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10 Top Advertising Campaigns & Why They Work

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10 Top Advertising Campaigns & Why They Work


Keeping up to date with advertising trends keeps you informed of the current ‘mood’ and feeds ideas for your own advertising and marketing.

Just like memes on social media, it’s common to see threads and trends develop and it’s important to keep track to influence your own marketing and digital marketing efforts.

Here, you’ll find some of the top advertising campaigns from the last 12 months and reviewing how and why they worked.

First, what makes an ad effective?

Brand Messaging In 2022

Post pandemic, there has been a real shift in marketing messages, and most brands are embracing sustainability and authenticity.

Real stories, strong moral stance, and contribution are all essential values for brands to project.

However, be wary of jumping on tropes and trends just to be part of a movement.

Unless you are genuinely authentic, this can backfire and social media does not hold back to call out anyone who seeks to profiteer from a movement.

Retailer John Lewis in the U.K. faced considerable backlash for their 2021 Christmas campaign of “Let Life Happen,” featuring a young boy in a dress and makeup rampaging through the house.

It failed to hit the message of being inclusive about gender fluidity, and instead was derided for their off-brand middle-class efforts.

In contrast, a brand that managed to positively confront the perception of sexism in its historic advertisements was Budweiser.

By recreating their 60s ads from a current gender equality perspective, Budweiser sent a clear message that they were tackling cultural changes in attitude head-on by embracing their past – a more authentic way for a brand to suddenly change lanes.

How To Create An Effective Ad In 2022

Connecting with an audience in 2022 is all about being credible, unique, and memorable. And, brands need to position themselves carefully, with consideration to nuanced shifts in culture.

To create effective adverts that will resonate with an audience in a post-pandemic world, follow these rules:

A Simple Message

Basic rules of advertising dictate that your message should be understood quickly and easily.

In the ’80s, we had a trend of cinematically beautiful adverts that bordered on the surreal and often left you wondering what it was all about.

Today, make sure your advert has a strong central message.

Emotive

As Maya Angelou said, “People will forget what you said but not how you made them feel.”

Emotion creates stronger brand recall and will make someone feel connected to a brand.

Aligned With Your Audience

Put your audiences’ needs front and center of your messaging. Address what they want and what they need. Not what you need.

Aligned With Brand Values

In today’s culture, having strong values is essential for brands that want to build long-term connections with an audience.

Making a stand for your values shows that you care, and this is essential to connect with younger audiences who are the future.

Aligned With Your Brand Positioning

More than anything, be clear and consistent with who your brand is.

If you do want to tackle current trends and any societal issues, then make sure that you do it aligned with who you are and not trying to suddenly pivot in a forced and obvious manner.

Authentic

Switched-on audiences can detect a brand trying to take advantage of a cultural issue. It’s a brutal takedown on social media for a brand that gets it wrong and is considered inauthentic.

Memorable

The fundamental law of all advertising. Brands use shock, comedy, twists and sometimes distaste to stand out and be remembered. The Burger King Moldy Whopper is a visual you will not forget.

Check Out These 10 Effective Ads From 2021

1. Draw Ketchup, Heinz

Heinz Ketchup in Canada ran a campaign that perfectly illustrates the power of brand recall.

In an inspired meta approach, they used brand recall to show their brand dominance to affirm more brand recall.

Heinz achieved this by conducting a social experiment. Without revealing who the experiment was for, they asked random people around the world to illustrate the word ‘ketchup’.

Of course, all the results show Heinz ketchup bottles (except one guy who drew mustard!).

The naivety of the illustrations connects to a sentiment of nostalgia and encourages the viewer of the advert to mentally picture what ketchup means to them.

A brilliant example of user-generated content, offline. This is a memorable campaign that taps emotion.

2. The Return, Jif® Peanut Butter

“The Return” hits several metrics of what makes a good advert.

First of all, the team at Publicis who conducted the campaign defined the Jif audience as Millennials, and that rap music is a top music genre for this generation.

Partnering with a rapper like Ludacris creates a brand association with an influencer that resonates with rap-loving Millennials.

