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.
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.
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.
The path to purchase for mobile devices and carriers is entering its next era. As many mobile markets reach saturation, people are buying new devices out of desire rather than necessity. As the latest devices are announced throughout the year, many people are considering their options on an ongoing basis.
To help manufacturers and carriers better connect with the people who matter to them, Facebook recently partnered with GfK to explore how the path to purchase has changed and what those shifts mean for the mobile category.
The US Asian American1 community represents a diversity of languages, cultures and countries. While each culture within the Asian American audience is distinct, there are commonalities in how this active online audience uses digital media to be expressive.
The biggest night in Hollywood was bigger than ever on Facebook this year. As 21 million people worldwide—86% more than last year—chatted about the Oscars on Facebook, they generated a record 58 million posts, likes and comments on the day of the show. Read more
Mother’s Day is always on the move. This year it will take place on March 15 in the UK; on May 10 in Australia, Singapore and the US; and on May 31 in France and Sweden. Next year those dates will change—but it’s not just about the dates. The way we celebrate Mother’s Day may be the most significant shift of all. Read more
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
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
It’s the biggest night in Hollywood: Between the Red Carpet snafus, the star-studded performances, the stirring acceptance speeches and the late-night spoofs, there are always a few epic moments that end up stealing the show.