Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Video advertising is trending less formal and more native, with TikTok taking over

Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in Facebook In-Stream Reserve (ISR), and supporting efforts around still-emerging shopping livestreams on social platforms.

Brands are adapting to produce more informal video creative. They’re mimicking what appears natively on platforms in user-generated or creator content. According to Rumpler, these ads tend to perform well because users want the less formal feel.

For some brands, that’s a shift in mindset versus past approaches that tended to prioritize polished video creative with high production values on social, more akin to a TV spot.

TikTok has likely accelerated that shift over the past year. Advertisers noted seeing more brands adopt “lo-fi” or “selfie” styles in their video ads. Brands are even borrowing some popular uses of audio, dance, and unique angles in TikTok videos for ads on other social placements, like Reels.

“I see that even bleeding into brands’ advertising in Facebook feeds, a style very pioneered in TikTok,” Horizon Media's Gerber said.

Also likely due to the influence of TikTok, advertisers are playing more with native elements and effects—like text overlays, stickers, and fly-ins—to activate the natural feel and energy of organic video in their ads. That’s become a stronger priority specifically on TikTok, Snapchat, and Instagram Stories.