Page 24 - AeM_January_2019

BEST PRACTICES & STRATEGIES

Social media channels you should

invest in this year

We are surfing, chatting, posting and commenting targeted and anonymous way. This option includes all
virtually on a regular basis: in fact, the amount of time data posted on Facebook - likes, sign ups, affiliation
users spend daily on social networks like Facebook, with certain groups, etc. thanks to clustering
Instagram and Co. is growing faster than the rest of capabilities such as Website Custom Audience and
online usage. Around 60% of people visit social media Lookalike Audience. For example, the social network
every day, one third of them even 5 times a day, proving allows existing customers to be specifically
that social media marketing can achieve a high reach. differentiated from new customers.
But what do social media channels really accomplish for
marketing? Meanwhile, Facebook has even become an established
shopping channel, mainly because of Facebook
Well, users no longer just get new inspirations from the Stories, which were recently launched. Through
networks but are increasingly encouraged to act instead. authentic moving images, Facebook Stories intensify
The direct bridging of a social media app with just one the user's interest in a particular product. According to
click to a company page, e.g. an online shop, is now a a study by Facebook IQ and Ipsos, 62% of respondents
common means. Simplification is the key driver of the are more interested in a brand or product after seeing it
movement: users no longer need to enter the name of in a Story; 56% have then visited the site for more
the brand in their Internet browser and then go through information, 38% have told someone about a product in
products on the websites the Story, and 34% have finally bought the product in
the store. Conversely, slightly more than half of users
Since brands have more and more channels available to (51%) expect companies to have clear messages and
run performance campaigns, it is the more important to discounts in their Stories, 44% expect them to
analyze which social media channels are worth investing introduce new products, and 45% to give tips and
in: advice.

The channel for performance marketing - Social media marketing campaigns have been driven
Facebook by a single platform since the introduction of new
performance channels. The Facebook Business
Especially for performance marketing, Facebook is a Manager allows companies and their brands to post
suitable channel for advertisers due to its user and upload ads on Facebook and Instagram in various
segmentation as well as ability to address users in a formats - as Stories, Marketplace or Posts - and to

24 January 2019 - Digital Business Trends Predictions