Wake Up Marketers: Facebook Reveals Best Practices For Grabbing Mobile Users

Wake Up Marketers: Facebook Reveals Best Practices For Grabbing Mobile Users
SHARE
THIS



According to Facebook, Australians are spending 43 per cent of the average day on their mobile devices and 50 per cent of all traffic going to publishers is coming from mobile. Sarah Personette, vice president of Facebook’s global business marketing, shared some insights into the mobile user’s mindset and hot tips to stop people’s thumbs on mobile- including B&T’s favourite ‘silent but deadly’.

Personette presented her findings to a packed warehouse of Aussie marketers and creatives during Facebook’s first Sydney Facebook IQ event. The event gave an in-depth view on a new mobile era in brand communications featuring industry experts including Toby Talbot, chief creative officer DDB, and Dr Bryon Sharp, director at the Ehrenberg-Bass Institute for Marketing Science, as well as Facebook Australia and New Zealand’s managing director Stephen Scheeler and Facebook’s head of marketing science Steve Lockwood.

Mindset:

Personette told the crowd that disruptive ads, passive audiences and search are things of the past. “In today’s world, on a mobile device, ‘discovery’ actually reigns supreme. Every morning a billion people wake up, open up their phones, go on Facebook and have the opportunity to discover: discover information from their friends, from brands and businesses they are connected to, from news reporters, media publishers and entertainers. The mindset is discovery- ‘I don’t know but I’m willing to look, I don’t know what someone has done last night.’’s

Being able to tap into the discovery mindset, understand how to design and program for it within the creative is a massive shift in marketing. Advertisers and marketers have to think about new ways to connect with a consumer in a mobile world.

According to Personette: “Search is not a natural point of entry on a mobile device in the app economy. If you were taking the old search practices and applying them to the new world order you are missing out on the people you want to reach”.

For the non-believers, Personette gave the crowd a challenge- hand over your phone to the person sitting next and let them scroll through your Facebook app. “As you’re scrolling you are discovering something that was made for somebody else. When you open up your feed, whether it’s Instagram or Facebook, you are discovering something that was made for you-the interests, the likes, the friends and businesses they’re connected to.”

Sarah Personette

Stop The Thumbs:

The thumb is in charge when people are using mobile.

“We believe that by 2020 video will actually be the dominant format inside your feed. However we’ve also done a ton of research partnering with the creative community to understand what are the best practices or key creative considerations that we can take into mind when we are designing for feeds. What are the best practices when we are designing for the Facebook or Instagram environment or the mobile feed in general,” Personette said.

  1. Capture attention quickly
  2. Frame your visual story
  3. Design for sound off

“What’s interesting about these is they are the flip of how you would tell stories on television. It requires us to build a different muscle.”

Building for sound off- silent but deadly- is the biggest takeaway. Brands need to help their customers get the message loud and clear without relying on sound. Personette told B&T after the presentation: “We find that 76 per cent of sound is actually off, so if that’s the case then designing for that creative best practice is important one. The first one is make sure you’re starting with a title card that’s drawing someone in, so that they know what they’re about to see. As you’re scrolling through your feed if you don’t know what journey you’re entering into you might just scroll past that particular video.

“The second piece is using captions, whether automated captions that we provide or captions that you build within the creative.  That helps to tell the story that you want people to understand without the use of sound. The last piece is that the usage of questions is actually a great device to hook and engage a particular person to wonder what if and what’s going to happen with a pay off at the end.

“It’s a flip of the way that TV advertising used to work, the way we used to design creative for television is you wanted to pay off with a crescendo and the end. Here we’re saying flip the crescendo and start with the destination of the story so they’re hooked and stay with the creative. So if you’re using music or voice-over as the particular device to hook the person, you might have lost them.”

 

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]