The Publicis team conducted social listening research and found that the new styles of rap sounded like the rappers had a mouthful of peanut butter. This led to the perfect connection of how to develop a narrative for their ad.

The advert was also promoted with a TikTok campaign challenge using the hashtag #JifRapChallenge.

“The Return” uses a nuanced blend of humor with an audience-relevant influencer in a memorable way.

3. Introducing The Icelandverse, Visit Iceland

“Icelandverse” by the tourism board for Iceland is the perfect example of how to jack a current trend.

Following Facebook’s “Introducing Meta” infomercial, “Icelandverse” was a fast-response spoof video that perfectly captured the incredulous sentiment to the ‘Meta’ brand announcement.

Within just five days of the Facebook ad, “Icelandverse” was launched and has achieved over 1.8million views on YouTube.

The narrative for the video is “a revolutionary approach on how to connect with our world without being super weird.”

It trades a comparison between the features of Iceland and the Metaverse. You can connect with humans (you are human, right?); skies you can see with your eyeballs; caress volcanic rocks.

The slightly “odd” main character and the awkwardness of the film offer a brilliant satirization of Zuckerberg to hit the overall sentiment online in response to the Facebook leader. The subtle humor is perfectly timed and is an example of just what can be achieved in only five days.

“Icelandverse” is certainly memorable and offers an example of how jacking current trends is a strategy that even small brands can use to get significant viral exposure.

4. End Plastic Waste, Stan Smith For Adidas Original

“It’s not easy being green,” famously said Kermit the Frog, who narrates the voiceover to this Adidas commercial.

As climate change and a theme of sustainability are now essential brand values for fashion brands that want to reach the younger demographics, Adidas has responded with an update on their iconic Stan Smith trainers.

The advert featuring Kermit and Stan Smith taps into the current focus on environmental issues combined with the history of the brand. Combining the nostalgic with the modern is always a strong hook for advertising.

It might not be easy being green, but it is even harder to produce an advert that can trade on serious issues without appearing condescending or inauthentic.

Adidas has tapped authenticity perfectly whilst at the same time managing to get on a level with Gen Z. They have ticked alignment with brand values and their audience, combined with an emotive and inspiring short film.

5. ScissorHandsFree, Cadillac

Who is the target audience for Cadillac? The grown-up Gen Xs who fondly remember the surreal beauty of 1991 “Edward Scissorhands.”

In advertising, the nostalgia for things from your teens and early years is always a hook for connection, especially for the middle-aged and older.

In “ScissorHandsFree,” the main character can enjoy the thrill of driving on the open road, even though he has scissors for hands. What a way to sell the benefits of hands-free driving!

The advert which is a follow-on from the original film also manages to interweave current themes of diversity and inclusivity.

Cadillac has managed to align itself with current social themes, tap into nostalgia, align with their demographic, and create a stunning memorable experience all in one advert.

Take note, those with budgets that can hire Winona Ryder and Timothée Chalamet, this is how it’s done.

6. Fumble, iPhone 12

Yet another advert from Apple that has great timing, great editing, and leaves you a little breathless.

Apple is the master of minimalism which they extend to all their campaigns with simple messaging.

Trading on the phone’s selling feature of the ceramic shield, the ad puts the durability of the phone at the center of the message in a clear and memorable way.

The music by Nitin Sawhney contributes to the panic and urgency of trying not to drop a phone.

So simple and perfectly aligned with Apple brand values.

7. Last Year’s Lemons, Bud Light Seltzer Lemonade

When the pandemic happened, at first, brands were paralyzed and unsure of how to proceed.

We then had a burst of ads with a homemade feel that drew on the total shock and emotion of what the world was experiencing.

Two years down the line, the pandemic is now so seamlessly part of life, we are so over it.

Just when we thought we couldn’t take any more pandemic-related advertising, Bud Light steps in with the perfect cultural reference of “when you get lemons, you make lemonade.”

In a brilliant narrative of an apocalyptic event where it starts raining lemons, Bud Light manages to tap into the total chaos of the last two years in a wonderfully bittersweet sentiment.

