Category: Social Media Marketing

Online Purchases

Key Factors Influencing Online Purchases on Facebook

The COVID-19 pandemic has greatly changed how people connect, learn, shop, and work. The lockdown and social distancing measures enforced by the government paved the way for online presence. Families bounded by long-distance geographic locations now connect through online messaging apps and social networks. Kids and other students do virtual classes. Most people in the workforce started working from home. For brands and businesses, brick-and-mortar stores have transformed into digital shops. These online shopping experiences have been widely accepted by modern consumers. 

According to a digital marketing speaker Hong Kong, the rise of eCommerce stores has changed the expectations of brand relationships and product discoveries. In fact, a series of research conducted by Facebook about the online shopping journey in Hong Kong and Taiwan showed significant disruption among modern consumers. Such results are also implicative to other regions. Below, let’s discuss the key factors influencing online purchases on Facebook.

Artificial Intelligence and Machine Learning Have Addressed Poor Shopping Experience

The digital shopping experience has greatly evolved to cope with the rising demand among online shoppers. Today, Facebook uses artificial intelligence and machine learning to offer an endless aisle of products among its users. Via cross-border eCommerce, Facebook’s family of apps now offers searchers an infinite number of products that can fulfill their needs. These results with 48% of Hong Kong consumers spending more time shopping online and 90% of Taiwanese looking forward to continuing online shopping even when the lockdowns and social distancing measures are lifted.

Brand Loyalty Is Under Threat

According to a Nielsen Study about brand loyalty, only 8% of consumers considered themselves as loyalists of a brand. Gone are the days of singular devotion to a brand. Facebook and Instagram have allowed the discovery of new products and services that help online consumers make the wisest buying decisions. With these varieties of choice, the consumer no longer spends money on just a single brand. Around 57% of Hong Kongers have tried new products and services in the past few months. This also applies to 80% of Taiwanese shoppers. Globally, 56% of modern consumers find it extremely important to try out new brands. However, even though brand loyalty is under threat, it still is not dead. For brands to drive consumer loyalty, here are 6 universal drivers of brand love:

  • Build trust through ad personalization.
  • Elevate the buying experience through immersive shopping.
  • Respect the consumer’s experience and time.
  • Set trends through fresh and reinvented offerings.
  • Share values through educational content.
  • Surprise customers with the best quality services.

The main key beyond brand love is going over the customer’s expectations by being proactive in campaigns and customer service. Apart from promoting new products and services, it is important to provide customers with purchase updates and online channels to instantly connect with brands and businesses. 

Integration of Conversational Commerce and Payment System Becomes a Necessity

As modern consumers take more shopping online, their demands get bigger and smarter. They demand that social media platforms give them a better buying experience. These include 24/7 customer support and direct payment systems without having to leave the network. To answer such rising demands, Facebook enabled messaging APIs on Instagram Direct, Messenger, and WhatsApp. Such technology allows the use of chatbots to provide human-like responses to customer queries. As a result, around 53% of Hong Kong and 58% of Taiwanese online shoppers have completed a purchase because of conversational commerce. To resolve the issue of cart abandonment, Facebook Pay offers a seamless payment system among its users. They no longer have to leave the Facebook app to complete a purchase. With a pre-populating but secured payment process, online shoppers can use their cards to make a direct payment via Facebook Pay. 

Live Media Consumption Becomes a Trend on Shoppertainment

New digital formats allow brands and businesses to better connect with their audiences. A rising trend among social media platforms is shoppertainment. It is a strategy of doing a live broadcast to initiate live shopping. Around 64% of Hongkongers engage in Facebook live videos once a week, while 78% of Taiwanese watch eCommerce live broadcasts on Facebook with 46% making an online purchase.

Spending More Time on the Internet Makes Shopping Less Deliberate and Planned

A social media agency Hong Kong noted an increased time spent online by Hong Kongers and Taiwanese since 2020. Today’s global average of time spent on the Internet is 7 hours. As people spend more time finding people and products online, 9 out of 10 social media users took action to deepen their engagement with a brand. Comments, likes, hearts, and shares are common ways on how brands and businesses measure ads performances on Facebook. A video marketing agency Hong Kong reports that 63.5% of online shoppers in Hong Kong discover new products and services after watching a video on Facebook. In Taiwan, 47% use the king of social media to search for brands, while 87% of global consumers took action after seeing product info on Instagram. The actions include following a brand and making an online purchase.

