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The Drive to Bank on Digital

Across Latin America’s two most populous countries, people are starting to expect more from their banks. But are banks in Brazil and Mexico rising to the occasion? Recent research reveals that 1 in 2 online bankers don’t think so.

In a previous post, we looked at how mobile is reshaping the way people shop across Latin America. And now, a recent study allows us to shed new light on how digital and mobile are transforming the way people bank. Read more

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Millennials and Money: The Unfiltered Journey

Millennials have been called many things. “Financially responsible” is typically not one of them. But as Millennials grow in financial power—and grow up in general—we wanted to understand how their relationship with money and financial institutions is evolving.

Through Facebook audience data, conversation analysis and surveys, we took a fresh look at working-age Millennials (ages 21–34) on Facebook in the US.

What we found was that the vast majority are saving money and many have made paying down debt a priority. We also found that half of Millennials have no one they trust for financial guidance and that the Millennial generation is ready for a new type of financial partner.

Check out our white paper and the infographic below to explore our key discoveries and learn how marketers can leverage them to lead the future of financial services.

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Measuring Campaign Effectiveness: Making Search Work Harder

With 45% of shopping journeys containing a mobile action1 and people switching devices and channels at will, paid search alone is no longer the most effective method for brands to get discovered or grow within their category. Marketers now know that they need to plan campaigns across digital channels to match where people are spending their time.

To help marketers plan across channels, the Facebook Marketing Science team explored how exposure to Facebook ads can influence people’s search behavior and impact search campaign performance across mobile and desktop. Read on for topline findings from that research and download the white paper for an expanded discussion of our analysis, vertical case studies and what it all means for marketers.

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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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Growing Up in a Visual World

For today’s teens and young adults, image is everything—particularly when it comes to how they communicate.

Take it from Aria, a 22-year-old from Canada: “People don’t really want to read through text all the time … they just want to see it visually. It’s more appealing.”

People look to visuals not just to learn what others have to say but also to express themselves, making images essential in today’s universal language. And Instagram, a visual member of the Facebook family of brands, is where people fluent in that language come together.

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Making an Impact: Measuring the Value of Facebook Video

People have a growing appetite for creating, posting and interacting with video online, especially on mobile. Facebook, for instance, averages more than 3 billion video views per day—more than 65% of which happen on mobile. With just the swipe of a thumb, people have not only the power to control what content and advertising they view but also the power to decide how much attention they pay to that content. This environment of on-demand video consumption on mobile is compelling marketers to create impactful videos that deliver value. While the paradigm of content consumption has changed, marketers’ objectives have not.

As a step to better understand if video ads are changing people’s brand perceptions and purchase behaviors, the Facebook Marketing Science team commissioned Nielsen to analyze how Facebook video ads move brand metrics (Ad Recall, Brand Awareness and Purchase Consideration) in its BrandEffect database. What we learned is that every part of a video view—from initial impression to a complete view and everything in between—drives value.

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Connecting with Mothers When It Matters Most

Brands that understand the changes in people’s lives have an opportunity to not just reach people but to really connect with them. While marketers so often categorize people based on fixed traits, like demographics or lifetime value, the truth is that people’s needs and behavior are not fixed—they shift over time. Audience segmentation can be a source of inspiration for marketers focused on connecting to the people who matter the most.

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Creative Combinations That Work

Traditionally, marketers have leveraged print ads to prime consumers or primetime TV spots to remind consumers of a brand’s message. But the success of a campaign ultimately hinges on using the right creative in the right sequence to achieve the best results, whether the metrics for success are driving consumer action or brand awareness. Read more

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The Big Gathering XLIX

The Big Game is much more than just a game—it’s a national holiday that brings us together.

Over 65 million people joined the conversation about Big Game XLIX  on Facebook worldwide.1 In total, they generated 265 million posts, comments and likes.1

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FOBO is the new FOMO

FOBO is the new FOMO

FOBO is the new FOMO

As teens go, Marcus, 16, is pretty typical. Like many his age around the world, the São Paulo native likes hanging out with friends, shopping at the mall and watching football on TV. But there’s something else he has in common with many of his peers in other countries. Read more