The last throwaway line also perfectly echoes how we are now so burnt out with the pandemic.

Perfectly aligned with social sentiment, audience, and brand positioning.

8. Meet The King, Jimmy John’s

Aligning with celebrities and fictional classics translates to trading off the success forged by these real and fictional characters.

You could call it success-jacking or value-jacking. It’s why celebrities charge so much for endorsements.

Of course, not everyone can afford to make a Goodfellas-style short film. But, it is possible to leverage this technique by understanding your audience and using cultural references they respect.

In this case, Jimmy John’s did have the budget for a short film aired in the coveted Super Bowl slot.

With a hint of humor and a lot of Goodfellas-style direction, this ad provides a brand positioning and alignment with a certain audience.

Creating the narrative around the product makes sure the brand and product are at the forefront.

9. The Ad Where Nothing Happens, Progressive Insurance

In another post-pandemic reference, Progressive Insurance chooses not to make a flashy advert to give people a break from the events of the last few years. “People have been through a lot.”

Well-written and perfectly hits the current sentiment of burnout.

Progressive Insurance clearly knows their demographic as they also throw in the brilliant cultural reference to an aged NSYNC that only someone who grew up in the 90s would get.

A simple message delivered dressed up as a basic advert that is nuanced with subtle humor.

10. Jessica Long’s Story, Toyota

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Saving the tear-jerker for last. The power of the inspiring story.

This advert taps into current themes of diversity and inclusivity combined with the hero’s journey.

Toyota shows the real-life story of an athlete that represents how anyone can overcome, even if their “life is not always easy.” The perfect antidote to shake us out of any lingering post-pandemic self-pity. It hits social sentiment perfectly.

The advert does feel like something Nike would make, but Toyota is a sponsor for the Olympic team.

Rather than selling a product, Toyota is using the alignment of positioning with those who work hard to overcome difficulties to succeed in life.

A memorable advert that defies anyone to not cry and affirms the Toyota brand values.

Takeaway For 10 Best Advertising Campaigns

What these 10 examples of top advertising campaigns show is that there are several ways to approach a memorable ad:

  • Use humor or strong emotion.
  • Use cultural references.
  • Use current social sentiment.
  • Trend-jack other brands and adverts.

And sometimes, it’s just reaffirming the established dominance of the brand in a way that respects its audience and shows authenticity.

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Featured Image: LuckyN/Shutterstock





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Google Updates Discover Follow Feed Guidelines

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Google Updates Discover Follow Feed Guidelines

Google updated their Google Discover feed guidelines to emphasize the most important elements to include in the feed in order for it to be properly optimized.

Google Discover Feed

The Google Discover follow feed feature offers relevant content to Chrome Android users and represents an importance source of traffic that is matched to user interests.

The Google Discover Follow feature is a component of Google Discover, a way to capture a steady stream of traffic apart from Google News and Google Search.

Google’s Discover Follow feature works by allowing users to choose to receive updates about the latest content on a site they are interested in.

The way to do participate in Discover Follow is through an optimized RSS or Atom feed.

If the feed is properly optimized on a website, users can choose to follow a website or a specific category of a website, depending on how the publisher configures their RSS/Atom feeds.

Audiences that follow a website will see the new content populate their Discover Follow feed which in turn brings fresh waves of traffic to participating websites that are properly optimized.

According to Google:

“The Follow feature lets people follow a website and get the latest updates from that website in the Following tab within Discover in Chrome.

Currently, the Follow button is a feature that’s available to signed-in users in English in the US, New Zealand, South Africa, UK, Canada, and Australia that are using Chrome Android.”

Receiving traffic from the Discover Follow feature only happens for sites with properly optimized feeds that follow the Discover Follow feature guidelines.

Updated Guidance for Google Discover Follow Feature

Google updated their guidelines for the Discover Feed feature to emphasize the importance of the feed <title> and <link> elements, emphasizing that the feed contains these elements.

The new guidance states:

“The most important content for the Follow feature is your feed <title> element and your per item <link> elements. Make sure your feed includes these elements.”

