It’s well known that video ads are a great way for ecommerce brands to get noticed in a crowded advertising market. Video ads drive better engagement than static ads, and they’re a great way to show off your product and brand.
The way to achieve success when it comes to ecommerce advertising is to stay ahead of the curve - and your competitors - to ensure your brand remains at the forefront of your industry. This involves keeping on top of trends in video advertising to make sure you’re not missing a trick with your ad strategy.
We spoke to Co-Founder of TikTok agency For You Advertising Olly Hudson and our own Paid Ads Specialist at UWP Cara Bousfield about the video advertising trends they’re seeing drive results for ecommerce brands, and this is what they said.
4 unmissable trends in video advertising
1. Short-form video
Olly Hudson, Co-Founder at For You Advertising
TikTok and its entrance to the social media landscape a few years ago has really brought short-form video to the forefront. Obviously shorter videos were around before then, but TikTok has had a transformative impact on the way we consume content, whether that’s organic content or ads.
We’ve seen people and brands shift their focus from image-based media like Instagram and long-form videos on Youtube, and more towards the fast-paced, 15-30 second hits of dopamine that come from short-form video on platforms like TikTok.
This has had a transformative effect on other social media platforms too, with the introduction of Instagram Reels, Youtube Shorts, and Pinterest’s own version.
This short-form video revolution is also becoming a significant trend in video advertising as brands are having to react to the new way people are consuming content.
As a brand, you want to capture the attention of your audience where they are, and making ads and content in general that uses this new, shorter video format is a great way to drive revenue.
2. Live streaming
A video advertising trend we’re seeing gain popularity is live streaming. Live streaming is a feature on social media platforms like Facebook, Instagram and TikTok that allow users and brands to stream content live to their audiences.
Live streaming can be useful for ecommerce brands in a number of different ways. Firstly, it’s an exciting and impactful way to launch new products, promote existing products, share updates about your brand and boost brand awareness. Streaming live gives you the opportunity to connect with a wide, far-reaching audience that might otherwise miss out.
What makes live streaming a trend in ecommerce advertising specifically is the possibilities it opens up for selling directly to consumers. Live stream video shopping presents a new way to replicate the personal experience of in-store shopping, and it’s something that has already been achieving immense success in China. Apps like Instagram and TikTok make live stream shopping easy to set up, and there’s also a big push from TikTok internally to get more brands on live streams.
The ability to drive increased engagement and get real-time results makes live streaming a new trend in video advertising that ecommerce brands should be jumping on board.
3. Authentic ads and UGC (User-generated content)
Olly Hudson, Co-Founder at For You Advertising
An emerging trend in video advertising that we’re noticing get bigger month on month is ads that are created from user-generated content (UGC). With the rise of TikTok and short-form videos in general, we’ve seen an upsurge in more authentic, raw video ads that are less ‘sales heavy’.
This is content that doesn’t really feel like an ad. It’s not something people will see as they scroll through their social media feed and just skip past immediately, like the highly-produced ads you might see on Facebook.
TikTok and Instagram Reels really favour videos that are produced by real people in an authentic way, and we’re seeing that unboxing videos, reviews and product demos are what’s really driving results for ecommerce brands.
People like to engage with content that doesn’t feel like an advert. Utilising UGC for your ads helps to stop people scrolling, generate interest in your product, spark desire and drive action. People shouldn’t feel less like they’re being sold to. Instead, they should feel like they’re just consuming content.
4. Video ads on social media
Video ads on social media are nothing new, but I thought it was worth mentioning here how we’re seeing a huge spike in interest in video ads on social media. Brands are generating much better engagement from video ads, perhaps as a result of the growth of platforms like TikTok, which is making them a trend in video advertising once again.
Video ads help you build connections between your brand and your audience more effectively than static ads, allowing you to share your brand story and captivate audiences across different platforms.
Ultimately, videos are more interesting than static ads, making it easier to grab people’s attention and stop them scrolling. On Facebook, video ads get 10-30% more views than other ad formats. On Instagram, videos get 38% more engagement than images. It’s easy to see why video ads on social media are becoming more and more popular with ecommerce brands as they’re an effective way to share your message, boost brand awareness, drive traffic to your site and generate sales.
This blog post features insights from "4 unmissable trends in video advertising", an episode from our Setup for Lifetime Value podcast series featuring Co-Founder of For You Advertising Olly Hudson and Paid Ads Specialist at Underwaterpistol Cara Bousfield. You can watch the full episode here.
A helping hand from the paid ad experts
With thumb-stopping visuals, inspiring copy and powerful calls to action, we drive high quality traffic to stores, engaging with your potential customers in the right place and at the right time. Talk to us about how we can support your paid ads strategy.
Are you keeping up with your competitors?
Your customers see up to 10,000 (!) ads per day – yours needs to command attention. That's why we’ve packed this free guide with creative advice from Art Director Francesca Boyd, Design Lead Sara Azmy, and Copywriter Zara Kenyon.
We'll reveal the cost-efficient tricks and tactics that elevate your brand across every platform, so you can scale up your ROI and ROAS to achieve your best year yet.