Tag: Facebook

Facebook Key Creative Trends for the Future

Facebook Key Creative Trends for the Future

The year 2020 was a unique year for everybody. According to a digital marketing speaker Hong Kong, consumer habits shifted from buying on physical stores into online shopping. As such, marketers took bold creative leaps. On Facebook, key creative trends for the future arise. Modern consumers have pushed brands and businesses to become culturally aware and socially responsible. Brands and businesses opted for customized and personalized online ads and campaigns. 

Recently, Facebook Creative Shop, the platform’s in-house strategy team, reviewed 100 high-performing creatives around the world. From these ad campaigns, the team came up with 5 key creative trends for the future that can improve the response of an effective messaging approach. 

Build Inclusively

In 2020, people have awakened their minds to diversity and inclusion. The 2020 Black Lives Matter protest became one of the largest movements in history. Participated by around 26 million people, its US protest centered on criminal justice reform. It influenced people all over the world to clamor and rise up for respect. Among brands and businesses, it results in key creative trends of inclusive ads and campaigns. 

A social media agency Hong Kong cited the latest Facebook campaign of L’Oreal, the world’s leader in beauty, as a perfect example of building inclusively. The cosmetics brand reimagined beauty by pairing men and women to provide tips via Facebook Live. Afterward, a diverse group of 122 beauty experts provides personalized advice via Messenger. 

Create Edutainment

Edutainment is a form of entertainment with an educational aspect. A video marketing agency Hong Kong noted some examples of this key creative trend as explainer videos, FAQs, how-tos, unboxing, etc. The COVID-19 pandemic brought about massive lockdowns and social distancing measures. As people were forced to stay at home, they have embraced new ways of getting information. 

Brands and businesses on Facebook have reimagined learning through edutainment. High-performing creatives provide more education to their target audiences by teaching them in creative ways instead of lecturing them. As edutainment creatives did not feel like a chore, they generated more positive responses. 

One good example of edutainment is the Boob Bot of CoppaFeel. CoppaFeel is a charity organization in London for breast cancer awareness. Boob Bot is the world’s first monthly subscription tool in Messenger. It helps females globally to know how their boobs normally feel and look plus how to check them for signs of cancer.  

Sell with Ideas

Facebook has become an engine to discover new ideas and interests. Many in-person interactions have been limited last year and it continued to become adopted as the new normal. Modern consumers were not just scanning. Rather, they are taking action. As such, brands and businesses learn to replace the traditional discovery process. By using interactive AR and VR tools, they have refined their messaging approach of selling ideas instead of products as key creative trends.

Allbirds, an online global distributor of clothing and shoes made from natural materials, has been successful in testing such a creative approach. Allbirds has successfully highlighted its deep commitment to creating a sustainable environment. This, they do, by featuring different product mixes showing their functional benefits being made from natural materials. They were able to establish credibility and increase direct response performance. 

Speak Platform Language

As Facebook users shifted to online connections and expressions, brands and businesses need to speak the languages of digital platforms. Such a key creative trend can help turn heads and win the heart of modern consumers. Creating content aligned with user-generated posts like creator content and lo-fi production makes ads look less like ads.

Sweat, a popular fitness app, decided to speak the platform language and sticker packs on Facebook. This is by launching new products through Facebook Live and sticker packs. The app showcased how its members work out in real-time, creating authentic connections with new audiences. The sticker packs highlighted during a live broadcast have greatly boosted conversions such as downloads and subscriptions.

Reward Self-Discovery

A key creative trend for the future is that a majority of Facebook users have learned to explore at their own pace. They develop a passion for cooking, gardening, home organization, and other domestic crafts. As their curiosity moves them online, so does their demand for entertainment. To deliver an active personalized experience, guided information becomes high-performing content to improve responses. 

Dubbed as the restaurant with no food, Hellmann’s, developed a Messenger bot to create a temporary connection for people seeking ideas with leftovers. It allows their audiences to participate in meal planning instead of just consuming content. Hellmann’s successfully takes community cooking to a new level by ensuring that people use their products as their key ingredients. 

THE BOTTOM LINE

The 5 key creative trends for the future of Facebook may be somewhat vague. Brands and businesses have to keep in mind that they are rooted in modern consumer behaviors. As such, they should find specific ways to leverage these behaviors in effectively shaping their ads and campaigns. 

