Video advertising has grown more in the last five years than it has in the last twenty.
Video advertising has grown more in the last five years than it has in the last twenty. Almost all users today have access to near-professional level video production and editing facilities. Platforms like TikTok – which recently surpassed one billion monthly active users – are increasing this creative potential, while changing consumer habits, because the short, easy viewing video is the preferred format for users.
Video consumption is constantly growing due to its popularity among young people. In fact, according to a YouTube study, one in two Millennials and GenZ users say they “don’t know how they can imagine life without video.”
As always, advertisers and publishers must adapt to changing market conditions. Short-form video has huge growth potential for the entire ecosystem. However, taking advantage of this opportunity requires learning from the past to create stronger and more transparent relationships between social media on the one hand and traditional media, such as newspapers, and digital- only media on one side.
Learning from the last twenty years of social networks
The rise of social media over the past twenty years has continued to transform the publishing industry. But despite a conflicting relationship, social networks are now a central pillar of almost all content producers including the traditional press (for example Le Monde), as well as the strategy of all announcement.
The relationship between social networks and traditional media works in two ways: traditional media and news organizations have the opportunity to reach a new target, and social networks gain legitimacy through dissemination of reliable information. At a time when the risks of fake news and conspiracy are increasing – in fact, 21% of French people subscribe to at least 5 conspiracy theories – the publication of articles from the established media in the social network allows these social platforms to gain credibility and trust among users
But it doesn’t stop there. The media is not just following the public on new platforms. In fact, they help shape the types of content that social platforms can offer. Take the example of Seeke (Nine Media Group), which entered into an agreement with TikTok in early 2021 to provide the platform with reliable and original science-based video content aimed at a young audience.
In the era of short-form video, protecting and nurturing this value exchange is critical to getting the most out of it in the advertising ecosystem. Initially used for informal exchanges between friends, social platforms quickly became a source of information for users as well as a true commercial platform for brands. Likewise, platforms that offer short-form video content are becoming more popular. Integrating viral and news content as part of a growth strategy, however, requires the support of well-established news and content outlets to bring the necessary credibility to these platforms. At the same time, to participate in the short-form video revolution, these media (as well as advertisers) must be assured about the reliability of these growing platforms.
Build transparency and trust around video
Whether it’s a medium or a brand, content monetization and advertising effectiveness rely on many of the same levers. To monetize content, or to ensure an advertisement is effective, you need total security transparency in your media environment. For example, by validating data collected by third-party social networks.
For content creators, this may mean programs like the one Facebook offers with its Facebook Instant Articles format. This allows them to publish and monetize content directly on Facebook, while including third-party partnerships that guarantee brand safety, protection against fraud and transparency of advertising performance.
However, video will also require validation and sharing of new information with traditional media and advertisers, especially since the dynamic nature of video makes it harder to categorize than written content.
As the budget for short-form video increases in the coming years, social networks must work proactively with brands and media to secure the video environment of the future. By partnering with third-party measurement solutions for an objective video safety analysis, overall brand and content safety can be improved
In fact, third-party authentication (as well as industry standards such as 4As and GARM) can help different stakeholders reach mutual agreement on security baselines to use. In addition, it may allow brands to perform customized compliance and security checks as needed (for example for a specific video campaign).
In short, it requires brands, social media, traditional media, and third-party security solutions to work together seamlessly to create an environment that harnesses the full potential of this new opportunity for every stakeholder.