With one of our largest clients being in the travel space, iProspect was invited to attend Facebook’s Travel Summit this week in their NYC office. The event, “Journeys Happen Here”, was packed with insightful and actionable content for not only travel marketers, but relatable to any brand, in any vertical, now advertising on Facebook and Instagram. Below we’ve highlighted a few key takeaways from the event.
Build Creative for the Speed of the Feed
Facebook reported that video accounts for about 50% of all mobile data traffic, and by 2021, it will account for more than 70% of all mobile data traffic. There is now 100 million hours of video viewed on Facebook per day, on average. Even with all this content to ingest, people need less time to process a thought (reduced from .3 to .03 seconds). With this extra time, Facebook users are thumbing through 300 feet of content per day on average in their News Feed. That’s equivalent to the height of the Statue of Liberty!
So how do you handle this as a marketer? The first step is to know who your brand is, who your consumer is, and what they’re talking about right now. The emphasis on mobile, feed and context, layered with the fact that people are moving faster, consuming content faster, has led Facebook to conclude that we need to adapt to the speed of people and build creative for the speed of the Feed.
Here are a few helpful tips when developing your creative:
- Branding should be included in first 3-5 seconds, but it doesn’t need to just be a logo overlay. Get creative in thinking about the ways to include the branding in the motion – on a sign, uniform, vehicle, etc
- Beyond just the branding, a consumer should be able to watch a video for 1 second and be able to understand and walk away with the key message.
