8 advertising trends that businesses should know about

Miscellaneous / by admin / April 03, 2023

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Basically, marketing is struggling to replace the sites lost in 2022.

1. Finding a TikTok Replacement

In 2022, the Chinese social network TikTok suspended work in Russia. Having lost this platform, entrepreneurs began to look for new platforms for distributing advertisements in the format of short videos. This year, according to experts, business will be testing options.

Yaroslav Zhukov

Head of the DIDENOK TEAM project team, influencer marketing expert.

The functionality of TikTok is partly offset by VK Clips, a similar tool on the VKontakte site. However, they cannot completely replace the social network. In this regard, advertisers are more actively looking at another alternative - YouTube Shorts. True, the volume of commercial placements there is still small. The format has every chance of becoming popular: short viral videos are a great opportunity to reach out to the consumer.

The next option to replace TikTok is Instagram* Reels. They are of interest to both the advertiser and the blogger. They combine charismatic branding trends with current trends. With the help of such videos, the advertiser can get high coverage, and the influencer can organically attract new subscribers.

instagram viewer

At the same time, it is worth remembering that Instagram* belongs to Meta*, an organization banned and recognized as extremist in the Russian Federation. That is, businesses should follow the news and consult with lawyersso as not to do anything outside the law.

2. Buying prerolls on YouTube

YouTube last year disabled monetization for bloggers from Russia and, accordingly, showing ads to the Russian audience. Previously, the videos appeared before the video. But editing capabilities allow creators to independently insert ads into their creations, which businesses will use more actively in 2023.

As Yaroslav Zhukov notes, pre-rolls are ready-made commercials that are embedded in the content blogger. Until March 2022, they were automatically added by the Google system: advertisers could not select a specific author or video, they determined only metrics and criteria (for example, geography, age of the audience, topics blog). After disabling monetization on the site, brands began to purchase pre-rolls directly. The format has become very popular: it is economical and efficient. The trend does not lose relevance in 2023.

3. Placements in telegram channels

After blocking Instagram* in Russia, many bloggers began to start their own Telegram channels. Advertisers followed suit.

Yaroslav Zhukov

Blogger channels concentrate the most active audience - it cannot be ignored. Demand remains both for classic product integrations (photos, videos, texts) and for more elegant communication formats. For example, in the midst of Black Friday, Telegram swallowed up branded GIFs from marketplaces. Some channels even changed their avatars to support the advertisements. It was spectacular!

The most liberated type of advertising on Telegram in 2023 is the so-called “circles”. These are short lifestyle videos that are recorded by bloggers without special preparation, processing and editing. Fans of nativeness will definitely appreciate this way of communication with the consumer.

If speak about Telegram, it is also worth mentioning the ad that appeared there not so long ago, which is automatically embedded between posts on channels. Experts note that while its launch is not available to everyone, since the minimum budget is hundreds of thousands of rubles. But everything can change.

Maxim Petrenchuk

Founder of the Social Stars agency, producer, marketer and writer.

Probably, the minimum budget for targeting in Telegram will decrease, because Pavel Durov often, introducing another innovation, tried to play elitism and closeness. Most likely, he understands that now he has the opportunity to win over the entire market of targetologists in Russia.

4. Strengthening the trend for nativeness

According to Maria Vylegzhanina, managing director of MDK Creative Agency, the trend towards informality in advertising will continue. Useful, interesting or entertaining information, where the advertised product or service is unobtrusively embedded, is perceived by the audience much more positively than direct promotion. Especially considering the so-called banner blindness, when the brain simply ignores advertising or similar pictures and videos.

Maria Vylegzhanina

Managing Director of MDK Creative Agency.

In 2023, the trend towards nativeness will intensify. This is due primarily to the advent of the law on labeling advertising. It has not yet fully earned, and all the rules of the game are still not clear to market participants. But one thing is known: it will have to be marked. It will most likely be long and bureaucratic. In addition, posts with a tag, if the content is not catchy, the user will also scroll more often.

Native advertising is a promotion option in which marking can be, but it is not so repulsive. When creating such a product, agencies and brands will need more creativity and knowledge of their audience. More high-quality and attractive content that is maximally focused on the interests of the user will begin to appear. Such advertising messages may not have a quick effect (I saw it and immediately went to buy), but they will build a positive image of the brand at the level of the consumer's subconscious.

5. Advertising in podcasts

Lifehacker has already held large-scale research of the native advertising market in podcasts and received a lot of interesting data. And the very fact that this area is being studied hints that the placement of integrations in this format is becoming more and more popular.

Anna Zolina

Deputy Executive Director for Marketing and Strategic Development of the Association of Managers.

More than 80% of users listen to podcasts for more than 7 hours a week. This form of advertising is effective - the chances of remembering what you hear are high. In addition, a potential client can return to the podcast anywhere.

6. Fallback to old proven tools

Mostly new formats have become inaccessible to Russian entrepreneurs. While the business is testing alternative tools, it is necessary to look for buyers somehow. Therefore, the volume of advertising distributed in the old fashioned way will increase.

Maxim Petrenchuk

Of course, the trend of 2023 is a partial return to the “Middle Ages”. Joke. Contextual advertising has become even more relevant, because it is traditionally a competitor of the target. Many Instagram* account holders will start creating websites, doing SEO optimization in order to run ads in search engines.

7. Using interactive tools

According to Nikolay Zhuravlev, General Director of Business Planning Experts LLC, one of trends for mobile games and applications - playable ads, the so-called playable, or interactive, advertising.

Nikolai Zhuravlev

General Director of "Business Planning Experts" LLC.

It can be a great way to increase brand awareness and encourage app installs. Unlike traditional advertising, such advertising is a unique combination of interactivity and gamification that helps brands maximize ROI by engaging users in real time.

These ads are especially effective in attracting active users as they allow them to play for a while before deciding to install.

According to Zhuravlev, interactive video advertising is also gaining momentum. It helps increase conversions or chances of re-engagement, as well as create a more memorable experience for viewers. Files cookie, i.e. browsing data from the user's device, can help design action buttons. For example, if a person has already visited a product's website, a "Buy Now" box might work better than a "Learn More" box. Ads may also offer in-app incentives and promotions that encourage users to purchase.

8. Advertising content localization

Users are increasingly looking for organizations, restaurants and services using the query “near me”. And entrepreneurs respond with an offer.

Maria Sokolyuk

Marketing expert.

According to the SafariDigital 2022 report, 97% of users searched the Internet for a local business. At the same time, users today are not just targeting businesses near them - they are also using local search to compare products and services.

Based on this, brands that pay attention to the specificity and relevance of content for a particular location will have an advantage. You can improve the quality of local advertising through the publication of promos and special offers on large geoservices (Google and Yandex Maps, 2GIS, Apple Maps). An emphasis on local ads in third-party services that show the location of the consumer and the distance to the target offline point will also help to attract the user's attention.

*Activities of Meta Platforms Inc. and its social networks Facebook and Instagram are prohibited in the territory of the Russian Federation.