1、Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO15:4 5:3 4:3 1:1 16:9Trending:Video and Creativein Social MediaGuide to crafting successful creative strategies-Fall 2022Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO2002020404Creative and Campaign SuccessMille

2、nials and Gen Z Are Reshaping the Digital LandscapeLeveraging the Power of VideoThe Power of Good CreativeThe Latest Trends and Tech in CreativeP.03P.06P.11P.04P.07Table ofContentsTrending:Video and Creative in Social MediaFALL 2022SMARTLY.IO3Creative and Campaign Creative and Campaign SuccessSucces

3、sCreative has the power to improve long-term brand health,support sales spikes,change consumer behavior or brand perception,and even to endorse pricing power and elasticity over the long-term.Marketers are underestimating the importance of creativity and storytelling while overestimating the role of

4、 performance.Thus,countless creatives fail to be well-branded or sufficiently distinctive to get noticed.Connecting with consumers is easier done with on-brand and eye-catching creatives.So,how do you craft creatives that drive performance while telling your brands story?In this eBook,youll learn ef

5、fective strategies and tactics you can use across verticals,formats,and creative flows to take your social creative to the next level.Creativity is the biggest driver of non-incremental growth-when done well,it impacts business in several ways.70%70%of campaign success relies on creative quality,rel

6、evancy,and personalization,yet marketers still underestimate the role of creative effectiveness.Source:Google Media Lab0101Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO4CONNECTING WITH CONSUMERSConsumers want to be entertained,inspired,and heard.They come to social platforms to unwi

7、nd,watch entertaining content,and crave an element of discovery.They want unexpected content based on their personal engagement as they lean on channels to serve a wide variety of interesting content unique to themselves.To connect and build lasting relationships with consumers,brands need to show a

8、 great deal of creativity,storytelling,and agility.Brands still tend to underestimate the importance of good creative versus performance marketing and targeting,but todayin light of new formats,changing trends,and evolving audience behaviorwe need to refresh our expectations and lean into creative a

9、s the core driver of brand success.The The PowerPower of Good Creative of Good Creative0202Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO5LEVERAGING CREATIVE TO ACHIEVE DESIRED PERFORMANCEThe path to success is to achieve desired performance goals while producing beautiful creative r

10、esonating with each unique audience regardless of the screen,channel,or location.Each channel has its purpose and different reasons why they attract consumers:0202Hence,a multi-channel strategy and content scalability are essential.But channel scalability is nothing without continuous creativity and

11、 personalization as we all buy the same thing for different reasons from various channels.Great ads have to cut through the noise,stand out of the pack while being invisible,and feel as natural as organic content.The key to success is to create personalized stories and content that captures attentio

12、n,reach audiences across multiple channels,and deliver a relevant experience at every touch point to ultimately drive long-term brand loyalty and engagement.“Learn something new or to find out more information about a topic of interest”“Relax,boost their mood,and watch informational videos”“Find out

13、 information about a product or brand”“Visualdiscovery”“Unwind,laugh,feel happy and inspired”MetaSnapchatPinterestTiktokYouTubeTrending:Video and Creative in Social MediaFALL 2022SMARTLY.IO6MillenialsMillenials and and Gen ZGen Z Are Reshaping the Digital Landscape Are Reshaping the Digital Landscap

14、eGEN Z VS MILLENNIALSUnlike Millennials,who experienced the introduction of cell phones,social media,and the internet,Gen Zs are digital natives.They havent experienced life before the internet,which is a double-edged sword.They are far more media literate than any generation thats come before them,

15、but also more suspicious of legacy media channels and advertising techniques.Gen Zs content consumption is all about consulting multiple sources and fact-checking the content they consume because they are a savvier audience.As they are much more accustomed to“Connected life”and are often looking for

16、 community and a sense of belonging in their hyper-digital lives.We see this reflected in the platforms and media formats that resonate with them most:Short Form video formats(Reels,Tiktoks),dancing and music trends,as they crave entertainment and a community.Gen Z and Millennials are reshaping trad

17、itional beliefs about online entertainment,travel,shopping,news,and education.These generations get their entertainment from multiple sources,not just one.They are keen to try new things and take it as a lesson in learning,development,and growth.030382%82%of Gen Z consumers usesocial media as a way

18、to find new brands.Source:BTrending:Video and Creative in Social MediaFALL 2022SMARTLY.IO7The The Latest TrendsLatest Trends and Tech in Creative and Tech in Creative0404When designing your creative,especially for social media,its crucial to follow the latest trends both in content creation best pra

19、ctices and in technical innovation.When trying to reach users who only have a few moments with your brand amidst their organic feeds,youll want to make sure the content youre creating looks and feels as real and organic as the content to which theyve subscribed.With that in mind,heres a breakdown of