Reference: https://www.facebook.com/business/news/insights/the-2021-creative-forecast

Grow Your Business Through Messaging

Grow Your Business Through Messaging

The year 2020 propelled the use of Facebook Messenger among social media users. Today, 1.3 billion people use Facebook Messenger all over the world. A digital marketing speaker Hong Kong has noted that Messenger has everything you need to feel closer to your favorite people and the world. It powers conversation on Facebook, Instagram, and Portal with Oculus integration soon to come. Through it, family and friends can watch TV and videos together through video chats. You can also launch both audio and chat rooms of up to 50 participants. Facebook Messenger also allows its users to express themselves via AR effects, emojis, stickers, and themed content. It lets conversation show with utmost security. So how can you grow your business through messaging? Here are some tips. 

Facebook’s family of apps houses 3 messaging features. These are Instagram Direct, Messenger, and WhatsApp. Recently, the platform allows integration of these 3 apps into one API. This makes it easier for brands and businesses to manage the messages they have received and puts them in priority. According to a social media agency Hong Kong, around 66% of consumers online use Facebook’s messaging apps to connect with brands and businesses. This year, people are more eager to connect via messaging with brands and businesses. This gives marketers a chance to move customers into action. Below are best practices on how to grow your business through messaging.

Make It Easy for Customers to Get in Touch

Most brands and businesses received an overwhelming number of messages on Messenger, Instagram Direct, and WhatsApp. Managing these messages is somewhat challenging, stressful, and time-consuming. There are several ways to make it easy for customers to get in touch. A 24/7 chatbot can serve as a customer service agent answering frequently asked questions and directing people to the best person or team that can answer his or her query. Such automation can be integrated through Inbox in Facebook Business Suite. This Facebook business tool offers Automated ResponsesLabels, and Saved Replies. It can help brands and businesses manage to message in an organized way and save time interacting in both Messenger and IG Direct. For WhatsApp brands and businesses, the WhatsApp Business app allows automated greetings, FAQ shortcuts, and instant customer replies when you are not available.

Another way to make it easier for customers to get in touch is by adding a “Send Message” button on a Facebook or Instagram profile or post. Customers tapping into such features will be directed to Messenger or IG Direct ads and shops. These allow customers to browse product details and send direct queries about them. Last, setting up QR codes via Facebook Chat Plugin on a business website also makes it easier for customers to reach brands and businesses the moment they need them. All these features and tools are clear innovations for the Facebook team to boost eCommerce.

Drive Discovery and Consideration Through Conversation

Grow your business through messaging by combining the power of Facebook advertising and messaging apps to drive 1-on-1 conversation. Modern consumers prefer shopping on brands and businesses that reply to them quickly. They love brands and businesses that they can message anytime to address their concerns. Recent reports showed that 1/3 of consumers who use messaging apps and are contacted by businesses during the buying experiences are most likely to convert into sales.

Facebook Messenger, Instagram Direct, and WhatsApp also make it easier for brands and businesses to find the right customers for their products and services. Ads with the click to button to MessengerIG Direct, or WhatsApp continue the conversation beyond a customer’s initial query. To drive quality leads, Facebook’s Lead Generation in Messenger allows brands and businesses to drive quality leads at scale. It helps them quickly and seamlessly follow up leads in just one channel. On the other hand, WhatsApp business tools make the buying transaction easier for customers via WhatsApp’s Catalog and Cart. Through these features, brands and businesses can:

  • Add and remove products or services on a digital shop.
  • Set prices for each product or service.
  • Share items with customers in just a few taps.

Grow Sales and Repeat Customers

One great feature of Facebook’s messaging apps is the ability to retarget customers. Brands and businesses can reconnect with previously engaged audiences through click-to-ads. These types of ads direct them to Messenger, IG Direct, or WhatsApp. To do this, one must create a custom audience of people who have previously had an engagement with a brand or business. These are people who have commented, downloaded, liked, saved, or shared a post. After creating a custom audience, they can now start retargeting these audiences based on their activities, demographics, interests, and preferences.

THE BOTTOM LINE

Communication is very essential for brands and businesses marketing in Facebook, Instagram, and WhatsApp. Modern consumers want to build confidence first before anything else. Big or small, they should find ways to boost awareness, conversion, discovery, and engagement even through messaging apps.


Reference:https://www.facebook.com/business/news/build-relationships-and-grow-your-business-with-messaging#

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#

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