The world of advertising is always changing, and the industries and micro-industries that operate within it are having to constantly adapt to new trends, new processes and new technologies in order to keep pace with competitors and keep in front of the eyes of their audiences.
Of course, there are still plenty of ‘traditional’ advertising methods that work perfectly; billboards can still grab attention, and print ads still stand out in magazines. However, it’s video that is the clear forerunner when it comes to advertising in 2023.
Downloaded over 3.5 billion times, TikTok is the only app not owned by Meta to hit this milestone, which tells you a lot about its impact. With over one billion active users, it’s easy to see why video advertising can be so successful on the platform. Add the fact that Statista’s research found that the average user watches 95 minutes of TikTok a day and you’re looking at seriously huge marketing potential.
A relative latecomer to the short form video game, YouTube Shorts is still immensely popular. From established mega-YouTubers like the Sidemen to creatives posting passion projects, the platform is used by people with all levels of reach, and it’s no surprise that advertisers are getting in on the act. YouTube has recently taken steps to prevent the use of ad blockers on their site too, which is a further boost to advertisers.
Some will remember the reaction when Instagram introduced Reels; aside from people pointing out the similarities to Snapchat, many wondered whether or not short form video would work on the app. Well, it does work. In fact, Reels account for 30% of the time users spend on Instagram, according to LinkedIn.
With the immediacy of the aforementioned platforms, it’s easy to see why people spend so long absent-mindedly scrolling through video after video. Because we’re used to seeing these short bursts of content, it can have an adverse effect on advertising that requires longer periods of attention, and this is why many advertisers are creating their own video promotions that blend seamlessly into users’ feeds.
Influencer marketing is a huge industry and an incredibly effective way of brands tapping into new or existing markets through the connection between an influencer and their fans. Working with an influencer means gaining access to a readymade audience who are receptive to what that influencer creates and posts, which is a fantastic head-start for a brand or product.
What better way to market a promotional product or partnership than through video? It allows for the influencer to be as creative as they like, delivering content that they know will resonate with their audience and help bring their partner brand into the conversation in a natural way.
Brands are missing a trick if they’re not taking advantage of video advertising. It’s far from just ‘the method of the moment’ – Instagram, Snapchat, TikTok and YouTube are channels to the attention of billions of people of all ages, which means you can reach who you want, whenever you want.
Ogendo Media are experts in putting brands in front of the people who need to see them. From video advertising to search engine optimisation, paid advertising and copywriting to bespoke web design, we use every tool at our disposal and all our experience to deliver success for our clients.
Let us help you succeed. Contact us today.