Facebook Gather
In January 2018, I had the privilege of attending Facebook Gather, an exclusive event in Brussels where 250 delegates from across Europe came together to share best practices. Held at the architecturally impressive Cube, the event featured renowned speakers, including Facebook’s Chief Operating Officer, Sheryl Sandberg, who discussed efforts to combat fake news and terrorist activity on the platform. The EU Commissioner for Digital Economy and Society, Mariya Gabriel, provided insights into Digital Single Market opportunities for SMEs, while the dynamic Peter Hinssen from Nexxworks delivered an electrifying talk entitled The Day After Tomorrow. If you ever get the chance to hear Peter speak, I highly recommend it—be prepared for a fast-paced session that leaves you reeling with ideas!
What Was Discussed at Facebook Gather?
The two-day event was packed with workshops, masterclasses and discussions covering a wide range of topics. We also gained valuable insights into how Facebook is addressing GDPR compliance, a concern for many businesses as new data protection regulations loomed.
Highlights and Key Insights
Summarising two days of non-stop learning isn’t easy, but I’ve compiled some of the most impactful takeaways:
Get Straight to the Point
Marketing posts need to grab attention immediately. Whether through a strong visual hook, compelling wording or a benefit that’s highlighted within the first two seconds of a video, your content has only moments to make users stop scrolling.
Design for Mobile First
Mobile isn’t just a channel; it’s the channel. With data fees decreasing and smartphone technology advancing, mobile has become the primary way users access the internet. Your marketing strategy should prioritise mobile design.
Deliver Your Message in 3 Seconds
Remember the old saying that you had three seconds to make an impression when cold calling? The same applies to online marketing today. Users now expect your full message to be conveyed within just three seconds.
Engagement Is Higher on Mobile
Mobile users consume content 41% faster than desktop users, with individuals checking their phones up to 80 times a day. This represents an unparalleled opportunity for marketers to engage their audiences more effectively.
Community Building Is Essential
If your brand isn’t yet a household name, focus on building a community. Utilise Facebook Groups to cultivate a loyal following and foster a sense of belonging among your customers.
Embrace Video Content
In the UK, people spend up to five times longer viewing videos compared to static posts. Importantly, video production doesn’t need to break the bank—apps like Ripl and Boomerang can help create engaging, budget-friendly moving content.
Shift to Messaging
A striking 64% of consumers would rather message a business than call or email. Major companies, like Sky, are already utilising Facebook Messenger as a customer service tool. I recently used this feature myself and was impressed by how effortlessly my issue was resolved. Messaging offers a streamlined, convenient way to interact with customers, so consider exploring options like WhatsApp for Business.
Explore Messenger Ads
Facebook Messenger ads offer a new avenue for targeted communication. There are two main types: direct messages and ads within the Messenger feed. Both options present unique opportunities to engage existing clients with personalised offers or reach new markets. The potential for highly targeted campaigns via Messenger is definitely worth exploring.
Convenience Over Price
An interesting behavioural shift was highlighted: 1.14 shoppers surveyed said they base their purchasing decisions on convenience rather than price. This means businesses need to focus on making their services as convenient as possible, whether through streamlined communication or simplified shopping experiences.
A Fun Aside: Oculus Rift
For those who know me, it won’t come as a surprise that I couldn’t resist trying out the Oculus Rift virtual reality headset during the networking session. The experience was so compelling that I’m currently building a business case for investing in this technology—it’s that good!
Facebook Gather – Final Thoughts
Facebook Gather was an eye-opening experience, reinforcing the importance of staying ahead in the ever-evolving digital marketing landscape. From prioritising mobile-friendly design to leveraging new ad formats, there’s plenty that businesses of all sizes can take away from these insights.
If you’d like assistance in applying these best practices or any other aspect of your digital marketing strategy, contact The Last Hurdle on 01604 654545 or email hello@thelasthurdle.co.uk.