Presumably the absence of these two elements may result in Google being unable to understand the feed and display it for users, resulting in a loss of traffic.

Site publishers who participate in the Google Discover Follow feature should verify that their RSS or Atom feeds properly display the <title> and <link> elements.

Google Discover Optimization

Publishers and SEOs are familiar with optimizing for Google Search.

But many content publishers may be unaware of how to optimize for Google Discover in order to enjoy the loads of traffic that results from properly optimizing for Google Discover and the Google Discover Follow feature.

The Follow Feed feature, a component of Google Discover, is a way to help ensure that the website obtains a steady stream of relevant traffic beyond organic search.

This is why it’s important to make sure that your RSS/Atom feeds are properly optimized.

Read Google’s announcement of the updated guidance and read the complete Follow Feature feed guidelines here.

Featured image by Shutterstock/fizkes



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Is Wix Good for SEO? Here’s Everything to Know About Wix SEO

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Is Wix Good for SEO? Here's Everything to Know About Wix SEO

As of 2023, Wix provides solid options for a basic SEO setup that will cover most needs but still lacks the flexibility of more advanced and granular settings.

In this article, I go through all the nooks and crannies of Wix SEO options so you can decide if Wix is right for your needs. I’ll also share some tips on how to make your Wix website more search-friendly if you’re already a Wix user.

Does Wix have everything you need for SEO?

Wix has a bit of a bad reputation for SEO. This is because from its launch in 2006 until its first big update in 2016, it lacked many basic SEO functionalities like adding alt text and being able to change URL structures.

However, that is no longer the case. You can now do virtually every on-page SEO task using the Wix platform. It even hired expert SEOs, such as Mordy Oberstein and Crystal Carter, who have pushed for more SEO features and better communication.

Back in 2019, we ran a study comparing Wix SEO to WordPress SEO analyzing over 6.4M websites. We found that, on average, far more WordPress websites get organic traffic than Wix websites. 

WordPress vs. Wix organic traffic

However, we believe that this is due to the website owners, not the platforms themselves. On average, Wix website owners are less tech-savvy (and less educated on SEO) than WordPress users, simply because of the extra learning curve that comes with using WordPress.

Editor’s Note

The study and its methodology weren’t great. Given that there are so many variables involved, we didn’t see a way to rerun it properly. We decided to replace the study with this guide, providing more value to readers and being more fair to Wix.

That said, we had the Wix’s SEO team provide feedback on this article as part of the editing process to ensure accuracy and increase objectivity.

Michal Pecánek

Let’s also see what Googlers have to say about Wix.

Here’s a quote by John Mueller, Google’s senior search analyst, on the topic of Wix SEO:

Wix is fine for SEO. A few years back it was pretty bad in terms of SEO, but they’ve made fantastic progress, and are now a fine platform for businesses. The reputation from back then lingers on, but don’t be swayed by it.

What they’ve done in recent years is really good stuff, including making it trivial to have a really fast site (as you see in the Lighthouse scores — admittedly, speed is only a tiny part of SEO).

If Wix works for them, and they don’t need more, there’s no reason to switch.

John Mueller

So overall, Wix has the majority of features most website users would need to manage SEO. But there’s more to the story…

While Wix has no major SEO issues, it does have three minor issues that may stop you from wanting to use it if you’re serious about search:

  1. Website builders will typically load slower than custom code – Wix inevitably has code bloat from features you will never use. This is true even if you use WordPress and install a theme builder like Elementor or Thrive Architect, so this isn’t exclusive to Wix. That said, it’s only a minor issue, and it already has great Core Web Vitals compared to other CMS types.
  2. Less-than-ideal multilingual support – If you plan on publishing your blog posts in multiple languages, you may want to skip Wix. For example, you don’t have full control over the URLs for different language versions of your site. However, some of these aspects are in its feature requests and may be available soon.
  3. Limited advanced SEO control – Wix lacks some advanced SEO features. For example, it’s difficult to edit the auto-generated sitemap. Additionally, Wix generates cryptic file names for images (e.g., 09a0ab7~mv2.jpg/), which is not good for ranking on Google Images. 

