While 2021 was a record year for ad spending, even more growth is expected in 2022.
According to the most prominent global ad agencies (Magna, Zenith, and GroupM), the U.S. ad market will exceed $300 billion and the global ad market will surpass $700 billion.
For your organization to capitalize on this opportunity, you must understand what will capture the attention of your Muslim consumer target audiences.
This is why, in the coming weeks, we will take a look at the top online advertising trends for 2022.
In this article, we will look at the top video advertising trends that will propel you to get the best out of your Muslim target audience in 2022.
The #1 Video Ad Trend for 2022: Video Ads Are Shrinking
Expect the vast majority of video production in 2022 to be for short videos. According to Hubspot: “A video up to 2 minutes and 30 seconds in length is considered short-form”.
It’s been a known fact for a while now that online users have very little patience and an even lower attention span.
The worst part is that research is now showing that attention spans keep getting shorter. In 2019 the Insights from RevJet’s Q3 Consumer Ad Experience Sentiment Report mentioned that 25% of adults close a video after just 10 seconds.
Is it Worth Creating Video Ads for Muslim Consumers?
So why bother with videos then, if users are hardly looking at them?
It’s not that they are hardly looking at them, users want you to cut to the chase faster or they will bounce.
The mobile video ad spending in the United States alone is predicted to jump from $22.9 billion in 2020 to $53.9 billion in 2025.
Here are five video marketing stats from LemonLight that will convince you to produce video ads for Muslim customers:
- 94% of users say that watching a video has helped them make a purchase decision at least once.
- 99% of users enjoy watching online video content from brands.
- 84% of marketers say video has helped them generate leads.
- 90% of people say they discover new brands or products on YouTube.
- 95% of the message is retained by users when it’s conveyed via video.
Short-form Video Trends for 2022
To get the best out of the short-form videos, create videos according to trends marketers are forecasting for 2022.
Here’s a look at the top trends:
Community-building Brand Challenges
Brand challenges are when a brand challenges its audience to do something good and show it online. It’s a great way to get user-generated content, boost traffic, and build community on TikTok and Instagram using themed hashtags.
The #KeepingActive hashtag, for example, has created a community of fitness enthusiasts making it the go-to hang-out place for them.
Current TikTok views for #KeepingActive: 7.1 billion
Behind the Scenes Brand Videos
Muslim consumers like any other group of consumers seek authenticity and transparency. Creating videos that show what happens behind the scenes humanizes your brand.
According to a study by Sprout Social, 70% of consumers feel more connected to brands whose CEO is active on social media platforms.
Whether you like football (soccer) or not, this behind-the-scenes video of Antonio Conte’s first day at Tottenham Hotspurs is the essence of how behind-the-scenes videos should be done.
It’s more than 8 minutes long but the first two minutes are perfect for a short video.
Antonio Conte is a bigger brand than the Spurs themselves and in this video, we see him, not as the football machine that he is but as a human being.
Due to restrictions, we cannot host the video here but you can watch Antonio Conte’s first day at Tottenham Hotspur on YouTube.
How-to Videos
According to a 2020 report by Wyzowl, there is an increasing trend towards educational videos.
Ask yourself this: “Have I ever learned how to do something with the help of a YouTube video?”. Most likely the answer is yes.
How-to videos have high added value as they help your audiences maximize their efforts in their day-to-day struggles.
If your brand starts utilizing how-to videos as part of your Muslim marketing strategy, you can improve lead generation while building stronger brand loyalty.
Outstream Videos
Research by Teads has found that “66% of US users declared they hated when video ads automatically played with sound”.
That’s why a significant number of users are watching without sound.
Outstream videos are a great option and are gaining massive popularity.
These types of videos are integrated into the content the user is reading. That’s why they are also known as ‘native video’ or ‘in-read video’.
Outstream videos start playing without volume when the user scrolls over them and they pause once they are out of view.
It is important to remember that captioning and on-screen instructions are necessary to ensure that your video content is understood.
Optimizing for soundless playback video can help make your video content more accessible.
For the best example of this just look at your social media feed:
Micro Video Ads
We’ve mentioned that 25% of adults close a video after just 10 seconds.
What if your video ad finishes playing before the 10-second mark? Wouldn’t that ensure that all the content will be seen?
The challenge is creating something engaging and informative enough within 6 to 10 seconds. If you succeed in doing so, your chances of the user clicking on the ‘skip’ button are lower.
Micro video ads tease users just enough to make them want more.
Design Shack recommends the use of “fast-paced or highly engaging visuals to grab users and lure them to your website with this video marketing trend”.
Conclusion
The year 2022 promises to be a significant year for brands advertising online. However, not all online advertising activities will work for every single brand. Video advertising is one of the most talked-about tactics for 2022.
However, to capitalize on a market with exponential growth, like the $3 trillion Muslim consumer market, you need to work with experts like Muslim Ad Network. So feel free to contact MAN – no strings attached – and let us talk about your Muslim online video advertising plans for 2022.
