The social network’s insights arm pointed to the shift from the “rigid 15-, 30- and 60-second frameworks” demanded by television ads to the types of sharing that occur via mobile devices, saying in its introduction:
People have always had these moments in their lives. But marketers never had the opportunity to take part—until mobile. Mobile has given us the opportunity to capitalize on these very important, highly personal and uniquely relevant moments. It has never been easier to find the right people or the right moments.
In the time it takes us to take a breath, there are 1 million moments of mobile discovery happening on Facebook and Instagram—that’s well over 20 trillion moments of mobile discovery each year. On the surface, some of these moments may feel ordinary. But dig deeper, and they belie extraordinary insights.
Facebook IQ also offered up the following examples:
Take the moment experienced by many new parents, for instance: the up-in-the-middle-of-the-night-when-you’re-feeding-or-rocking-your-baby-back-to-sleep moment. Through our research, we found that new parents in the U.S. are active on Facebook in the wee hours, with their first mobile sessions of the day starting as early as 4 a.m. and peaking at 7 a.m. We also found that new parents in the U.S. overindex 1.5 times on mobile versus non-parents. With a baby in their arms and a phone in their hands, mobile is new parents’ connection to the wider world and a medium they can readily consume.
Or take the moment when people discover a new TV show. We found that, for many people in the U.S., that moment of discovery is now happening online. This is especially true for millennials, three in five of whom go online to discover new TV shows. What that means is they are no longer discovering entertainment content solely on the screens where they consume it. And Facebook is playing a part in that, with two-thirds of adults saying that they discover TV shows on Facebook.
Then there are seasonal moments like summer, which is about to officially begin in the U.S. Our research found that people’s No. 1 summer association is “relaxation,” yet they say that their No. 1 goal for summer is to get in shape. Summer hashtags related to #fitness on Instagram highlight people’s #motivation to #exercise, #eatclean and make #healthychoices. As people unwind by taking advantage of the many activities that summer has to offer, expect to see the rise of “relaction”—relaxing through action.
Finally, Facebook IQ offered the following takeaways for marketers:
- Be personal: Thanks to mobile, people are connecting around millions of personal moments every day—from wedding announcements to birth announcements, from birthdays to beach days and from training for a marathon to watching a TV marathon. By understanding more about moments that matter to people, brands can deliver highly creative, personally relevant experiences that matter more to their consumers.
- Be precise: Thanks also to mobile, people are creating and consuming many little moments in rapid-fire succession. To resonate and stand out among the multitude of moments, brands need to be precise in their messaging and targeting—delivering the right creative to the right person at the right moment, like byte-sized, image-heavy content that delights a new mom rocking her baby back to sleep in the middle of the night or encourages millennials to go out or chill out in summer.
- Be persistent: People are sharing—and sharing in—their own and each other’s moments every day and everywhere, especially on mobile. As moments play out on the device that is omnipresent in people’s lives, brands need to establish a persistent mobile strategy. By being personal, precise and persistent, marketers can leverage these ordinary moments to make their brands extraordinary.
Readers: What did you think of Facebook IQ’s findings?