20、 the latest trends and technologies emerging across social creative channels and more broadly among social creators:CONTENT CREATORS ARE GREAT PARTNERS92%of consumers trust organic,user-generated content(UGC)more than they trust advertising,so leveraging creators in your creative is a must to increa

21、se your performance.Partnering with creators will help reach your creative velocity without over-stretching your brandwidth,giving you more time to focus on strategy and creativity.In addition,partnering with a Creator network platform is a great way to get quality creator content meeting your brand

22、 guidelines.Consumers trust organic,user-generated content(UGC)more than they trust advertising.Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO8THE POWER OF CREATORS AND AUTO-SYNCAuto-sync is a trend that has been gaining momentum.It involves people picking videos from their camera ro

23、ll and syncing them to sound effects and music automatically to create funky,music-video montages that are playful and fun to watch.Adding these sound effects and music takes advantage of topical tracks from sound libraries that align to viral trends and drives engagement with minimal added time in

24、post production.They enable generation of professional looking edits that lead to experiences that feel beautifully made and evergreen with just a few clicks of a button.SNACKABLE PERSONALIZED VIDEO CONTENT IS ESSENTIAL Tiktok utilizes the power of virality to connect users.They nurture authentic cu

25、riosity and consumer demands that traditional advertising might struggle to produce.Many products have seen tremendous growth in sales due to viral spread on TikTok resulting in sold out stores because of algorithmic recommendations and discoverability by TikTok users.These moments have coined the p

26、opular phrase“TikTok made me buy it.”The key is snackable content with a stylistic choice that hooks users attention.Having sharp and quick cuts at different camera angles or having text bubbles appear and disappear quickly is a great way to maintain audience attention.Advertisers that master these

27、techniques will maintain user attention and drive engagement.5X5X17%17%50%50%better engagement with video than images.higher rate of incremental conversions versus brands only using ads.improvement on incremental CPA when pairing videos to DPA campaigns.Source:Smartly.io0404Trending:Video and Creati

28、ve in Social MediaFALL 2022SMARTLY.IO9UTILIZE TEXT TO SPEECH FOR ACCESSIBILITY Text to Speech(T2S)is a quick and easy way to improve engagement on videos through the usage of sound.Especially prevalent on TikTok,T2S has since moved to other platforms short form video content.It provides consumers wi

29、th AI generated voice-overs that personalize communication and can scale based on language,leading to faster localization as well.If you are not using it yet,now is a great time to start!SOUND IS KINGTikTok is a sound-on environment.Content should always include sound or music in some form.Explore m

30、usic by criteria such as themes,genre,and mood.Using sound catches user attention and prevents users from scrolling past your content.Use unique sounds or music to help with brand recognition and include voice overs or text-to-speech captions for additional accessibility.93%93%73%73%73%73%of top-per

31、forming TikTok videos use sound.Source:TikTokof respondents said they would“stop and look”at ads on TikTok with audio.Source:Kantar Studyof top-performing e-commerce videos display closed captioning or text.Advertisers are also using voice overs or utilize text-to-speech captions.Source:H 0404Trendi

32、ng:Video and Creative in Social MediaFALL 2022SMARTLY.IO10GET READY FOR THE BIG SCREENTikToks,In-streams,Reels and other short form video formats have flipped the script on users typical engagement with social media.Instead of highly targeted content,social media distributes content with simple algo

33、rithms that slowly refine over time to constantly deliver the right content to the users at the right time,and its moving to the big screen.Pinterest TV,TikTok partnership with Vizio TV or YouTube TV indicates that social media platforms are moving towards curated content on non-mobile experience,in

34、creasingly becoming completely device agnostic.With recent social media platform shifts toward short format video,its crucial that you make sure youre thinking video-first in your approach.Source:Insider Intelligences Digital Advertising Trends to Watch in 2022EYES ON AUGMENTED REALITY Did you know

35、that interacting with 3D versions of products before buying reduces the probability of returns by 40%?AR lenses give consumers a highly engaging way of shopping from the privacy and comfort of their own homes.They unlock new,fun ways to interact with products in ways that gamify,entertain,and conver

36、t.Customers no longer have to go to the store to demo or try on productswith these new formats they can engage with them playfully as a form of entertainment,driving brand awareness and conversion.Source:Insider Intelligence-Shopping with AR on Social MediaTHE EMERGENCE OF ART GENERATORSAI Art Gener

37、ators such as DALL-E and Midjourney are AI systems that automatically generate art and images based on language prompts.Using them is as easy as typing in a description of anything that you want to see,at which point the algorithm produces something that oftentime fits the brief with shocking clarit

38、y and accuracy.Initial beta tests were a viral smash resulting in strange,absurd content that took the internet by stormand its evolution has only become more refined ever since.Creatives should stay on the top of this trend,to leverage AI Art Generators into creative production and iteration in the

