Video Marketing - The Dominant Trend in New Online Marketing

 The year 2020 marked a period of global upheaval, as the entire world grappled with the largest pandemic of the century - COVID-19. This crisis not only claimed the lives of millions but also affected every facet of society, especially the economy, and notably, brought the service industry to a standstill. Many had to work from home, and a significant portion of the population lost their jobs, leaving them unable to cover expenses, resulting in substantial societal turmoil. However, amid such chaos, there are industries that have thrived more than ever before, and one such industry is Online Marketing, with Video Advertising standing out as a booming sector worldwide this year, particularly with the specific advertising methods outlined below.

  • Tiktok

In the age of technology, everyone owns a smartphone; from young to old, all are following every new technological trend. Especially in the midst of the pandemic, everyone has had to adapt due to the two rounds of social distancing measures. Consequently, the smartphone has become an indispensable companion. This situation has prompted large companies to keep up with the trend and introduce entertainment applications that attract a vast number of users. TikTok and the IGTV feature on Instagram are prime examples of this phenomenon, garnering significant attention from a wide user base. Moreover, users themselves can easily create videos, which is a key reason for the immense popularity of these platforms. It's no longer just celebrities who can create videos; anyone with an account can record and upload videos. This has also facilitated easier monetization through TikTok. However, the lack of content moderation prior to publishing is a cause for concern.

Over the past year, short videos have demonstrated their powerful allure, becoming an integral part of everyone's life. According to WordStream, approximately 86% of marketers utilize video content for advertising, education, and entertainment. With these short videos, viewers have the choice to watch or not, depending on the content's appeal. This means there's no compulsory viewing of ads that can be skipped after a certain time. Perhaps this is why TikTok, as of December 2020, ranks as the top free app in the Entertainment category on the Apple App Store (according to Apple App Store). Moreover, TikTok was the third most downloaded app globally as of early 2019 (according to Business of App). Two months later, the app surpassed both Instagram and Facebook in app store downloads, reaching a billion downloads (according to Business Insider). According to Global Web Index, a staggering 90% of TikTok users access the app multiple times a day. 

  • IGTV

Not only TikTok but even Instagram Stories and IGTV have achieved considerable success in 2020. With over 500 million accounts using Instagram Stories daily, this usage is on par with Facebook and Messenger combined, surpassing Snapchat's 190 million daily users. Instagram alone is projected to contribute around 30% of the company's total ad revenue by the end of 2020 (according to Brandably). These figures demonstrate the power of Video Advertising and how it has influenced user behavior.

  • Google Ads

Lastly, Google Ads' video advertisements, though not a novel concept like the aforementioned platforms, remain the most traditional and standardized form of advertising, marking the era of Video Marketing. Known as an effective way to generate income from websites to mobile apps, it offers numerous ad display options, including customizable ad content within the webpage. The only limitation is Google's strict and occasionally "demanding" policies, frequently updated and requiring advertisers to stay updated. While making money with Google is not easy, collaborating with them can be very rewarding. Moreover, if you're concerned about Google's policies, consider partnering with a website or app management agency that offers publisher services. Whether running ads independently or through an agency, Google Ads Video is always a smart way to increase income from existing resources. Don't miss out!!

With the Lunar New Year approaching, many brands are intensifying their communication efforts, releasing numerous high-quality short video ads. Video Advertising is not just an untapped realm; it's gradually solidifying its position as the foremost trend in today's online advertising landscape, achieving outstanding revenue growth and significant impact on user behavior.

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