Media Trend Report for 2022: How companies should sell in 2022 to avoid becoming obsolete
It looks futuristic, but it isn’t. If not, they are projections from different media experts in relation to how brands sell and will sell on different platforms, taking the lead into the future.
We are not talking about advertising on television, radio and websites. That is already traditional. Today there are new spaces where sales are increasingly close to the mass user. We are talking about Netflix, TikTok and YouTube, among other platforms. This was reflected in the Media Trends Report for 2022 prepared by the Dentsu International company.
Although, this report could be a guide for SMEs and large retail companies, calling for attention, those who consider these suggestions will undoubtedly lead sales.
During the pandemic we saw how entrepreneurs spontaneously used their social networks to sell. Its real and natural content conquered customers, leading large companies like Snapchat, TikTok and Facebook in addition to Instagram and WhatsApp, to include more ways for users to sell on their platforms, in addition to built-in payment tools to facilitate the consumer purchase.
Facebook reported that more than one billion users had regular access to shopping services such as Marketplace, and revealed that more than one million stores on Facebook platforms interacted with each other. Nothing more and nothing less than 250 million people.
Live videos to buy in apps came to the West by force, promoted by Facebook and Instagram with their partners. Companies like Bobbi Brown, Clinique and Sephora were the pioneers in making these alive and selling through them.
The history of this modality was born in China. Then Alibaba started offering it on AliExpress in European countries, even recruiting presenters for their shows. While significantly larger in Asia than in the West, $ 60 trillion in revenue is reported by the channel, thanks to it becoming popular even at the most popular and niche income levels. WhatNot is an app that sells $ 1.5 billion in collectible toys and cards through video events.
Buy through your Smart TV
The massification of Smart TVs has demonstrated the tremendous potential to integrate purchases on a TV screen at home. This time it is not through live videos transmitted by the screen, but rather through the information sent to viewers, regarding the products they can buy through links that are seen on the screen through their mobile phones. YouTube is currently experimenting with this system in the US, and England.
Even YouTube’s association with the TV brand LG, created shopping content for their reallity “La Isla del Amor”. People who watched the program through their LG brand TV, could receive alerts when products appeared on the screens, for example, clothes or cosmetics, and the possibility to see more or to buy on their phones.
It seems like science fiction, but YouTube has already experimented with Artificial Intelligence image recognition, which is a technology capable of identifying products in the videos that people see, and of recommending those products.
For example, if someone is watching a cooking video, the technology may recognize a mixer, and the next time the viewer who logged on from YouTube will receive a recommendation for the products as well as the videos.
What will happen to Netflix, because although it does not display advertising, a platform is being created where it shows reality videos, where it offers the products that appear in the program, in an online store.
Some of these shopping paths are geographically or technologically limited, but seeing how fast these services have advanced, nothing is impossible. It is enough to see how Uber became in 300 cities in 5 years, or how technology such as augmented reality went from having 1.5 billion users and projects to reach 4.3 billion by 2025.
The recommendation for brands is to experiment with new forms of sales, testing in different markets to be ready to jump on the bandwagon and adoption. Target markets and the payment message is key to reaching these new contexts, beyond the simplicity of reaching audiences through categorization pages.
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