[SMK] Social Media Knowledge


Facebook: Why Creativity matters on Mobile

Are you marketing on mobile and looking for some fresh inspiration?

A new study from Facebook could be the ticket to amping your on-the-go abilities.

Mobile mojo

The Facebook Marketing Science and Creative Shop teams joined forces to better understand the impact of mobile on viewing habits.

Over two years they analysed more than 2000 ads on Facebook and Instagram to see how users engaged with this content. Here’s what they found.

The long and winding road

Three quarters of smartphone users customise their home screen apps, while 60% of these apps are visual-first, based around video and photos.

Half of US adults admit to checking their phone more than 30 times per day, and most people spend 1.7 seconds on any given piece of content on mobile.

Facebook has 1.86 billion monthly mobile active users, while Instagram has 600 million.

Attention getters

Users are much more alert on mobile, as opposed to TV. Facebook found people can recall News Feed content after just 0.25 second of looking at a post. And they're watching a lot of video.

Currently 67% of all videos watched on smartphones globally were under 10 minutes, while one third of viewers are now watching longer videos on mobile.

Watch this space

Video on mobile is evolving, as many users view videos with sound off. Facebook saw video ads requiring sound drop from 35% in Q1 2016, to 29% in the following quarter.

Yet there's still plenty of room for improvement. Of 8000 video ads analysed, only 22% could be understood in the first 10 seconds without sound.

Do you create bespoke content for mobile? Let us know what works in the Comments.

To find out more visit insights.fb.com.

Learn with SMK through May

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May's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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