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What these latest consumer affinity trends tell us about marketing in 2023

Consumer affinity on social media can reveal surprising insights into how people buy and engage if they watch certain videos.

Video analytics company Tubular Labs recently expanded its artificial intelligence and consumer insights tools to analyze video categories and social audience behaviors across approximately 1 million topics and 11 billion videos on YouTube, Facebook, Twitter, Instagram, Twitch and TikTok.

Topics covered ranged from food eaten at Super Bowl watch parties to instructions for hair extensions – and showed a potential correlation with consumer shopping habits on other sites.

These data points could guide marketers on alternative spending options for their budgets that go beyond their business. For example, Food Network’s social media audience was nine times more likely to visit the websites of insurance brands like State Farm and Geico, according to Tubular. Tubular’s recent analysis also showed that people who watched beauty videos were 5.84 times more likely to buy Nintendo DS games on Amazon compared to the average viewer.

“With the rapid growth of video content on major social platforms, exploring the relationship between video behavior and buying affinity gives advertisers what they need to justify social platform ROI in the face of into what could be an uncertain 2023,” said Chrissy Werner, vice president of marketing at Tubular Labs.

In its latest report on navigating the social video landscape, Tubular covered its predictions for the future of search and marketing and the creator economy over the coming year. He also touched on the rise of augmented reality in virtual reality platforms, such as the metaverse or other immersive environments.

Next year, Tubular predicts that creators are poised to become bigger economic drivers. Over the past year, influencer content was viewed 13.2 times more than media and brand content combined, according to its research. Tubular also expects the influencer market to continue to grow, with a projected audience for 2023 reaching some 10 trillion monthly views across all platforms. In January 2022, that was about 5 trillion views per month.

Creator marketing – which has been a trend this year – is causing many agencies to rethink their strategies for using content creators and social media influencers. Large holdings also look to creators when developing a business strategy.

“Buyable live streams or video content, paired with a credible influencer and rave reviews from a community of viewers is an instant recipe for a credible and trusted sponsored social post,” said Amy Lanzi, coo of Publicis Commerce. . “With this plan, we’ve built…creator-led commerce solutions with partners like TikTok and Spotify that offer more customization and closed-loop measurement.”

Tubular also predicted that augmented reality will be increasingly targeted as marketers experiment with virtual worlds and platforms, an area where Snap has hung its hat. The social media company is developing its own AR glasses called Spectacles to connect with virtual reality content.

Over the past year, 15 billion videos have been uploaded to platforms that mention AR or VR, according to Tubular. This figure was 38% higher than the previous year, suggesting that social audiences are increasingly interested in the topic. And as certain technologies, such as 5G and robotics, become more integrated, companies can expect “faster and more agile solutions” while consumers see improved experiences, said Ian Liddicoat, CTO. from advertising company AI Adludio.

The popularity of videos shows that social media is becoming the new place to search – just ask TikTok. When people search for answers, they tend to search for videos more than text, which is something marketers should keep in mind when identifying new audiences, data from Tubular suggests. Based on tubular analysis of popular keyword searches, for example, recipe seekers were 204 times more likely to search for Green Giant products on Amazon. Those who consumed sports videos were more likely to turn to brands like OREI and Riot Games.

“As the importance of the creator economy continues to grow, brands and agencies must go beyond simply listening to audiences, but also how content influences consumers’ buying decisions. consumers,” Werner said.

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