merchandise offers during a game.
- Streaming services might suggest content based on a user’s real-time searches.
By working with a video production firm, brands can create personalised video content that aligns with second screen interactions. A video production firm can help ensure that videos are optimised for mobile viewing, increasing engagement and relevance.
5. Integrating E-Commerce with Video Content
One of the most effective ways to use second screen media is by integrating shopping experiences. Shoppable video content allows viewers to purchase products directly from their second screen while watching an advertisement or show.
For example:
- A fashion brand featuring clothing in a TV show can provide a link for viewers to buy the outfits in real time.
- A brand sponsoring a cooking show can direct viewers to purchase ingredients for a featured recipe.
By collaborating with a video production firm, brands can create high-quality shoppable videos that make the transition from viewing to purchasing as easy as possible.
Challenges of Second Screen Marketing (And How to Overcome Them)
While second screen media offers significant advantages, it also comes with challenges. Here are some common issues and how brands can address them:
1. Divided Attention
Since viewers are engaged with multiple screens, holding their attention can be difficult.
Solution:
- Create content that complements rather than competes with the primary screen.
- Keep second screen interactions short and engaging to avoid overwhelming users.
2. Platform Fragmentation
Different users consume content on various devices and platforms, making it hard to create a consistent experience.
Solution:
- Develop cross-platform strategies that work on both mobile devices and desktops.
- Ensure video content is optimised for different screen sizes and formats. A video production firm can assist in creating adaptable video content for multiple platforms.
3. Measuring Effectiveness
Since second screen engagement occurs across different platforms, tracking ROI can be complicated.
Solution:
- Use multi-channel analytics tools to measure engagement.
- Track user interactions such as link clicks, hashtag mentions, and social media engagement rates.
The Future of Second Screen Media
Second screen media is likely to evolve further with the development of new technologies:
- Augmented Reality (AR) and Virtual Reality (VR): These technologies will create more immersive second screen experiences.
- 5G Networks: Faster internet speeds will improve real-time interaction and reduce lag in second screen content.
- AI-Powered Personalisation: AI will enhance content recommendations based on user behaviour.
Brands that stay ahead of these trends will be better positioned to create engaging second screen experiences. A video production firm can help brands explore these new technologies and develop innovative video content for future marketing campaigns.
Conclusion
Next time you catch yourself bouncing between a TV show and your phone—whether it is scrolling through Instagram or Googling that actor you swear you have seen before—just remember, you are part of a much bigger trend. Second screen media is not just a quirky habit; it is a real opportunity for brands to meet their audience where they already are. For example, 82% of smartphone users say they regularly use their devices to search for information related to what they are watching. This highlights the growing importance of providing extra, complementary content that connects with people in real time.
Of course, it is not without its challenges. Split attention, different platforms, and tracking results can all be tricky. But by working with a video production firm that understands second screen dynamics, brands can create content that sticks with viewers without getting lost in the duality of attention. So, the next time you’re creating a campaign, think about how second screen media can fit in. After all, it is not just about getting attention; it is about keeping it.
Want to turn second-screen distractions into brand interactions? Sound Idea Digital is here to help. Our video content is designed to meet your audience where they are—on their phones, tablets, or laptops. Get in touch today, and let’s create something that keeps your viewers engaged!
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |