Digital takeover @ Social Media Week

By Rebecca Parry

21st September 2017

The Eulogy digital team pretty much lived at Social Media Week last week, soaking up the conference’s best social media ideas, innovations and insights.

Pinterest is back. And with it, it has brought some key tips for brands to maximize their advertising results on the platform, including tips on how to turn inspiration into action.

Facebook is continuing to provide more knowledge on targeting capabilities and audience insight so that brands can tailor content and reach a specific target market.

With these two platforms dominating the conversation, we’ve taken a deep-dive into their Social Media Week insights.

 

Facebook

How you should target your content

Content should be created for one of the following three mindsets, to engage users:

On-the-go.
This is the mode we’re in for about 70% of our day*. If brands want to target this mode, they must create immediate content that viewers can instantly access and digest. For example, short form video which is 3-8 seconds in length.

Lean forward.
This is the mode we’re in for about 20% of our day*. Creating interactive content that gives the viewer a sense of involvement, such as gamification or Carousels, is essential when targeting this segment.

Lean back.
This is the mode we’re in for about 10% of our day*. This is the time where immersive content, such as Facebook Canvas and Messenger Bots, that make viewers feel surrounded, will cut through.

*estimation based on Facebook research

 

There’s no such thing as a captive audience

There’s no room for boring, un-engaging content on Facebook or any social channel. Today’s socially active audiences are impatient and thus it takes something out of the ordinary to stop them in their ‘thumb flicking’ tracks. The following stats highlight just how important it is to create standout social posts:

  • We take 0.03 seconds to process a thought.
  • We take 0.013 seconds to process an image.
  • We thumb through 300ft of content each day.

 

Pinterest

50% of pinners don’t know they are looking at branded content on the platform. As there are 2 million global searches per month on Pinterest, there is huge scope for the right brands to utilise this market and drive results.

Two key tips for brands on Pinterest:

  • Arrive early; if your brand wants to talk about festivals, your content must be live by latest April. Pinners typically plan 3 months ahead of a main event so it’s important to be organised and get content live within these timeframes.
  • Everything is about trends and audience interest; brands need to use trends to their advantage to do well on Pinterest. Cheetos are a great example, as the brand recently delivered a successful campaign that used search data to ensure relevant ads were served to users. For example, when pinners were searching for boots, the snack brand would serve an ad with an image of a boot shaped Cheeto.

How to turn inspiration into action

Inspire, Discover, Evaluate, Act.

Consumers must be inspired for them to get to the discovery stage; thus, allowing them to evaluate the content before being able to act.

Visual technology:

Visual technology is becoming ever more important as brands continually look to tap into this space. Current Pinterest features that utilise visual technology include:

  • Instant ideas: this is a white circle that appears on pins and allows users to fuel personal discovery by enabling them to reshape their feed according to their interests.
  • Visual search: this is a feature that make images ‘actionable’, allowing users to identify items like the picture they are currently viewing.
  • Lens: similar to visual search, Lens lets users find items in ‘real-time’ using a device’s camera.

Good ideas:

Ideas should not only inspire users, but be visually attractive and actionable too. Brands using Pinterest need to capture the user’s attention in an innovative way and include a call to action. Examples of brands that have done this well are HP, which created images that could be printed and turned into posters and Burberry, which created a quiz with personalised boards.

Measurement:

Clicks don’t necessarily equate to conversions or sales. 90% of purchases still happen in-store, which means that fair post measurement is tricky. Businesses must move beyond the last click and bridge online actions with offline sales.