ACCORDING TO THE STUDY, ONLINE MEDIA USERS WILL DOUBLE BY 2022. THIS IS THE HIGHEST NUMBER, WITH AROUND 1.2 BILLION USERS ACROSS MEDIA PLATFORMS. HOWEVER, THIS FIGURE DOESN'T ACCOUNT FOR MOBILE DEVICES SUCH AS SMARTPHONES AND TABLETS. THEREFORE, OTHER FACTORS SHOULD BE CONSIDERED WHEN PLANNING AN ADVERTISING CAMPAIGN. ONE OF THE MOST IMPORTANT CONSIDERATIONS IS THE TARGET AUDIENCE. THE ADVERTISING CONTENT SHOULD SPEAK TO THE LIFESTYLE AND INTERESTS OF THE TARGET AUDIENCE AND PROVIDE AN ALTERNATIVE PERSPECTIVE. CONVENTIONAL RESEARCH IS ESSENTIAL, BUT VARIOUS DATA PARTNERS ARE AVAILABLE TO AID THE PROCESS OF UNDERSTANDING YOUR AUDIENCE'S LIFE.
AS THE POPULARITY OF MOBILE DEVICES CONTINUES TO RISE, ADVERTISERS ARE LOOKING FOR NEW WAYS TO IMPROVE THEIR ADVERTISING CAMPAIGNS. IN THE YEARS AHEAD, THESE NEW FORMS OF ADVERTISING WILL LIKELY INCLUDE VIDEO, AUDIO, AND SOCIAL. AS A RESULT, A FUNCTIONAL ANALYSIS OF ADVERTISING ACROSS MEDIA PLATFORMS IS ESSENTIAL TO UNDERSTAND HOW THESE PLATFORMS WILL PERFORM IN THE FUTURE. BELOW, WE'VE OUTLINED SOME OF THE SIGNIFICANT TRENDS WE'RE WATCHING IN THE YEARS AHEAD. IN THE FOLLOWING YEAR, SOCIAL MEDIA WILL BECOME A MORE PROMINENT FOCUS. FOR ONE, TWITTER HAS ALREADY BEGUN DEVELOPING A FULL-SCREEN VIDEO FORMAT FOR ITS TWEETS. IT IS A MOVE THAT PLAYS OFF OF THE GROWING POPULARITY OF SHORT-FORM VIDEOS. THIS FUNCTIONAL ANALYSIS FEATURE WILL BE AN IMPORTANT DEVELOPMENT FOR SOCIAL COMMERCE, AS VIDEO CONTENT IS A SUREFIRE ENGAGEMENT WINNER. VIDEO ADS, FOR EXAMPLE, WILL CONTINUE TO GROW IN 2022 AS MORE USERS ENGAGE WITH THEM VIA VIDEO. IN 2022, THE WORLD OF MEDIA AND ADVERTISING WILL UNDERGO MANY CHANGES. THESE CHANGES WILL INCLUDE CHANGES TO THE WAY THAT CONSUMERS VIEW ADVERTISING AND THE PRODUCTS THAT THEY PURCHASE. BUSINESSES MUST PREPARE FOR THIS TRANSFORMATION NOW. THE CHANGING MEDIA LANDSCAPE IS PRESENTING COMPANIES WITH SEVERAL NEW OPPORTUNITIES AND CHALLENGES. CORPORATIONS MUST BE READY TO ADAPT QUICKLY TO STAY AHEAD OF THE CURVE. HERE ARE THREE WAYS TO MAKE THE MOST OF THESE OPPORTUNITIES AND REMAIN COMPETITIVE IN THE FUTURE. SOCIAL MEDIA INFLUENCERS ARE A POWERFUL AND GROWING MARKETING TOOL. INFLUENCERS CAN ATTRACT AND RETAIN CUSTOMERS. INFLUENCERS CAN REACH AN AUDIENCE OF MORE THAN A BILLION PEOPLE. INFLUENCERS HAVE A WIDE RANGE OF AUDIENCES, AND THEIR CONTENT CAN BE HIGHLY RELEVANT. INFLUENCERS OFTEN SHARE THEIR STORIES WITH THEIR FOLLOWINGS AND INTERACT WITH FANS. THEY