Want an up-to-date Facebook marketing strategy but don't have the time (or inclination) to devour the 72-page report? We feel.
So we did it for you. Here is a 5-minute summary of Facebook's 2019 State of Disruption annual report produced by our social media management agency in Montreal . We will focus mainly on the first part related all mobile number list to new consumers , the fundamental basis of all the innovations that Facebook presents later in its report (especially for your Facebook business page
Facebook Marketing 2020
Understanding new consumers
A young generation for whom everything must go faster
Consumers are the first disruptors , according to Chris Sarandos, Marketing Lead at Facebook. It is by studying their behavior that Facebook manages to guide its innovation strategy. In short, everything starts with the user .
And the first piece of advice from Facebook Lead Marketing is to get to know the upcoming generation, Gen Z, i.e. users born in 2000 and after (yes, it makes you look old). Facebook will develop around the needs of this generation.
And if you're not directly targeting 20-somethings, remember that by understanding this user segment, you'll understand the goals of the platform and can only use it better.
According to Sarandos, the three essential pillars that characterize the needs of this generation are:
Technology
Speed
The practical aspect ( convenience in English to be exact)
To summarize, Facebook says the following:
“Consumers expect and demand intuitive, mobile-first experiences that seamlessly take them to where they want to be.”
Here you have the main features of your consumer journey in the future.
These traits are just as relevant to Facebook marketing as they are to your digital marketing in general.
Thirty years ago, a customer followed a purchasing process that could be summarized as follows:
digital strategy digitad
The customer had few choices and plenty of time.
Today, with web marketing, including Facebook marketing, a consumer's purchasing process is characterized by little time for many choices:
digital marketing plan for business
And Facebook warns you that every obstacle you put in the way of this journey (technology, speed, convenience) will cost you money.
Ease of use and time saving come before price
According to Facebook statistics, users today expect convenience above all else. Here are the numbers to keep in mind for your next Facebook marketing campaigns:
71% of people say they are increasingly interested in services that save them time.
59% of people will agree to pay more if a service is more convenient.
Find here an example of a Facebook business post to increase your conversions.
It's not the size that matters anymore
The younger the users, the smaller their preferred screens.
Screens, but for what purpose?
The Video
Video consumption on mobile is increasing day by day. The new generation is coming with a greater knowledge and habit of this content format than ever before. So, you need to get in tune with video marketing and mobile today.
Before, it was radio. Then came television. Today, it's mobile:
55% of Instagram users in the US don't watch a single weekday TV show.
̶L̶i̶s̶-̶m̶o̶i̶ Film me a story
According to Facebook, your camera should be your new keyboard. The following statistics highlight the growing importance of corporate video content.
1 billion people use Stories every day.
65% of people find that Stories bring them closer to businesses and their friends.
58% of people are more interested in a brand or product after seeing them in a story.
As you can see, Facebook and social marketing in general is shifting towards ephemeral visual content. It's up to you to adapt it in the way that suits your business.
To summarize the needs of new users, keep in mind that your Facebook marketing content should be:
Full screen : mobile and story format friendly
Ephemeral : with a limited lifespan that makes the user more concerned
Authentic : Raw content that creates a real connection
Funny : Humor to strengthen the human side
Interactive : engage (polls, emojis, etc.) to build connections
Here is Facebook's summary in English:
facebook marketing
But your Facebook marketing content isn’t everything. You also need to be there for your customers.
Messages (almost) rhyme with margins
If you want your Facebook marketing to be effective, and ultimately profitable, you need to start the conversation.
write your automatic response
The following statistic from Facebook IQ research should convince you:
Over 70% of people expect to increase their use of messaging features with businesses.
64% of people prefer to send a message to a business rather than calling or writing an email.
But the discussion is not limited to your visitors' questions. Post-purchase messages, FAQs, automated responses... there are now many opportunities to communicate the right message at the right time to your customer, and it would be wise to seize them!
Learn how to set up an automatic reply on Messenger
Virtual reality, a very real challenge for Facebook marketing
Facebook tells us that its users increasingly like to “explore”.
In other words, the regular consumption of multitudes of content makes them more and more open to new experiences. And as this generation Z increasingly embraces new technologies, nothing beats a cutting-edge feature like virtual reality (VR) to retain their attention.
93% of tech-savvy users are interested in using VR before purchasing a product.
A Foundation for Your Long-Term Facebook Marketing Strategy
Today’s users are shaping tomorrow’s Facebook, so we recommend keeping these stats in mind the next time you optimize your Facebook Marketing strategy. The sooner your business is able to embrace new user needs, the greater your competitive advantage will be.
In the rest of the report, you can discover numerous case studies as well as details on advertising automation, and the role of corporate values and communities in Facebook marketing.
If you would like to better understand this report, do not hesitate to contact our social media agency in Montreal !
Other useful resources
Find a Facebook contest idea with our Facebook contest agency
Finally Understand How the Facebook Algorithm Works
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