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2022 Predictions Series: Video is the Most Important Advertising Asset

With a double-digit increase in hours watched on both new and existing platforms, there was nothing more important than video in 2021. Consumers evolved into “explorers” and “superfans” of video content. With an increase across numerous platforms, we witnessed an enormous rise in both short-form organic social and long-form DIY videos. Harnessing the power of video will allow DMOs to open doors and lenses to authentic interaction between their brand and their audience.

The Changing Landscape of Television

Not only has the Media Rating Council changed how they define Conected TV (CTV), but the entire CTV advertising space has grown exponentially — fueled by rapid investments and massive growth of consumer streaming activities.

While it is no surprise to see video as a trend moving into 2022, the metrics are staggering when video marketing generates 48 percent more overall engagement and 1,200 percent more shares than text or image-based content. According to some experts, whether you feel you can or cannot afford video doesn’t matter. Some even go as far as to say the “golden age of TV” has ended. The creator economy is the one that is driving content consumption and communication.  By diversifying linear and streaming strategies, DMOs can accomplish a more balanced and effective video strategy.

The Next Steps

The keys to video success in 2022 will require appealing to short attention spans. According to experts, one video can represent over 1.8 million words — knowing this, storytelling through video will define the ever-changing landscape of marketing. You want videos that are easy to consume, highly informative, and as entertaining as possible — be sure to emphasize people over products. These videos will be important in both your organic and your paid media efforts. These videos will be useful on Google’s Video for Action and to a lesser extent YouTube shorts, Instagram which is over 50 percent of Meta’s media revenues, and TikTok, the fastest growing social media platform, which surpassed Google as the world’s most popular search domain. Pair strong anecdotal and visual storytelling, and you will develop a repeatable approach to keep your audience engaged.

More Predictions to Come

Be sure to keep an eye out for future blogs as we further explore each of these key concepts and trends, and follow us on Facebook and LinkedIn, where we will be sharing more predictions for this year from our team.

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