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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Southeast Asians Emerge on Digital

It’s Saturday morning in Singapore. A group of Millennials post photos of their brunch on Instagram, joking about which hashtags to use. In Manila, a father reads an article in News Feed about his favorite actor. And in Bangkok, a recently engaged woman sits in a coffee shop with her tablet, browsing her favorite blogshops for the latest wedding fashion trends.

Across the diverse countries and cultures, one thing unites all of these people: the role of digital in their daily lives. Southeast Asia is a region where connectivity is never guaranteed and where data and devices can be costly. But as smartphones become more affordable, WiFi is installed in more homes and businesses and more people log on more often, digital is transforming many people’s way of life.

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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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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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Growing Up Visual World Instagram Hero

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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Facebook IQ Video Value Hero

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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Facebook IQ Easter hero

Celebrating Easter Together

Easter is a time to share and celebrate with friends and family. And mobile is allowing people to share and share in the celebrations more widely and instantaneously than ever.

We conducted a poll and studied Easter-related conversation in 9 countries across 5 continents to learn about people’s holiday festivities. We found that when people in Latin America and the Philippines talk about Easter, the religious aspects of the day dominate the conversation. And in Australia, Canada and the US, Easter is a social holiday often fueled by chocolate and candy.

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