Yesterday, 17/3, MBP attended the Facebook Visual Communication Summit in Belgium. I would like to share with you some of the learnings of the day.
Together, growth and being mobile are the 3 key terms with which we were introduced into the afternoon of talks on Social Media. Be open, be bold; the world is becoming more and more mobile and we need to adapt. Is your mobile investment following the trend?
The first person to take the stage was Paula Bonomo. She informed us that within 5 hours, people tend to consume 7 hours of content. Multitasking has changed: whereas before people would be knitting while watching TV, now people tend to spend their time consuming information on multiple platforms at the same time. Everything is in competition with everything for attention, so it is harder to be noticed and therefore important to be meaningful.
To communicate with people in a natural and relevant way is to create an engaged audience for your brand, which will feel more connected to you and your brand.
Communication is becoming:
This explains why the most used apps are messenger apps. You will find 1B people on Whatsapp and 800M users on Facebook messenger.
Because the human brain processes images 60.000 times faster than words, visuals are becoming more and more pertinent for advertisers. This takes us to video advertising on social media. On Facebook we are seeing around 8B video views per day, even on mobile. It seems that emotional closeness compensates for the size of the screen. Facebook has developed a video section which allows a total immersion in video viewing. Later on, Facebook will unroll a storytelling medium called Canvas, which will allow for even more immersion in your storytelling experience as a consumer.
The next step will be Virtual Reality and Augmented Reality. We are looking forward to the possibilities Facebook will bring us with Oculus, a new computing platform.
- Reach people where they are
- Embrace messaging
- Experiment with expressive storytelling
- Embrace new formats
Next up was Bert Hendrickx of GfK Belgium. According to him, 29% of people go on Facebook to discover new information. It has become their news platform as well as a place to connect with friends.
A very interesting habit Millenials are picking up is using your mobile in-store for extra information. Not only do they go to websites to compare the market, but also to ask friends their opinion on what they are buying/should buy.
However, we are seeing a trend that if people actually shop online through their mobile, they tend to spend less (€50 on average in their cart) when shopping on their smartphones than they do on tablet and desktop (€110 on average in their cart). Is mobile disrupting e-commerce?
We see separate functions in each piece of equipment we use:
- Smartphones are for staying connected
- Tablets are for entertainment (and often shared within a household)
- Desktops are seen as a work device (larger screen for convenience)
–> people do tend to skip between devices.
Camilla Desmond‘s talk was all about video. Here is what she highlighted during her talk:
- Mobile is different
- People are consuming more video on mobile – >75% of views
- Consumers are more visual
- Visual is the way to communicate
- Virtual Reality will become a key player in brand communication
- 1.7 seconds are needed to consume content on mobile
- Business Outcomes
- Outcome needs to be measurable
- Less is more – try and keep them interested
- Earn attention – learn how to connect with your audience
- Creative – tailor your communication to your consumer
- Experiment – it is important to test, learn and iterate
- How to earn a consumer’s attention
- Look for what matters to your consumer.
- Create longer exposure
- Use the Facebook function for automated captions (coming soon): Facebook creates captions for your video’s; good for a sound-off environment.
- Transparency in reporting
Julie Pellet charmed us all with her french accent during her presentation: Instagram, from text to image.
She reminded us that images are a universal language and that if you have a smartphone, you are a photographer. Capturing images has become very easy for us and second nature to a lot of us, a behaviour we see especially in Millenials. Apps such as Snapchat and Instagram make this possible for all of us.
Capture and share the world’s moments – Instagram is a place for creativity and inspiration: have a look at 15-year-old Adeline from Nivelles who was inspired and now inspires more than 17.000 people every time she posts:
Each Instagram feed is unique, different, because we all choose who we follow based on our interests. It can be seen as a fingerprint. 80M photo’s are shared on Instagram every day, inspiring many of us.
When placing a brand in the Instagram environment, it is important to keep in mind that you need to remain an inspiration to your followers: place your brand at the center of visual inspiration:
- 60% learn about brands on IG
- 75% take action after being inspired by content on IG
As a brand on IG, branding drives awareness: make sure the brand is visible, but in a relevant way. A great example of this is Ben & Jerry’s:
As well as relevant branding, it is important to create a concept for your IG account. See what your target is into and inspire yourself to inspire others. A concept drives brand lift.
Some things to keep in mind when turning to Instagram to communicate to (potential) followers about your brand:
- Think about the consumer journey
- Create and use a distinct visual voice
- Combine Facebook and Instagram (both have the same targeting options in ads)
So, how do you see your brand evolving on social media? Will you be creating more visual communication? Would you like to brush up on your video skills? Don’t hesitate to contact us for more information, we will sure be able to help you with all of these questions, and more: firstname.lastname@example.org