Ultimately, Wix’s SEO features will work for most website owners out there. 

If you are a business owner who wants to focus more time on running your business and less time on learning how to build the perfect website with the best features, Wix is an excellent choice.

To help you decide if Wix is right for you, we made this helpful table of who should and shouldn’t use Wix to build their website:

Type of website Is Wix a great solution? Explanation
Personal website Yes Wix provides all you need for small websites.
Local business Yes Wix provides all you need to create a quick and easy local business website and rank in local search results.
Affiliate website Maybe Wix can handle your needs for affiliate marketing and SEO well. But if you’re aiming to create a big, complex website, it may be worth your time to learn WordPress instead.
Content website Maybe Wix can handle your needs for content used to show display ads. But if you’re aiming to create a big, complex website, it may be worth your time to learn WordPress instead.
Services website Maybe If you offer a service such as SaaS, banking, etc., then Wix may be a good choice depending on the specific features needed. You’ll have to do your own research.
E-commerce website Maybe There’s no perfect out-of-the-box CMS for this. The most common choices are Shopify or WooCommerce, but Wix is a solid option for e-commerce SMBs too. It can handle even some of the more complex e-commerce SEO stuff.

I personally would never build a website on Wix over WordPress for myself. That’s because WordPress has more features and customizability. And even though it comes with a much steeper learning curve, that is something I’ve overcome. (I’ve been building WordPress websites for over a decade.)

That said, I built my dad a website for his remodeling business using Wix. I did this because it’s much easier for him to go in and edit things himself than it is with WordPress. And he’s able to rank for local keywords just fine on the Wix platform. The website is fairly new, and I will come back in a few months to update this page with the progress of his rankings.

One last thing to keep in mind is that switching your content management system (CMS) can be a massive pain. So whichever tool you choose, be ready to stick to it for a long time.

Five tips to make your Wix website SEO-friendly

Deciding to stick with Wix? Here are five Wix-specific tips to help you make sure your website is search-optimized:

1. Complete the Wix SEO Setup Checklist

Wix has a really easy-to-use SEO Setup Checklist built in its platform. To use it, navigate to the Marketing & SEO page, then click Get Found on Google.

Wix SEO Setup Checklist

From there, you’ll be asked a few questions to get started, such as your business name and the top three to five keywords you want your website to rank for. If you’re not sure which keywords to target, I highly recommend reading our guide to keyword research.

Once you answer the questions, you’ll see a screen with steps you can take to optimize your website for search engines, starting with your homepage.

Wix's steps to optimize site for search engines

SEO Setup Checklist will guide you through the process of updating your pages’ meta tags, making your website mobile-friendly, and more.

Go through each of these steps, and you’ll be well on your way to a search-optimized website.

2. Set up Google Search Console and Analytics

You’ll notice one of the steps is to connect your site to Google Search Console (GSC). This is Google’s suite of tools designed for website owners like you to more easily monitor your search rankings and find issues preventing your pages from being indexed by Googlebot

Performance report, via GSC

You can set up GSC with the click of a button using the SEO Setup Checklist. If you want to learn more, check out our complete guide to Google Search Console.

Wix SEO Wiz connecting Google Search Console

Once GSC is set up, you can connect Google Analytics (GA) to your website to get more insights into where your traffic is coming from and which pages your visitors are going to.

To connect GA, navigate to the Marketing Integrations tab under Marketing & SEO. It’s the first box that appears—click Connect.

Wix marketing integration with Google Analytics

Wix will instruct you on how to create a Google Analytics Property ID and connect that ID with your Wix website. If you need more help, we also have a guide on Google Analytics 4.

Once it’s set up and your website starts getting traffic, you’ll be able to see traffic and webpage reports. This can help you identify which pages may need improvements or how many conversions you get from organic traffic.

Google Analytics traffic report

That’s it—you’re done with step #2.

3. Create search-optimized content

If your website just has the basic homepage, as well as “about” and “contact” pages, chances are you won’t be able to rank well for much (if anything).

