Video goes mainstream

The adoption of video ads sped up considerably last year. Across our clients, video ad spend more than doubled between Q4 2021 and Q4 2022. However, with 23% lower CVR and 20% lower CTR, brands need to be strategic to efficiently deploy the format.

User-generated content has allowed many brands to scale video at a lower cost of entry – but this tactic is starting to become saturated in the place of a more holistic approach to video. UGC has crossed the chasm from 'Early market' to 'Mainstream' in the 'Adoption curve' as more brands leverage the format (see below).

The proliferation of video has already changed how many brands approach paid social, and this is only likely to accelerate in 2023.