Wake Up Marketers: Facebook Reveals Best Practices For Grabbing Mobile Users
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.”
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.
- Capture attention quickly
- Frame your visual story
- 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
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.