Creative Strategies with Topic Data

Think about your News Feed. Whether it’s excitement over remakes of childhood classics or a solar eclipse or topics that make you go “huh,” Facebook has become the new watercooler. With over 1.5 billion people across the globe using Facebook every month to connect about topics that matter to them, it is no wonder marketers are interested in the insights that can be gleaned from these online interactions.

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Discovering New Products in New Places

Dark chocolate-covered blueberries and freesia-infused home fragrances used to be the types of things people would only discover in-store. But today, these types of items—things people didn’t necessarily know they wanted before they went shopping—are on consumers’ radar before they even enter the store. In fact, 50% of core consumer packaged goods (CPG) consumers report that they learn about new CPG products before going shopping.

As consumers spend more time on digital devices, especially on mobile, digital is becoming a leading source of that discovery at a time when there are arguably more new products than ever. How can brands reach people in this competitive world of media fragmentation? Read more

Marketing to Moments That Matter

Every day, everywhere, people are connecting around millions of moments that matter to them—from wedding announcements to birth announcements, from birthdays to beach days and from training for a marathon to watching a TV marathon.

Over the past several months, Facebook IQ has examined insights around these moments that people share—and share in—on Facebook and Instagram every day.

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Storytelling Sells: Creating a Digital Marketing Narrative to Drive Action

When it comes to digital campaigns, advertisers tend to lead with “Buy Now” messaging. But is the traditional direct-response approach the most effective way to reach people on digital? Not necessarily. Advertisers are beginning to evolve how they approach their digital marketing strategies, embracing techniques—like storytelling—that have been used successfully in driving business results on other channels (TV, print, email, search, etc.).

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The Road to Purchase in a Mobile-First World

There are many moments that take place before a vehicle shopper becomes a new vehicle owner, from conducting research and asking friends and family for advice to narrowing down options and taking a test drive. No matter how much research one does and how many sources one consults, purchasing a new car is and always has been a complex process. To help auto brands better understand and connect with the people who matter to them, Facebook commissioned Ipsos Media CT to conduct a study of US auto intenders ages 18+ on how the car-purchasing process has changed for them and what it means for marketers.

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Moments That Matter: Losing Your Phone, Finding Your Friends

Many of us consider our mobile phone to be our lifeline to the world. Home to essential apps, appointments, messages, music, names, numbers and notes, our mobile devices connect us to the people and things that matter most to us.

At some point, many of us will be faced with the challenge of losing our phone. But that moment of misfortune also has the potential to be wonderful—a chance for people to remember that they are cared for, that help is always close at hand and that life can be surprising and delightful.

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Driving Reach and Efficiency for Entertainment Campaigns

Entertainment marketers have relied on TV to deliver beautifully crafted stories to mass audiences for over 50 years. More recently, digital has joined TV as a place where marketers can reach the people who matter to them. As people increasingly discover content on both TV and digital, marketers who use Facebook to complement TV can extend audience reach and improve the reach efficiency of their campaigns.

Facebook commissioned Nielsen to explore how digital and TV campaigns can complement each other. The study looked at 15 TV, film and console gaming campaigns that ran in the US across TV and Facebook. Findings indicate that entertainment marketers who use Facebook to complement TV can extend audience reach, improve efficiency and target key audiences, such as younger people, who are hard to reach through traditional media channels.

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Moments That Matter: Finding the Extraordinary in the Ordinary

We are marketers participating in arguably the most important medium shift in marketing since the first television ad for Bulova watches in 1941. Mobile has delivered us from a mass media world to a personally relevant one—from a world in which marketers would buy TV, magazine and radio ads as a way to reach people based purely on context to a world in which marketers can reach individuals based not just on demographics but also on passions, behaviors, interests and so on. It’s driven the shift from a world of appointment-driven media ruled by rigid 15-, 30- and 60-second frameworks to a world of anytime/anywhere media.

And thanks to mobile, we’re moving from fewer bigger, longer moments manufactured by the media and marketing industry—moments like soap operas, the “Seinfeld” finale and pivotal sports games—to a time when people are manufacturing and consuming their own and each other’s moments en masse—every minute, every day, 365 days a year. From meals to memes, from first steps to first jobs and from moving on to moving up, millions of people go on Facebook and Instagram to share—and share in—these types of moments every day.

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Resonate at Ramadan

Ramadan is a time to connect with friends, family and faith. It is a moment of oneness as people around the world fast, feast, reflect, shop and celebrate together. And from Malaysia to Morocco, mobile and Facebook are increasingly prominent in Ramadan festivities.

At a global level (looking at data for 15 markets), we uncovered several overarching trends across countries: People are celebrating on Facebook, most are connecting on mobile and many are sharing photos during the festivities. And people ages 18–44 are driving most of the conversation.

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