A crucial step in SEO is creating content that can be crawled and indexed by Googlebot. That means creating service pages if you’re a local business and possibly also creating blog content targeting relevant keywords to your industry.

Rather than making this whole article about content, I will leave you with a resource. Go check out our guide to SEO content to learn more.

4. Add internal links

Backlinks—links from another website pointing to your website—are one of the most important ranking factors in Google’s algorithm. However, they can be difficult to obtain.

Internal links from one page on your site to another on your site are almost as important as backlinks. But they are much easier to add. You just highlight some text and add the link in.

If you have pages on your website that you want to rank better, simply add more internal links to that page and you’re already on the path to higher rankings. Obviously, just adding some internal links won’t suddenly make you rank #1 for a keyword. But it’s an important—and often overlooked—step on the road to better rankings. 

To add an internal link with Wix, simply highlight the text you want to add a link to, click the “chain link” icon, then choose the page you want the link to point to.

Wix internal link settings

Check out our internal linking guide to learn more about this important SEO task.

5. Schedule regular SEO audits

Once your Wix website is set up and optimized, it’s important to schedule regular SEO audits to keep tabs on your rankings and make sure nothing gets broken.

While you can do this manually, it is time consuming and easy to overlook something. 

For example, you may not realize one of your pages broke and is now a 404 page, or that a certain blog post isn’t showing up in your sitemap, or that you’re missing metadata on a certain page… the list goes on.

Instead, you can use Ahrefs Webmaster Tools to automatically run weekly or monthly audits of your website. This free tool will give you a health score from 0 to 100 on how “healthy” your website is from an SEO perspective.

Health Score overview, via Ahrefs' Site Audit

You can then see specific tasks you need to do in order to fix these issues on your site. Go to the All issues report and check the issues we found while crawling your website.

All issues report, via Ahrefs' Site Audit

You can click the error and see exactly what it means and how to fix it.

Issue details, via Ahrefs' Site Audit

From there, you can click “View affected URLs” and go to those pages to fix the issues. Easy peasy.

Final thoughts

Overall, Wix is a perfectly capable website builder for SEO. While it isn’t as advanced and capable as more complex CMSs like WordPress, it’s plenty good for people who just want to build a website and don’t have the time for or interest in a giant learning curve.

I still use Wix for certain client sites and to build sites for friends and family who want a website where they can still make small edits themselves. It’s my favorite website builder compared to other tools like Squarespace or WordPress.com (not to be confused with WordPress.org, which I use all the time).

One more benefit to using a website builder like Wix is that it’s a complete solution and takes care of the hosting and security. In fact, John doesn’t recommend self-hosting your websites. 

That said, if you want more advanced features and to dive deeper in SEO, I suggest learning WordPress.

Ready to keep learning? Here are some other helpful guides:



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Top YouTube Videos, Shorts, And Ads of 2022

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Top YouTube Videos, Shorts, And Ads of 2022

Examining YouTube’s list of the top trending videos and top Shorts of 2022, as well as the YouTube Ads Leaderboard: 2022 year-end-wrap-up can teach content marketers, content creators, and digital advertisers some important lessons that they can apply in 2023.

But, it helps if you have a secret decoder ring to decipher why there are three lists – and why each one uses a different methodology to come up with the rankings.

YouTube unveiled its first list of the 10 most-watched YouTube videos back in December 2010. Unfortunately, that list taught many marketers that “view count” was the only metric that mattered.

But, I got my secret decoder ring back in October 2012, when YouTube started adjusting the ranking of videos in YouTube search results to reward engaging videos that kept viewers watching.

In other words, YouTube replaced “view count” with “watch time.”

This was a significant shift, because “watch time” gives you a sense of what content viewers actually watch, as opposed to videos that they click on and then abandon.

In December 2012, YouTube shifted from unveiling its 10 “most-watched” videos of the year to unveiling its “top trending videos,” based on time spent watching, sharing, commenting, liking, and other factors.

In other words, “watch time” and “engagements” were now the metrics that mattered.

Today, YouTube’s algorithm rewards “viewer satisfaction.”

In other words, YouTube doesn’t pay attention to videos; it pays attention to viewers.

