A consumer’s path to purchase is rarely linear, and it gets more complex with time. It’s highly unlikely that consumers are instantly converted after viewing just one ad. All it takes is a search (or two) to divert consumers away from your business. So, how to differentiate your brand from your competitors? Spice up your existing advertising mix by adding some new flavours.
Advertising trends come and go, but these strategies are poised to continue shaking things up in 2022. Take note, advertisers. You may want to add the following tactics into your playbook.
Creating a truly effective advertising strategy is no easy feat. Utilising the right media to get your brand message out can significantly boost your return on investment (ROI). Advertising in this day and age is no longer just about the “offline versus online advertising” debate. It’s about building your business presence everywhere – as the lines between the real world and the digital world are increasingly blurred. Advertisers need to hatch a cohesive game plan that leverages offline and online media, in order to move the needle and reach consumers at various touchpoints.
Case in point: The launch of Disney+ Hotstar in Malaysia last year. When the news of its impending arrival first hit our shores on 1 May 2021, The Walt Disney Company also activated a 360° through-the-line marketing campaign across multiple advertising platforms: out-of-home (OOH), television, radio, and online media (YouTube, TikTok, and Twitter).
Disney did a great job in localising their ad campaign for Disney+ Hotstar
Source: MarketingInteractive.com
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Technology has provided us with a sense of convenience and connectivity that were almost unheard of decades ago. Now, we are fast becoming a digitally-skewed society with a world of information at our fingertips – thanks to digital devices like smartphones and laptops. Of course, digitalisation doesn’t come without a cost. Overdependence on smart devices has caused a change in consumer expectations, in tune with rapid technological advancement. Simply put, the average human attention span has plummeted, forcing advertisers to change their approach in converting consumers with lesser time in hand.
In this mobile-first age, video ads typically perform well. Research showed that 84% of consumers were cajoled into purchasing a product or service after watching a brand’s video. I mean, who doesn’t love good video content? The wittier it is, the better. But today’s viewers aren’t watching video ads for as long as they used to. Unless it’s captivating, most people aren’t willing to sit through the entire ad. Want to get a leg up on the competition? Create snackable content such as short-form videos that are easily consumed by the digital audience. Since consumer attention span is shrinking, shorter video ads work wonders in retaining their curiosity. TikTok is currently at the forefront of the short-form video phenomenon, with Instagram Reels and YouTube Shorts following suit.
Short-form videos ride on the trend culture, which helps in driving brand visibility and awareness. TikTok, for instance, is wildly popular for its social challenges. The ultimate goal is to get your content on TikTok’s coveted For You Page aka FYP. What is FYP? It’s the first page you see whenever you launch the TikTok app. FYP is basically a content discovery page, where TikTok’s algorithm recommends content to users based on their interests and viewing habits. If done right, your brand will be able to reach your intended audience - provided that your content resonates with them.
You know that one tiresome joke that gets retold a gazillion times, it’s not funny anymore? Imagine watching an ad concept being recycled by multiple brands, simply because “that’s what everyone is doing”. Even though imitation is the sincerest form of flattery, there’s only so many times one can be amused by the same old thing. In fact, your ad may lose its effectiveness because consumers were already exposed to similar ad concepts repeatedly.
Don’t get me wrong. It’s perfectly normal to be enthused by the works of others, as we seek inspiration to create our own masterpiece. However, there is a fine line between drawing inspiration from other sources and making something that’s uniquely yours, and outright copying. Remember this rule: consumers are attuned to originality, as they are repulsed by copycat content.
Here’s another tip: don’t resort to clout-chasing. It may seem like a shortcut to success, but it does more harm than good. Not only does it reeks of inauthenticity, but it’ll also cause consumers to lose trust in your brand.
All in all, advertising trends serve as a general guide on prevailing tendencies in the industry. While it’s vital to keep your finger on the pulse, not all trends are meant to be followed blindly. As long as your advertising strategies are aligned with your brand, you’re on the right track.