Your customers are on Facebook. Your marketing needs to be on Facebook too.
For the past several years, Facebook marketing has grown and evolved. Now it is a question of justifying why not to be on Facebook, rather than justifying being on it. There are just too many benefits to this unique medium for companies to not give it a second glance.
As consumers continually change how they use Facebook, so do they change how they consume Facebook marketing tactics. What used to work on Facebook even a few quarters ago seems obsolete now. It can be tough staying on top of the changes, but we’ve rounded up three big changes you need to know now to inform your Facebook marketing.
Conversations are Switching to Chat Bots
The Facebook Chat bot is a relatively new tool gaining quick momentum with over 11,500 bots developed and more on the rise. Companies can design a specialized chat bot in accordance to their brand standards and targeted audience’s needs. Customers can ask questions, share thoughts, and interact within this largely hands-off tool.
At its core, chatbots are a way to delegate away your customer service to a high intelligence electronic tool. They are not only capable of significant personalization, but they learn as they go. Use them more and they become smarter.
Each month, new companies are finding great ways to integrate chat bots into their business efforts. Pizza Hut lets customers use the bot to order pizza. Sephora lets customers make bookings through their bot (and was rewarded with an 11% increase in bookings compared to other methods).
Chevrolet created a chat bot personalization that reaped large rewards. As part of their marketing campaign, they cultivated an active user base for their bots of 207,000 unique active users and increased the perception that Chevy is “a brand for me”.
Marketers may hesitate entering the world of chat bots out of fear the coding will be too intensive. But you can always outsource the creation process to Facebook’s bot creating partners or a marketing agency.
Chat bots are a relatively new trend, but one consumers jumped on. More and more people will continue to use these as their first form of contact with a company’s customer service team, as a way to purchase products, and as a way to consume curated content from a company. The sooner companies jump on board, the sooner they can reach the brand building rewards.
Engaging Video Ads Take Center Stage
Customers are getting really good at tuning out ads. They know the image on the side of their Facebook feed is an ad. They immediately recognize a post as an ad, whether it’s keywords like “50% off” or the photo of people not in their circle of friends. Some people never even see the ad to begin with thanks to ad blockers.
One way to combat this inattentiveness is to create engaging video ads. Video ads can be much more effective at instantly grabbing a viewer’s attention due to the moving images and sound bytes. Advertisers can employ techniques with Facebook video ads to generate great results.
Kayak, a travel search engine, took a video ad approach for a campaign designed to generate new customer leads and purchases. They analyzed the ad campaign and compared it to their ads employing static images rather than video.
The end result? The video ads actually ended up costing less than the static image ads. The data showed they had a 39% lower cost per incremental searcher.
While the idea of using video ads sound expensive, it can be less costly to produce than you might think. Facebook’s new Create-to-Convert pilot program allows companies to partner with the Facebook Creative Shop. Facebook will take still images, work their marketing and graphic design magic, and produce a video where the previously stationary images now use some motion.
The motion falls into four categories. Basic motion ads some simple movement to make the images more eye catching. Brand in motion makes the brand’s logo move about, which is found to help consumers notice it and remember it more. Benefit in motion is used to draw attention to a benefit, such as text saying using a given service saves you money. Demo in motion adds motion to a product or app demo.
Kayak’s ad campaign reached 2.1 million people while also reducing ad production time by 50% and the lower cost of incremental searcher.
This is just one example of the many uses of video ads. Other companies are making videos out of old content, involving a narrator reading off useful insight accompanied by a video of a speaker or relevant images. Instead of making a post listing bullet points of information, the video is employed to offer a more enticing moving visual option.
One reason video is becoming such a growing powerful advertising tool is because of the way consumers consume Facebook content. No longer are people reading each individual post carefully on their news feed. They are bombarded with information - too much to intentionally consume at one time. Instead, they scroll through their feed (usually on their mobile device). To actually read something, their attention must be captured. The moving images of a video can achieve this well.
More and more companies are using video ads and the numbers will keep growing. Videos offer a morsel of information and excitement that still image ads cannot match, helping to capture the limited attention of consumers. As a Facebook article points out, it’s expected that by 2020, “over 75% of the world’s mobile data traffic will be video”.
The Thrill of Live
When marketers think of ads and content, they often image the traditional creation format. Identify your marketing needs. Brainstorm different approaches. Carefully make outlines, first drafts, second drafts, and then a final copy that is perfectly polished.
That’s getting thrown out the window more and more each day.
Facebook Live videos are becoming a surprising new trend among businesses. It is easy to see the appeal for live videos for average consumers on their personal feeds or celebrity icons. But businesses? With a little creativity, they can harness the power of live video for their marketing goals.
Businesses are using Facebook live in numerous ways. They host a Q and A with consumers to quickly and efficiently answer questions that are at the top of audiences’ minds. They provide a behind the scenes look into the world of your business. They tease customers with glimpses of new products and prototypes.
Staying up to date with the latest Facebook marketing trends is tough. Let the team at 10twelve help you out! We work hard to stay on the cutting edge of marketing and business building strategies. Reach out to the 10Twelve team today to get started.