So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.

This brings us to YouTube’s lists of “trending videos” and “top Shorts” for 2022.

To learn important lessons that can be applied in 2023, we need to realize that YouTube’s discovery system uses both absolute and relative watch time as signals when deciding audience engagement.

Ultimately, YouTube wants both short and long videos to succeed, so relative watch time is more important for short videos, and absolute watch time is more important for longer videos.

Top 7 Trending Videos Of 2022

1. “So Long Nerds“ By Technoblade (6:32 long, 88.3 million Views, 10.2 million engagements)

In this moving tribute, the father of beloved Minecraft creator Technoblade reads a farewell letter from his son.

The gamer lost his battle with cancer in June, but his legacy remains on YouTube.

2. “Watch The Uncensored Moment Will Smith Smacks Chris Rock On Stage At The Oscars, Drops F-bomb” By Guardian News (1:24 long, 104 million Views, and 1.8 million engagements)

It was the smack heard ‘round the world: Academy Award winner Will Smith went off-script and slapped Chris Rock, live on-stage, at the film industry’s most prestigious event.

3. “Hi, I’m Dream” By Dream (5:42 long, 48.5 million Views, and 4.7 million engagements)

Dream’s ingenuity within Minecraft has led him to become a top creator with a devoted fanbase.

But no one knew what he looked like IRL, until now.

4. “ Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show” By NFL (14:41 long, 146 million Views, and 3.5 million engagements)

Lose yourself in this epic Super Bowl halftime show packed with some of the biggest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama, and 50 Cent.

5. “I Built Willy Wonka’s Chocolate Factory!” By Mrbeast (17:01 long, 132 million Views, and 5.1 million engagements)

In a “Willy Wonka” inspired warehouse, MrBeast challenges contestants to traverse a chocolate river, climb a candy wall, compete in confection-themed games, and indulge in their sweetest fantasies.

6. “Pranks Destroy Scam Callers- Glitterbomb Payback” By Mark Rober (26:41 long, 55.9 million Views, and 2.2 million engagements).

Engineer Mark Rober exacts dazzling revenge on a scam call center in the latest version of his glitterbomb series.

7. “Being Not Straight” By Jaiden Animations (15:22 long, 17.8 million Views, and 1.7 million engagements)

In this coming-out video, Jaiden Animations depicts a personal journey from adolescence to adulthood, sharing how they discovered their sexual identity along the way.

Top 7 Shorts Of 2022

1. “Diver Cracks Egg At 45 Ft Deep #Shorts” By Shangerdanger (0:56 long, 251 million Views, and 12.3 million engagements)

The ocean floor is a mysterious place. It’s full of unknown sea creatures, strange plants, and…chicken eggs?!

Join Shangerdanger as he cracks up the internet and dives egg-first into the blue depths.

2. “Sarah Trust Challenges” By Hingaflips (0:31 long, 142 million Views, and 6.5 million engagements)

Better than parkour? This is Trampwall: an epic sport where acrobats defy gravity and leap off a wall, onto a trampoline, to pull off mind-blowing aerial stunts.

3. “Come With Me To Shave My Fluffy Dog! #Doggrooming #Grooming #Goldendoodle” By Brodie That Dood (0:52 long, 108 million Views, and 6.8 million engagements)

For years, his long fluffy fur has made Brodie one of the most iconic dogs on YouTube. So, the heartbreak was real when it was decided that he needed a close trim.

4. “Dave and Busters Bet Me 1000 Tickets I Couldn’t Do This…” By Chris Ivan (0:59 long, 83.6 million Views, and 6.3 million engagements).

No one does trick shots like creator Chris Ivan. In this Short, he attempts to land a plunger on a Dave & Buster’s sign.

The prize? 1,000 tickets … if he can pull it off.

5. “That Gap Between Your Car Seat and Center Console” By Jay & Sharon (0:58 long, 182 million Views, and 6.4 million engagements)

We’ve all lost something in the dreaded gap between the car seat and the center console.

In this comedic sketch, creators Jay & Sharon show us what’s really going on down there.

