Our key takeaways from Facebook’s Annual Agency Day
Being a Facebook Marketing Partner has its perks. Not only does it allows us to offer you superior campaign insights and data, innovative technology and custom-tailored solutions, but it also means we get invited along to some pretty cool events such as the UK’s first Independent Agency Day. Set in the stunning and impressive Tobacco Dock, located at the heart of London’s thriving enterprise zone, Account Director Natalie Peckham and Account Exec Henry Henley went along to discover what’s what.
With the sun shining, coffee flowing and pens poised – we were ready to hear all about the latest updates from some of the industry’s most insightful experts.
So, what were our key takeaways from the event? Well, there were tonnes, but we’ve picked out the top three that we think are the most important for the current digital climate.
“Marketing is no longer about the stuff you make, but about the stories you tell.” – Seth Godin
Storytelling and forging emotional connections with your audience plays a crucial role in attracting customers and building loyalty with your brand. In this day and age, where content is everywhere, personalised content is more prevalent than ever. Authenticity and honesty from brands is key, so ensuring that your messages are real is vital. In a study run by Cohn & Wolfe, 63% of consumers said they would rather buy from a company they consider to be authentic. People crave real connections, so make sure you’re talking to them as real people.
With over 400 million users using Instagram Stories to watch and share moments, it’s clear people want to consume visual storytelling content. A common misconception is that video content needs to be slick and well-polished. That is not always the case. In fact, user-generated content can work more effectively on channels such as Instagram where content is often gritty and organic. In order to make this even more relevant to your audience, try utilising dynamic personalised stories – a revolutionary way of improving personalisation through programmatic video, and further meeting consumer needs to drive conversion.
What’s more, Instagram is making it even easier for people to produce story content themselves – so there’s really no excuse not to be creating and using this style of content within your marketing strategies.
And finally, use real stories, and by that I mean – real people. Who better to be the authentic voice of your brand than the advocates from your student body that have experienced it for themselves? Therefore, use testimonials, quotes and videos in your marketing to help portray these student stories in the most authentic way.
It’s important, in a competitive market, that businesses are offering the best user experiences for their audiences.
Pete Buckley, Facebook’s Comms Planner, said that 64% of people would prefer to reach a business via messenger solutions, as opposed to calling or emailing. 8 billion messages are exchanged between businesses and people every month, and so more and more brands are considering the use of live chatbots in order to communicate with their audience. People want answers instantaneously, and this is where the beauty of chatbots comes in. Using a chatbot helps you to provide value to your customers by giving personal and 121 solutions to common problems.
A great example of this was Lego’s Facebook Messenger chatbot, Ralph, which helped assist buyers in their shopping and gift decisions. The result? An uplift in the number of Lego sales over Christmas, 71% lower CPC, and 3.4x higher return on ad spend for click-to-Messenger ads.
So why aren’t Natives recommending Facebook Messenger to power your chatbot?
Well, you can read our full blog on the matter here, but essentially it is two-fold. One is that our research shows the savvy youth audience are increasingly wary of sharing their data with a Facebook tool like Messenger chatbots. The second is practical – API access to Facebook can no longer be taken for granted and if the platform giant changed their access or restricted usage on a key campaign delivery date (let’s imagine for a second if things changed on A-level Results Day), you’d be in trouble.
Content: Fit For Purpose
With so many social channels, advert formats and sizes available – it can seem a bit of a minefield when it comes to using the right content and assets.
No longer can you try and shoehorn assets into all advert formats, and ensuring that your content is fit for the advert type you’re using is more important than ever.
Take this as an example. When was the last time you used your iPhone in landscape to text, browse the web or take notes? My guess is a long time ago, if at all. Most video and imagery is formatted in a landscape format but it’s important that you bear in mind the device and platform you’re using when editing imagery and video content. Instagram and Snapchat Stories are portrait, so your content needs to be edited to suit these formats accordingly.
This also goes for video length. It’s impossible to hold people’s attention nowadays, so it’s crucial that your content is as engaging as possible, as quickly as possible. Did you know that each week we scroll through more content on Facebook than the height of Big Ben? That’s a lot of scrolling. As people, we consume faster than ever before, and we lack patience, so it’s important your videos are as short and snappy as possible to capture people’s attention. Different social channels are great for different things too. Some people may prefer to consume video content for longer on YouTube than Facebook, for example, so make sure you take that into consideration when deciding on video length.
And finally, bear in mind which devices people are using to consume your content. In a mobile-first age, mobile devices tend to be used in busy places where there are a lot of distractions, so creative should be designed to be used with the sound off.
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 are on hand to help shape, drive and develop your digital marketing strategy.