Video content is increasingly taking a central role in marketing strategies, being used in a variety of formats, from embedded videos on websites to short clips on social media and video ads on CTV/OTT.
In Ukraine, video advertising has already become
The most popular format: in 2024 its share was 53% compared to 47% for display advertising. The share of Connected TV (CTV) reached 12.5%, and forecasts indicate further growth of this market.
This trend is global. According to a Kantar study , 55% of marketers plan to increase their investment in online TV in 2025.
Video content continues to win over audiences due to its emotional appeal and ability to effectively convey brand messages, confirming that the future lies in video formats.
Read also: TikTok vs. Instagram: choosing the best platform for short videos
5. Social networks as universal ecosystems
By the end of 2023, the number of social media users exceeded 5 billion . For many, TikTok, Facebook, and Instagram have become the primary entry point to the internet. Modern social platforms have evolved into multifunctional ecosystems: they act as search engines, marketplaces, brand communication tools, and even AI-powered chat platforms, such as Meta AI.
This development opens up new opportunities for businesses. Marketers should pay attention to creating comprehensive social media strategies that cover all important aspects:
- creating quality content,
- development and support of communities,
- e-commerce integration.
Social networks are becoming not just a platform for interacting with the audience, but a full-fledged space for business development.