6. “Welcome To The Stomach #Shorts” By Adrian Bliss (0:34 long, 118 million Views, and 7.0 million engagements)

In this bite-sized skit, witty creator Adrian Bliss brings to life all the characters trying to gain entrance – and party in – his space-limited stomach.

7. “This Magic Trick Explained (America’s Got Talent)” By Zack D. Films (0:34 long, 97.4 million Views, and 5.6 million engagements).

How did he do it? The judges of “America’s Got Talent” were confounded by this magic trick.

But not internet-sleuth Zack D., who unveils its clever secret.

Top 7 YouTube Ads Of 2022

Meanwhile, YouTube uses an entirely different methodology to determine the top YouTube ad for its 2022 year-end wrap-up Leaderboard. This makes sense.

The top ads are generally the ones with the biggest budgets, which drive up view counts, but not always engagements.

1. “Amazon’s Big Game Commercial: Mind Reader” By Amazon (1:31 long, 69.7 million Views, and 25,700 engagements)

The creative agency for this ad was Lucky Generals and the media agency was IPG – Rufus.

The ad’s description asks, “Is Alexa reading minds a good idea? No. No, it is not.”

2. “Welcome To Clan Capital! Clash Of Clans New Update!” By Clash Of Clans (1:20 long, 52.9 million Views, and 212,000 engagements)

The creative agency was Psyop, and the media agency was in-house.

The ad’s description says,

“Welcome to the ultimate clan destination! A place where you and your clan can BUILD and BATTLE together! A place called CLAN CAPITAL!”

3. “Goal Of The Century X BTS | Yet To Come (Hyundai Ver.) Official Music Video” By Hyundaiworldwide (4:08 long, 40.5 million Views, and 886,000 engagements)

The ad’s description says,

“Our ‘Goal of the Century’ can’t be achieved by one individual alone, but we can achieve it if we all join forces and unite.

Just like football players come together as a team to score goals, we aim to use the power of football to go forward together in pursuit of the greatest goal – ‘A united world for sustainability.’”

4. “Harry Potter 20th Anniversary: Return To Hogwarts | Official Trailer | HBO Max” By HBO Max (1:58 long, 27.3 million Views, and 739,000 engagements)

The creative agency was in-house, and the media agency was Hearts & Science.

The ad’s description says,

“Harry Potter 20th Anniversary: Return to Hogwarts invites fans on a magical first-person journey through one of the most beloved film franchises of all time as it reunites Daniel Radcliffe, Rupert Grint, Emma Watson, and other esteemed cast members and filmmakers across all eight Harry Potter films for the first time to celebrate the anniversary of the franchise’s first film, Harry Potter and the Sorcerer’s Stone.”

5. “Introducing iPhone 14 Pro | Apple” by Apple (4:20 long, 23.8 million views, and 571,000 engagements)

The ad’s description asks, “What lies beyond a traditional smartphone? Let’s find out. This is iPhone 14 Pro.”

6. All of Us Are Dead | Official Trailer | Netflix” by Netflix (2:35 long, 22.6 million views, and 518,000 engagements)

The creative agency was The Refinery, and the media agency was in-house. The ad’s description says,

“All of us will die. There is no hope.” The school turned into a bloody battleground and our friends into worst enemies. Who will make it out alive?”

7. Sally’s Seashells (Extended) | Big Game Commercial 2022“ by Squarespace (1:07 long, 21.6 million views, and 67,600 engagements)

The media agency was in-house. The ad’s description says,

“See everything that Sally sells in this extended cut of our 2022 Big Game commercial. Starring Zendaya as Sally and narrated by andré 3000.”

Most Important Lesson That Marketers Can Apply In 2023

Looking back at YouTube’s lists of top trending videos, top Shorts, and top ads for 2022, there is a meta-lesson that marketers can learn: one size does not fit all.

Different metrics matter when measuring different types of video, and different types of ads are better for different marketing objectives.

Or, as the British say, “There are horses for courses.”

Now, that’s a lesson that all of us can apply in 2023, and beyond.

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Featured Image: /Shutterstock



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