Aerial view of a person's belongings for an upcoming trip

Facebook Travel Summit 2017: Adapting to the Speed of People

With one of our largest clients being in the travel space, iProspect was invited to attend Facebook’s Travel Summit this week in their NYC office. The event, “Journeys Happen Here”, was packed with insightful and actionable content for not only travel marketers, but relatable to any brand, in any vertical, now advertising on Facebook and Instagram. Below we’ve highlighted a few key takeaways from the event.

Build Creative for the Speed of the Feed

Facebook reported that video accounts for about 50% of all mobile data traffic, and by 2021, it will account for more than 70% of all mobile data traffic. There is now 100 million hours of video viewed on Facebook per day, on average. Even with all this content to ingest, people need less time to process a thought (reduced from .3 to .03 seconds). With this extra time, Facebook users are thumbing through 300 feet of content per day on average in their News Feed. That’s equivalent to the height of the Statue of Liberty!

So how do you handle this as a marketer? The first step is to know who your brand is, who your consumer is, and what they’re talking about right now. The emphasis on mobile, feed and context, layered with the fact that people are moving faster, consuming content faster, has led Facebook to conclude that we need to adapt to the speed of people and build creative for the speed of the Feed. 

Here are a few helpful tips when developing your creative:

  • Branding should be included in first 3-5 seconds, but it doesn’t need to just be a logo overlay. Get creative in thinking about the ways to include the branding in the motion – on a sign, uniform, vehicle, etc.
  • Beyond just the branding, a consumer should be able to watch a video for 1 second and be able to understand and walk away with the key message.
  • When leveraging LIVE, consider shooting from the first person point of view and incorporating the comments in real time so viewers can be part of the narrative.
  • There’s no need to create brand new social-only creative, but instead, creatively rearrange existing assets, or shoot variations that can be edited later to fit various formats.
  • Respect the space and mindset that the consumer is in before inserting the brand in to the experience. Consider whether the content is lean-in or lean-back, attention span, desired format of delivery and length or detail of the content.
  • Showcase the various elements of the brand’s products or services. In travel, consider creative executions that highlight a mix of dine, stay, spa, sport, explore, relax, indulge.

Create a Full-Funnel Approach

At iProspect, we’ve seen that Paid Social, particularly on Facebook and Instagram, is an incredibly effective and an efficient means of prospecting – both in fueling retargeting pools and in adding new-to-file consumers to a client’s CRM database. Often times, we even see these audiences convert right away. And that’s the point – the full suite of products, with the right creative, allow advertisers to reach the right people where they are in their journey, and give them options. Social is uniquely positioned not just to prospect in an effective way, but to provide options to consumers to take whichever next step is right for them, all within the same ad unit.

Running ads on optimized placement across Facebook and Instagram also provides the ability to truly sequentially message. Communication flows can be built and targeted only to those who viewed certain content and did (or did not) take certain subsequent actions. This is a more positive user experience and leads to higher performance on business objectives.

Play Before You Pay 

In our offices, we often talk about Facebook’s approach to monetization, which tends to focus first on organic release and consumer observation, followed by monetization and the insertion of ads. We feel the same way about brands’ adoption of new products. It’s important to figure out what works for the brand and establish brand-specific best practices. Don’t try to test everything at once; variables need to be isolated to eliminate confounding results and ensure statistically significant findings.

Keep It Simple

The volume of sophisticated ad products and level of granularity available in targeting tempts many of us to create highly sophisticated, but also very complicated, campaigns. Although campaign granularity and rigor is a huge part of our approach to many of our paid media channels, including social, it’s always good to take into account scale and efficiency. Facebook and Instagram also have algorithms that allow for certain elements of the campaign to optimize automatically, so it’s good to take advantage of that too.

A big thank you to Facebook for including us and hope you found these takeaways helpful, no matter which vertical you’re working in.