Reference: 

https://www.facebook.com/business/news/online-shopping-is-evolving-beyond-missions-towards-spontaneous-triggers

https://www.facebook.com/business/news/address-decision-paralysis-and-poorer-shopping-experiences-to-stand-out-in-the-endless-aisle

https://www.facebook.com/business/news/delight-shoppers-with-a-personal-touch-to-stand-out-at-purchase-as-seamlessness-becomes-table-stakes

https://www.facebook.com/business/news/brand-loyalty-is-no-longer-stable-but-an-ongoing-conversation#

Facebook Engagement

Tips to Improve Facebook Engagement

What is a good engagement rate on Facebook? This is a common question raised by brands and businesses alike. They believe that a good engagement rate is a stepping stone to succeed in Facebook marketing. A social media agency Hong Kong defines Facebook engagement as any action taken on a page or post. It may be a “comment,” “like,” “reaction,” or “share.” It may also include “checking in on a location,” “clicking on a link,” “tagging a post,” or “viewing a video.” 

Facebook engagement indeed matters. It indicates that the audiences want to interact with a brand. The higher the engagement, the more visible a page or post becomes on Facebook. Any type of engagement makes the page or post visible to an extended audience as well. All these benefits come at no extra cost. To get the best results on Facebook engagements, brands and businesses should aim to upload a variety of posts on their Facebook Pages. Here are some tips to improve Facebook engagement.

Use Engagement Cues

To boost getting comments on a Facebook post, there’s a need to give people reasons to engage. There are several ways to make it easy for the audience to know what they need to say. These are by doing the following:

  • Asking a question for readers to formulate an answer.
  • Asking the audience to fill in the gaps or finish a sentence. This can stir the audiences’ imagination to comment based on their interests or preferences.
  • Tell them how to engage. This means requesting the audiences to describe something, narrate an experience, vote for fun, etc. Think of creative ways relevant to a Facebook Page niche and the followers’ interests.

Design Timely Posts About Events and Holidays

All year round, we get to celebrate different events and holidays. Events and holidays are the perfect way to fill in your marketing calendar and get more engagement. Tap into the audiences’ emotions by encouraging them to share the reasons for a celebration during the event or the holiday. 

Another way to improve Facebook engagement during these special occasions is to create trending memes or video content. According to a video marketing agency Hong Kong, more than 1.25 billion people on Facebook visited Facebook Watch every month. This made Facebook the most popular channel to do video marketing. Around 75% of marketers post videos on Facebook, 70% of them post videos on YouTube, while 58% post videos on Instagram.

Timely content can be prepared in advance to generate better engagement. Think of incorporating an awareness campaign into your marketing strategy. It must be something relevant to the brand, business, or target audiences. A personal story, social value, or timely products can generate a lot of engagement when posted in the right event or holiday timing.

Go Live

By going live on Facebook, brands and businesses get the opportunity to connect to their audiences in real time. As such, they can encourage the audience to comment, like, and share during the live broadcast. This can boost engagement significantly. To boost reach, encourage your audience to invite their friends to watch with them. As a pro tip, it is important to respond to all comments on Facebook Live. This is to further improve engagement with the audiences. 

Incorporate Humor on Your Facebook Content

A positive vibe is what everyone in social media longs for, especially on Facebook, with 2.85 billion monthly active users. Humor is the best way to promote a positive vibe on Facebook. That is why incorporating humor into your Facebook content can greatly improve engagement. GIFs, stickers, and memes are creative ways to add fun to an image or video. Short video clips also create fun through dance movements and music. One best way to incorporate humor on Facebook content is to ask funny questions that are relevant to the target audiences’ interests and preferences. For example, a shirt brand can ask followers: “What would you wear today to attract someone?” The key is to make the humor creative and timely.

Show Off Your Processes and Workplace

People are curious and inquisitive in nature. They love to see what other people are doing. They love to learn how a business operates. Behind the scenes content can improve Facebook engagement because of such nature. Show your target audience how your products are made and highlight the philosophy behind each of them. Share some insights on how things work within the business to generate authentic interactions. Make it lighter by posting bloopers and fun times of the team behind a brand. These types of posts evoke the audiences’ emotions and eventually influence their buying decisions.

Upload Facebook Posts that Are Shareable and Worthy to Save

Sharing is a common engagement action on Facebook. It shows audience support to a certain Facebook post without removing the original source. If a brand or business creates content designed according to their audiences’ interests, they can prompt engagement through content saving and sharing. According to a digital marketing speaker Hong Kong, evergreen content like blogs, explainers, how tos, recipes, tutorials, etc. are the top posts that people love to save and share.

Reference: https://www.socialmediaexaminer.com/7-ways-to-improve-facebook-engagement/

Powered by WordPress & Theme by Anders Norén