Creator funds see mixed success: Social platforms offer more monetization tools than ever, but many content providers still struggle to get paid.

Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.

As retail’s digital dominance grows, Google successfully captures retail ad dollars: Its investments in social commerce on YouTube and improvements to Google Shopping appear to have paid off.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

Ninety-one percent of respondents indicate that they coordinate retail media with other digital advertising channels, such as paid social and social advertising. There’s still room for improvement in this relatively young channel. When asked to describe their teams’ maturity level, only half the respondents report that their teams are above-average or extremely sophisticated.

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.

For shoe retailer DSW, TikTok is a place to test, learn, and have fun. In this excerpt from our new report, "Marketing in the Short-Video Landscape," Maria Wollenburg, DSW’s manager of social media and content, shares what the company has done on the social platform and what was learned in the eight months since launching its first TikTok paid ad campaign.

Social entertainment is here to stay. With the dramatic rise of TikTok, along with the growing number of traditional social platforms and standalone apps in this space, we are convinced that short, user-generated videos will be a lasting part of the social media landscape, particularly for organic and influencer marketing, paid advertising, and social commerce.

The platform is bridging the gap between paid social, organic marketing, and influencer marketing. A cohesive strategy that puts creators and community front and center will yield the best results. TikTok’s Ad Business Is Booming. “Don’t make ads. Make TikTok videos” is TikTok’s mantra for its advertisers.

On today's episode, we discuss the main takeaways from Facebook's corporate name change to Meta, Instagram's affiliate shops development, how out-of-stock messages could affect advertising, Instagram Reels ads versus TikTok paid ads, selling out this year's Super Bowl ads, reacquainting yourself with the commute, a hidden secret in the number pi, and more. Tune in to the discussion with eMarketer analyst Blake Droesch and principal analysts at Insider Intelligence Suzy Davidkhanian and Paul Verna.

Petco promoted the event through a paid social ad campaign, in partnership with Blue Hour Studios. Running from April 29 to May 1, 2021, the event featured creators like livestream host Arielle Vandenberg (@arielle), who has 1.4 million followers on Instagram. Blue Hour Studios’ Higgins said the combination of creators, organic content, and paid media led to strong results.