On newer platforms like Reels, brands can see boosts in organic reach. “Reels is currently organic-only, so it’s a great time to test and take advantage of the fact that Instagram is prioritizing first movers to this space,” Petersen of Weber Shandwick said.

The role of political advertising in social media will be a key discussion topic in 2020—an easy prediction to make. Kantar Media expects that US digital political ad spending will reach $1.2 billion this year, and we believe the social platforms that continue accepting political advertisers will be major beneficiaries of that spending.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

We also ran some UGC as in-feed ads to help us extend the reach of the organic hashtag. What were the results? Watson: To date, videos tagged with #OlaplexBun have been viewed nearly 22 million times on TikTok. Shift Budget Into TikTok. It’s OK to start small. It’s still early days for TikTok advertising, and while spending is growing quickly, it’s still a small share of budgets.

With the emergence of viral commerce, micro- and nano-influencers now have the potential to reach a wider audience. Also, viral commerce is more reliant on organic posts than paid advertising, so working with influencers is a general best practice for extending reach. Shoppable content is now commonplace across social platforms.

Campaigns Turn to Organic and Influencer Marketing. As political campaigns found their paid media efforts on Facebook and Twitter curtailed, many turned to organic content to spread their messages. But while organic posts may drive engagement, they don’t tend to reach as many people as ads do. “Organic posts tend to get less reach than paid placements do,” Digilant’s Addonizio said.

Whether for organic social media marketing, paid advertising, or influencer marketing, short video should be on every marketer’s playlist. Use YouTube to Reach Long-Form Video Viewers. YouTube is still an essential vehicle for social video marketers thanks to its enormous user base and high popularity across all age groups.

As social network user counts reach new milestones, brand marketers can’t ignore this massive audience, its behaviors on different platforms, and the enhanced targeting capabilities now available from ad products.

In March, April, and May, we scaled back a few of our efforts, but we found one of the most effective ways to reach our consumers was via organic social. Social has certainly been a go-to channel for most marketers during the pandemic.

As of now, most of the reach on livestreams still happens post-live, Gerber said. Tap ISR for Branding Power and Incremental TV Reach. Agencies are seeing mounting interest from brands in ISR placements on social despite the lack of heavy investment. Facebook is the largest player with its ISR product, though advertisers are also investing in commercials on Snapchat shows.

With the emergence of viral commerce, micro- and nano-influencers now have the potential to reach a wider audience. Also, viral commerce is more reliant on organic posts than paid advertising, so working with influencers is a general best practice for extending your reach. Shoppable content is now commonplace across social platforms.

For example, advertisers can reliably reach younger consumers on TikTok, while Facebook skews older. Do take advantage of trending audio and memes. Banking on your brand’s organic content going viral isn’t the most reliable social video strategy. Using sounds and video styles that users are likely to recognize allows brands to leverage virality more consistently.

As social network user counts reach new milestones, brand marketers can’t ignore this massive audience, its behaviors on different platforms, and the enhanced targeting capabilities now available from ad products.

TikTok has launched a new native ad format, Spark Ads, which allows brands to amplify their own organic content or existing user-generated content via paid in-feed or TopView ads.

With a wealth of first-party professional audience data, LinkedIn is sitting on a valuable asset. This report explains how marketers and advertisers can best use LinkedIn’s tools to reach and engage users on the social network.

And while brand building remains global marketers’ top objective, mass reach channels may not always fit the bill. With a focus on brand building, marketers are continually looking for ways to stay top-of-mind with potential buyers. Many are turning to social media—and influencers—to make more personal (and profitable) connections with consumers.

Marketers should consider that not all users they reach on social platforms feel safe interacting. Those who don’t may be less likely to engage with ads or interact with brands’ organic social content. Marketers should aim to intimately understand social platform environments and the nature of conversations taking place.

It will leapfrog France next year to reach seventh, and Germany in 2025 to reach sixth. Indonesia bumped out Brazil to reach the top 10 this year. Those two markets will compete for 10th place going forward and will likely trade places several more times.

In addition, Story ads can incorporate some of the interactivity that organic Stories have.

., and Ulta Beauty will bring new products to existing customers and reach new ones. Technology will increase speed and reduce friction at checkout. In a Q2 2021 Sensormatic Solutions survey, more than half of online shoppers said that self-checkout would entice them to return to physical stores.

Though these have been around for years, they offer broad reach and give marketers a chance to test the waters before diving into higher-cost activations. Meanwhile, VR can build far more immersion, but getting the best experience requires a pricey headset.