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Insights from Facebook’s Inside Beauty Event

Last week I was lucky enough to be invited to Facebook in London for one of their events. I am under a strict NDA on certain things so I’ll share what I can! Although this event was specific to the beauty industry, the majority of what was shared can apply to the majority of industries.

Creative – what makes you stand out?

The hay day of Facebook Ads are over. With more and more companies advertising on the platform, you need to stand out against the crowd. Facebook are more likely to show good creatives to your target audience, if a competitor has better creatives than you, then they are going to do better! The question is, what makes a good creative? As the saying goes: “People don’t read, they scan.” If the image is intriguing, there is a high chance that customers will stop for at least a second and read the copy on your ad.

  • Video – Facebook are really pushing video for their platform. Facebook video ads receive 10 to 30 percent more views!
  • Instagram Stories – Tailor your creative for instagram stories – this is still an under utilised ad so make the most out of it
  • Mobile First – Are your creatives optimised for mobile? 96% of Facebook users access it on a mobile, so check what your creative looks like on mobile
  • Use different types of creative – Video, carousel ads, slideshows, gifs, static images – test different types of creative
  • No to stock images – Don’t use stock images, remember, people are not on Facebook to buy, make your ads look organic and flow with the rest of your content

Your Facebook Ad copy is as important as striking visuals, so do not disregard compelling copy when creating an ad. People on Facebook and Instagram scan news feeds quickly, with a short attention span, so ad copy that’s short and sweet is key. Only 3 lines of text show in a mobile ad, try not to go over this. Great Facebook Ad copy can boost your ad’s success by a huge margin, especially when it aligns well with your visual. Here are our tips on writing compelling copy:

  • Keep it short and on point
  • Keep your message straightforward
  • Use relevant emojis depending on the message
  • Design your copy keeping your audience in mind. What’s that one important message or a benefit you would like to highlight?
  • Ensure your ad copy goes with your visual
  • Use simple language that is easy to understand

Micro Influencers 

There was a lot of talk about influencers, there’s been numerous articles about the bubble bursting for influencers but beauty brands are finding that micro influencers (people with 50k followers and under) are the most successful for this main reason:

  1. TRUST

Consumers are trusting smaller influencers when it comes to product reviews, consumers are starting to move away from celeb based purchasing behaviour toward the smaller influencers who they feel more close to, who understand their needs and concerns. For beauty shoppers and many other industries, shoppers rely on influencers and reviews for product information. Influencers can work, it’s just about finding the right person for your brand.

Friction is your threat

I really liked the below slide.

Friction

Amazon has become a huge success, their customer service and next day delivery give consumers what they want. For years I have been buying a product from a company, the delivery takes 3-5 days and I saw they are now on Amazon, so I got the product I wanted off Amazon and it was with me the next day. I am loyal to the brand but I am not loyal to their website! Shoppers want speed, choice & convenience. Your brand needs to be fast, connected and reaching shoppers on their terms, on the go and where they want. Provide less friction for your consumers, the more friction you have (e.g. poor website, slow loading times, out of stock items, slow delivery, poor customer service), the less chance of success.

You need to be mobile optimised. NOW. You need the best website app and a friction free experience. It’s not seconds that count, it’s nano seconds that count.

We are offline online shoppers

Here’s some facts for you:

  • 60% of in-store shoppers are influenced by social media
  • 61% of 18-34 year olds swayed by influencers
  • 81% of consumers purchased based on social posts
  • Omni channel customers have a 30% higher lifetime value

Consumers no longer have one path to purchase (as highlighted in Jaye’s blog here). They consume online and offline which has meant today’s customers want a borderless brand experience.

Omni-channel is the future of retailing. It’s what customers are demanding. Omni-channel marketing can be simply defined as when retailers use multiple channels to reach the customer to create a seamless, more holistic retail experience.

One brand who is winning omni-channel marketing is UGG. They sell their boots through company-owned physical stores, retail partners, an e-commerce site and a mobile app. With all of these options available to consumers, it’s a seamless shopping experience. Its offerings include buying online and picking in store; searching for in-store products online; loyalty points earned and redeemed across all channels; pricing consistency among channels; and three or more channels available for returns and customer service.

The race is being won by marketeers who embrace the omni-channel shopper.