Consumers in places like Utah are often concerned about how much influence social media exerts on their lives. Even more disconcerting can be the information marketers are able to gather from users’ online habits. Facebook knows everything: from what time you wake up in the morning to what sort of music you listen to in the car.
This new level of connectivity isn’t necessarily dangerous for consumers, and it’s hugely valuable for businesses trying to hone targeted video production or marketing. Using insights from social media, businesses can present consumers with exactly the right content at exactly the right time, resulting in unprecedented marketing efficiency.
This month Facebook released a white paper outlining some of the insights it has gathered over the past eleven years. The level of detail is breathtaking. Data specialists have analyzed billions of interactions and made specific generalizations about users’ habits and idiosyncrasies.
The white paper breaks these insights down into “moments.” Some moments happen every day, like feeding babies, discovering new interests and chatting with friends. Others only happen once a year of once in a lifetime. All of these moments present marketers with unique opportunities to reach consumers.
As an example, 60 percent of weddings take place in the summer or fall. The average engagement lasts 15 months, (sometimes much shorter in Utah). When a man gets engaged, his interest in personal finance increases dramatically, usually peaking around 5 months before the wedding. For a video production company or financial advisor in Utah, this information is a gold mine.
If the video production firm understands these statistics, they can market to engaged men at precisely the time they are looking for a wedding photographer. A jeweler could interact with him at precisely the time he was pricing different wedding rings.
A quick look at the data would show that new parents access Facebook when feeding their children. They also tend to log on much earlier than non-parents and continue interacting throughout the day in short, scattered moments.
Facebook recommends that brands create “snackable” content to reach them in these moments. Short, visually rich articles or videos generate high levels of interaction and can help companies in Utah sell everything from video production to diapers.
Facebook knows a lot about its users, but that’s in no way a bad thing. As the world becomes more connected, consumers relationships with brands will only become more intimate. The insights in the newly released white paper are an exciting vision of marketing’s personalized future.
Tanner Wadsworth writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter
This new level of connectivity isn’t necessarily dangerous for consumers, and it’s hugely valuable for businesses trying to hone targeted video production or marketing. Using insights from social media, businesses can present consumers with exactly the right content at exactly the right time, resulting in unprecedented marketing efficiency.
This month Facebook released a white paper outlining some of the insights it has gathered over the past eleven years. The level of detail is breathtaking. Data specialists have analyzed billions of interactions and made specific generalizations about users’ habits and idiosyncrasies.
The white paper breaks these insights down into “moments.” Some moments happen every day, like feeding babies, discovering new interests and chatting with friends. Others only happen once a year of once in a lifetime. All of these moments present marketers with unique opportunities to reach consumers.
As an example, 60 percent of weddings take place in the summer or fall. The average engagement lasts 15 months, (sometimes much shorter in Utah). When a man gets engaged, his interest in personal finance increases dramatically, usually peaking around 5 months before the wedding. For a video production company or financial advisor in Utah, this information is a gold mine.
If the video production firm understands these statistics, they can market to engaged men at precisely the time they are looking for a wedding photographer. A jeweler could interact with him at precisely the time he was pricing different wedding rings.
A quick look at the data would show that new parents access Facebook when feeding their children. They also tend to log on much earlier than non-parents and continue interacting throughout the day in short, scattered moments.
Facebook recommends that brands create “snackable” content to reach them in these moments. Short, visually rich articles or videos generate high levels of interaction and can help companies in Utah sell everything from video production to diapers.
Facebook knows a lot about its users, but that’s in no way a bad thing. As the world becomes more connected, consumers relationships with brands will only become more intimate. The insights in the newly released white paper are an exciting vision of marketing’s personalized future.
Tanner Wadsworth writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter