Welcome to Future of Marketing.

Each week, we send you the most relevant trends, resources, and strategies in social and user-generated content (UGC) from leading marketers and brands around the globe. 

Today, we’re discussing…

  • How video content will dominate in 2022
  • An interview with Aleksandra Kuzmanovic, Social Media Manager, World Health Organization
  • #BrandCrush: The Container Store 💘

Video content will dominate in 2022

As we scroll through our feeds, our eyes are naturally drawn to visuals – but capturing people’s attention is becoming more complex as content creation and social platforms continue to evolve.

Hootsuite’s Social Media Trends 2022 Report report showed that the most exciting opportunity for marketers is experimenting with new content and ad formats. For example, TikTok is releasing an option for 10-minute videos – while seventy-one percent (71%) of marketers plan on increasing video efforts in 2022. 

JusJust take a look at Scrub Daddy’s social media and use of visual content – they made a sponge fun. 

From live streams and shoppable video to vlogs and user-generated content, there’s no question that we’ll see new video trends emerge over the next few months. And while producing a 10-minute video may sound like yet another monster to worry about, video is a great first step to creating an omnichannel campaign because, when done right, one single long-form video can turn into many different visual (and non-visual) pieces of content, including:

  • Audio for a podcast 
  • A transcript for your blog
  • Short video clips for social media 
  • Quotes for an article

Moral of the story: if you’re not using video, now is a good time to start.

Marketing challenges within large organizations

If you think social media management is challenging – just wait until you learn what it’s like to manage social media for the World Health Organization. 

We interviewed the Social Media Manager for the World Health Organization, Aleksandra Kuzmanovic, and learned that sometimes even the largest organizations face challenges when producing content. 


During the interview, she shared: 

  • How they scale important content with limited resources 
  • Why social platforms should amplify the public sector 
  • The impact of visuals and repurposing content  

… And more. 

🎙Listen to the full episode (or read it) here 🎙

As always, if there’s a marketer you’d like to see on the Future of Marketing podcast, simply reply to this email.

What we’re learning

#BrandCrush: The Container Store

Each week in #BrandCrush, we highlight exceptional brands that are channeling their customers' voices to connect more authentically with their audience.

If you need inspiration, The Container Store launched the #ShowUsYourDrawers campaign on TikTok, where they encouraged people to submit videos of their “junk drawer” (which most of us can relate to).

The brand worked with influencers like Drew Barrymore and Jose Rolon to amplify the campaign and get people to participate – and now the hashtag has over 4.8 BILLION views (and counting). 

As user-generated content (UGC) pours into #ShowUsYourDrawers, The Container Store can request rights to specific videos that people are submitting and re-share them across their channels. This will facilitate content production, increase engagement, and build community. 

Try this: Collaborate with influencers who can help you amplify a campaign – like a giveaway or contest – where people can submit videos for a chance to be featured across your marketing channels.