On the 18th and 19th of July Facebook organized “Facebook Accelerate” in Dublin, to inspire advertisers and agencies and to inform them about upcoming features and products. We’ll give you a brief summary!
Facts & figures
- 7 million Belgians use Facebook vs 4,2 million Belgian Instagram users
- 89% of consumers expect that brands/companies respond to messages within 24h -> 56,5% of companies cannot be contacted via social media
- 80% of Instagram users follow companies
- 60% of Instagram users discover products or services via Instagram
- The most used hashtag worldwide: #love
- Stories behaviour:
- 40+% of Instagram Stories contain video
- 1 in 3 Stories receives a direct message
Coming soon
- Instagram Checkout in app in 3 taps (currently only tested in USA)
- Dynamic ads for travelling, cars & retail (lead generation, appointment booking, conversation commerce)
- More creative tools in Instagram Stories (a.o. Storify templates tool to build Stories)
- Branded ad content influencers (currently only in feed, not in Stories!)
- New advertising formats in 2019:
- In stream for Direct Response (Facebook)
- Dynamic ads for Stories (Instagram)
- Polling Sticker in ad Stories (Instagram)
Trends
- Facebook has a clear increase in 1-to-1 and group communication and Facebook will respond to this in the near future. They will also fully commit to the so-called closed environments.
- 3 shifts
- Stories, stories and stories (= ephemeral content): 1 trillion
- Messaging explosion: 100 trillion
- Video – Social watching > long form engagement: 400 trillion
- 4 C’s:
- Curation: newsfeeds are going to be more tailor-made, so that everyone’s newsfeed will be different and unique
- Community: the Apple community example was used
- Conversation: messaging is on the rise, yet only 2 in 10 think companies are communicating with people
- Commerce: technology allows us to do commerce on a larger scale (e.g. native checkout on Instagram -> link in bio caused friction, and therefore they are evolving from product tagging to instashopping.
Tips & takeaways
- Highlight the swipe up in Instagram Stories advertisements, bet you’ll get more results?
- Don’t use undersized target groups -> Facebook itself searches for the best converting individuals, even within a broad target group
- Try to avoid overlap between Facebook advertising target groups -> if you have multiple ads aimed at the same people, Facebook will only include one ad in the auction (= highest ranking ad). This prevents you from bidding against yourself, but can also cause underdelivery
- Don’t make any changes to your advertising campaign before you reach at least 50 conversions
- Holiday season -> start your preparations in time, e.g. in June
- Facebook doesn’t recognize a difference between a B2C and a B2B approach for your target groups: in both cases it is about a person who has to go through a process
- Try to avoid friction at all cost and shorten the path towards checkout
- Check https://business.instagram.com for inspiration
Cases
- KLM: try before you fly VR advertisements
- Pantene transgender campaign in Thailand
- Examples that inspire the Facebook team:
- World Record egg: unveiling with a surprising message
- National Geographic’s Messenger Bot: interact with Picasso
- Heineken Champions League Stories
Oh their Pitch, Play & Plunge model is still stuck in our heads. A strategy in which you combine different assets to get better results.
- Pitch: make it an immediate get to the many
- Play: make it interactive for the curious
- Plunge: make it immersive for the interested to dive in
That’s Facebook Accelerate 2019 in a nutshell. Cheers ?