The social media advertising industry is already in a mature stage; it’s been over 20 years since this industry became key for brands around the world. And it’s no secret that Meta, LinkedIn, X, and almost any social network primarily favors video as an ad over static pieces, we’ve already talked about this in articles like “¿How to adapt my creative strategy according to the platform?”.
But we’re also not lying when we say that the advertising video industry is varied, from big productions to very small ones recorded by the brand owner with their cell phone. However, believe it or not, both options are valid and neither guarantees a campaign’s viability and ROI. Perhaps one of the things that has changed this aspect the most is that these videos vary a lot, as we were saying in “¿What should I implement in my company: short or long-form videos?”.
But then, what are the latest trends that will surely dominate the social media advertising market?
Influencers with higher-caliber productions:
We’re not talking about taking the opinion leader or influencer out of their content format, since many times it has been seen how these influencers are put into traditional campaigns, but their personality and essence are taken away, making them a mere image without identity. Instead, trends point to the ideal being that the influencer continues to maintain their identity and the personality that made them famous on social networks and with their audience; this is of vital importance to connect with the target audience of any campaign, since it allows for greater engagement and originality in campaigns. Although it must be taken into account that this alternative may require greater investment and with this greater risk, but the benefits with a good market study and a clear strategy can be much greater.
UGC Content:
This commercial practice is relatively new; however, it was already giving us hints since the very beginning of social networks, since at its core it is based on the average user giving an honest and transparent opinion about a product. This logically favors credibility, because if you think about it, it’s like a friend recommending a PC or a mechanical keyboard to you.
This type of content carries less risk, but it can generate very good results, since it’s something that’s in fashion and many people don’t even notice that it might be an ad designed precisely to go unnoticed. As I mentioned, this is nothing more than a positive adaptation to the negative reviews of brands or products found daily on social media when a user feels wronged to the point of publicly exposing a brand.
Personal brand associated with a company or product:
Personal brands are trending in the professional and corporate world; these stand out by making you an expert or guru regarding the market your company focuses on. Why does it work so well? Because it is capable of generating trust in your potential buyers and, as is well known, trust closes deals worldwide.
An adequate strategy in this aspect, with a suitable person, can be capable of transforming brands or consolidating them in all the industries you can imagine. Perhaps it’s not as useful for large companies or those with too many years in their industry, since they normally don’t need this type of strategy, but for medium or small companies it can be a before and after.
Of course, you have to count on professional production, even if it’s small, because nobody pays attention to someone who is an expert who sounds like an expert, but who can’t be seen as one.
Temporary but functional fashion formats:
In this section we are not referring to jumping on trends, since they are usually associated with specific actions and almost scripted dynamics; we are referring to the fact that, from time to time, on social networks especially, a way of advertising goes viral for a while. An example? “Fake Out of Home” (FOOH) was a trend that lasted a few months around the world and offered the option of generating all kinds of creative ideas.
Some years ago, augmented reality had its boom, and 360 videos also had theirs, but once again they ceased to be relevant due to market modifications. However, taking advantage of novelty can, on some occasions, with good planning, bring the expected results.
However, as I have mentioned, these formats tend to have an expiration date, so you have to take advantage of jumping on the bandwagon, but not take them as recurring, as it can be counterproductive.
At Produccion Aparte, being one of the best production companies in Colombia and Latin America, we are on top of the latest trends in the entire industry to modernize our services and remain current. If you want to know more about our specialized social media services, you can click here.
We will be creating more valuable content for the industry and our clients.
