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Back in the day (about ten years ago), Advertising consisted of complex projects that could cost millions of dollars, they were produced by corporate ad agencies, and it could take months for a campaign to be conceptualized, produced, and distributed.

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Since then, the internet has taken over the world, and advertising is more accessible. We can easily create an ad campaign for a fraction of what it used to cost and do it in a matter of hours. The world around us has become faster and more dynamic than ever before. In 2022 ad campaigns have to move at the same pace as digital platform content. So in this post, I just wanted to list the main factors that affected the change from traditional advertising to fast advertising and also explain why digital audiences widely accept this emerging format:

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Trends:

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What's trending these days? Have we all wondered the same thing, and will we keep wondering the same thing tomorrow? (Yes). Consumers look at trends to keep their lives updated in relation to mainstream culture. These updates can affect consumers at any level of their lives. Trends can incite people to explore new music or influence them in significant life decisions, such as how they fall in love or which city they would like to move into.

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I'm won’t say the traditional ad production method is dead or outdated, but trends do prioritize timeliness. Traditional advertising cannot keep the pace of social media platforms. At the same time, content creators' production could take a matter of hours, and because of that, social media content can easily surf the waves of culture and create relevant engagement. So if trends are essential for people, should they be on every brand's agenda?

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TikTok:

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One of the most exciting challenges in the ad world today is creating content that young people do not dismiss. Younger generations have always embodied the zeitgeist of their societies by heavily influencing trends and behavior alike. Gen Z is actively skipping ads, and much of TikTok's value is in its distribution of video ads young minds don't hate.

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Like many advertisers, I had the opportunity to understand that TikTok is a dream come true for this industry: ads are natively short, impactful, culturally relevant, and non-disruptive: users can like, comment on, and share User Generated Ads just as they do with any other User Generated Content, and unlike YouTube, you can skip these promotions with the flick of your thumb. TikTok is offering a style of content consumption that resonates with digital audiences. Because of this, advertisers can now create consumer-centered ads by following TikTok’s essential content guidelines: Fast, impactful, and authentic.

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A new #maincharacter:

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Unless you don't consume culture, the word influencer shouldn't come as a novelty. This social character has become so misused that many brands are now questioning the effectiveness of influencer marketing.

Influencer advertising has failed audiences by creating an exaggerated and unrealistic authority.

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On the other hand, traditional advertising often fails by casting actors with the same energy as the content that's sold at shutterstock.com. Traditional ads can explain a concept or an idea but fail at gaining trust from niches.

This is the sign for content creators to enter the ad scene: They present a new and organic approach to the communities and audiences they are catering to. Consumers want to know what other people say. People don't want to be told by someone else what they should buy. They want to know what their friends think about a product before making any decisions on whether it suits their needs or not.

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Advertising is evolving at an unmeasurable speed. The traditional advertising model on TV or the one that is used by outdated influencers no longer works for the 2022 consumer. We need a new approach that connects with communities authentically, where content creators and everyday consumers are the main characters (not the product or the brand).

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