The latest updates from Facebook’s Annual Agency Day
Well, it looks like being a key Marketing Partner for Facebook really does have its advantages! We got to attend Facebook’s Annual Agency day in Dublin. The event was packed full of interesting information, latest trends, best practices, new developments, upcoming BETA’s, case studies, and loads more. From the moment Olly Sewell opened the event, the notebooks were out.
It’s all mobile
One thing that kept coming up was the importance of mobile. It was said that 2016 would be remembered as “the year of mobile” and that mobile devices are getting bigger in size to absorb all the engaging content available. Last year it was revealed that time spent on mobile devices surpassed the amount of time spent watching TV. Although this might come as a surprise to some of us, the younger generations have grown up with smartphones and are used to accessing fresh content, instantly, from various devices. This certainly highlights our evolving behaviour, which we need to now treat as the norm: our attention span is now less than that of a goldfish!
Content is still king
Immersive images and engaging video content are important – we all know this. It should always be the most important component of your advert. Within our sectors, our primary audiences are on their phones all the time. The average person spends 23 days a year staring at their phone – no wonder the goldfish are winning! Director of Agencies (EMEA), Ben Wood suggested that by 2020, 75% of all mobile data will be video, and Facebook is developing their feed to cater for this. Institutions and Local Authorities need to be making sure their content reflects the standard – has your organisation looked at using video to drive engagement?
Think about the scrolling user
Facebook’s newsfeed is busy, so the content you’re putting out needs to grab the attention of people scrolling. This is no easy task, considering there are 8 billion video views on Facebook every day. Unfortunately, it’s not enough to just have good content. We still need to think ‘people, not device’ and be smart about when we’re reaching them. Facebook’s Head of Communications Planning (N. Europe), Ian Edwards spoke about the need for adverts to be built for the newsfeed, so we also need to spare a thought as to how the advert will appear when scrolling through a plethora of cats, holidays and food porn. You need to remember that your advert is competing against such a wonderful variety of engaging content on Facebook’s newsfeed. How are you going to make sure it’s your advert a user clicks on?
The importance of engaging content was the primary focus for almost every speaker and a challenge for many agencies and businesses alike. Those who have embraced change, adhered to best practices and invested in the creative content for their marketing strategy have been rewarded with improved results in an increasingly competitive market.
If you want to know more about what’s new in the world of Facebook, or how to get your hands on good creative assets, then speak to a Native! Our team of Digital Consultants are on hand to help shape, drive and develop your digital marketing strategy.