ARE ALSO ABLE TO INFLUENCE CONSUMER BEHAVIOR. IN TERMS OF FUNCTIONAL ANALYSIS, THE FUTURE ADVERTISING IDEAS ON SOCIAL MEDIA WILL BE DETERMINED BY TRENDS. TRENDS ARE RAPIDLY BECOMING MORE CRITICAL, AND MORE TOOLS WILL BE CREATED TO PREDICT THEM EARLIER. THIS WILL BE A MASSIVE OPPORTUNITY FOR BRANDS, BUT THEY WILL CONTINUE STRUGGLING TO ADAPT TO THE SOCIAL MEDIA CULTURE. TO HELP THEM, SOCIAL MEDIA COMPANIES HAVE LAUNCHED THE CREATIVE EXCHANGE PLATFORM AND WILL CONTINUE TO PROVIDE NEW RESOURCES AND TOOLS TO ADVERTISERS. TIKTOK USERS SHOULD LOOK FOR SOUNDS THAT REPEAT. TO FIND THESE, VISIT THE FOR YOU PAGE TAB ON THE PLATFORM. NEXT, TAP THE DISC ICON AND CLICK ON THE VIDEO YOU'RE INTERESTED IN. YOU'LL SEE THAT THE VIDEO HAS BEEN POSTED WITHIN THE PAST WEEK. THIS IS A MASSIVE OPPORTUNITY FOR MARKETERS WHO WANT TO MAKE MORE MONEY WITH SOCIAL MEDIA. HOWEVER, BE AWARE THAT TRADITIONAL PAIN POINT-BASED MARKETING TACTICS ARE NO LONGER EFFECTIVE ON TIKTOK. IN 2022, THE FUTURE OF DIGITAL MARKETING WILL BE SHAPED BY NEW TECHNOLOGIES. AS A RESULT, ADVERTISING MUST BE TAILORED TO A PARTICULAR AUDIENCE AND OFFER THEM A UNIQUE PERSPECTIVE ON THE WORLD. THIS WILL REQUIRE AN INVESTMENT IN UNDERSTANDING A PERSON'S LIFESTYLE, DREAMS, FEARS, AND HOPES. EVEN CONVENTIONAL RESEARCH CAN BE INVALUABLE IN THIS EFFORT. MANY DATA PARTNERS HELP MARKETERS UNDERSTAND THE AUDIENCES THEY WANT TO TARGET. IN THIS REPORT, I'LL FOCUS ON FACEBOOK, WHICH CONTINUES TO PROGRESS IN ECOMMERCE. FOR EXAMPLE, IN EARLY 2017, FACEBOOK LAUNCHED A SHOPPABLE FEATURE ON ITS PLATFORM, AND INSTAGRAM IS ALREADY INTEGRATING MORE SHOPPING TOOLS THAN EVER. AS THE AD INDUSTRY MOVES TOWARDS IN-STREAM SHOPPING, FACEBOOK WILL LIKELY CONTINUE IMPROVING THE EXPERIENCE, PAYMENT, AND PRODUCT DISCOVERY. IN ADDITION, I'LL DISCUSS SOME UPCOMING CHANGES FOR ADVERTISING ON FACEBOOK, INCLUDING A MORE STABLE CONVERSIONS API AND AN EVOLUTION OF ITS PIXEL. FACEBOOK'S FUTURE LOOKS BRIGHT. THE PLATFORM IS EXPANDING INTO NEW MARKETS AND EXPANDING INTO OTHER MEDIA FORMATS. IN ADDITION, IT WILL ADD MORE AD TOOLS AND EXPLORE THE CONCEPT OF A "METAVERSE." WHILE THE COMPANY FACES CHALLENGES AND VARIOUS INVESTIGATIONS WORLDWIDE, IT SEEMS SET FOR GROWTH. IN 2022, FACEBOOK WILL LIKELY BE THE MOST VALUABLE BUSINESS IN THE WORLD. THE STUDY IS ESSENTIAL IN UNDERSTANDING HOW THE MEDIA PLATFORMS INDUSTRY WILL CHANGE IN THE COMING YEARS.
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