39、 future.0404Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO11Leveraging the Power of Leveraging the Power of VideoVideo0505The rise of new social channels has resulted in not just competition between platforms,but also between creative formats.A clear leader in these categories is vid

40、eo-which has cemented itself as the most important creative format for all social channels and beyond.We can see its reach,not just in terms of the amount of content thats being created by brands every year,but also in terms of the uniquely different formats that are all catching fire across the cre

41、ative landscape.Short-form videos,augmented reality,filters,and other new content types in video are breaking new creative ground.Exploring these new formats as a brand looking to reach your audiences,is not always easy,so here are a few tips:3D Visualized Assets 3D assets are rendered visualization

42、s of product shots that boost immediacy,engagement,and conversion via highlighting products in a users real worldthrough embedded video,Lenses,and Augmented reality on mobile phones and other devices.Playfulness in Product Content Creative playful narratives can guarantee longer attention spans.Leve

43、raging playfulness doesnt need to be a high budget production,sometimes just looping motion,adding stickers,or overlaying effects can be playful too.Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO12Unboxing Thanks to unboxing videos,users are able to virtually experience a product.Thi

44、s can benefit people who are weighing multiple products before making a purchase.Unboxing recreates the feeling of getting something new and enjoying it for the first time,It is also an opportunity to showcase your brand,packaging,and the product quality.Professional LevelPostproduction The ability

45、to add swappable images,video,and motion graphics has dramatically lowered the barrier to entry for creating complex motion pieces.Video editors,social media creators,and knowledge workers are now creating professional-quality videos by inserting photos and videos set to sound within creative templa

46、tes that naturally boost the perceived production value,storytelling relevance,and generally make their content feel more alive.Eccentric Animation andAugmented Reality As the software behind video effects and animation gets more advanced,artists are developing unique approaches,giving content creat

47、ors new ways to express their ideas.Weve seen a rise in searches for playful animation styles and motion graphics in a time when new live action footage is harder to come by.Transformative Transitions To communicate more effectively and capture attention,creators are incorporating seamless transitio

48、ns and graphical elements into videos to bring their stories to life.Colorful transitions draw the eye powerfully from one scene to the next or reveal titles and logos within a commercial.While 0505Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO13the use of animated transitions and ov

49、erlays is not new,the fresh incarnations and popularity of these techniques is notable.User Generated Content(UGC)We now live in an environment where a lack of authenticity counts against businesses.UGC content can help brands connect better with their audiences,and thus achieve their performance go

50、als.Produced realism feels more intimate and raw as an advertising medium by breaking down traditional commercial barriers.Because consumers trust organic content,its critical for that content to feel native to social media.This is often more playful,“real life”,and creator-driven content.Its a grea

51、t way to show how real people benefit from your product or service.Brands can take UGC to the next level by leveraging creators who fit within their target audience.Direct Response(DR)Videos The direct response marketing model doesnt suggest a click from a customer,it demands it.Creating a direct re

52、sponse video campaign is a powerful way to get your message across to your customers and convince them to take immediate action.Social media platforms are offering a selection of creative ad units,with some of these performing particularly well in a direct response situation.Value-Driven How To Vide

53、os TikTok is exploding with life hacks from how to organize,how to apply a look,how to sort,how to make something.Life hacks are proving to be very engaging-showing the process increases viewer retention and provides value to your audience.More hot trends include:Tiktok made me buy it,I want it,I go

54、t it,Album cover,vogue challenge,3d photo trend,Tell me without telling me.0505Trending:Video and Creative in Social MediaFALL 2022SMARTLY.IO14Adopting a multi-channel advertising strategy that delivers relevant and personalized experiences with localized,entertaining,and authentic shoppable content

55、 is the key to success.Understanding what captures your customers interest on social unlocks a greater understanding of your customers and gives you insight into the kind of content they engage with.To reach your customers,you need to be at every step of their shopping journey with a unified brand s

56、tory to attract,engage and retain them.In A NutshellIn A NutshellTrending:Video and Creative in Social MediaFALL 2022SMARTLY.IO15Powering beautifully effective ads,Smartly.io automates every step of social advertising to unlock greater performance and creativity and is a leading Facebook marketing p

57、artner.We combine creative technology,ad buying automation and intelligence with outstanding customer service to help 700+brands scale their resultson Facebook,Instagram,Pinterest,Snapchat and TikTok.Last year Smartly.io acquired Ad-Lib.io and Viralspace.ai and are now a fast-growing community of 700+Smartlies around the world,managing over$4B in annual ad spend and growing rapidly and profitably.Visit Smartly.io to learn more.About Smartly.ioAbout Smartly.io