2020 Facebook Holiday Guide Takeaways
September 11, 2020
Tags: advertise on facebook, digital marketing, digital marketing agency, facebook, Facebook Advertising,
Facebook just released their 2020 Holiday Package which showcases their insights, solutions, and inspirations. It takes into account highlights and trends from Facebook IQ around shopping behavior during the 2019 holiday season, consumer behavior in response to COVID-19 and observations from past economic downturns.
See below for a few of my favorite insights from the research.
Insight 1: Consider Facebook Messaging
Messaging offers a simple, instantaneous way to connect with businesses as well as with people. Last year, on average 55% of global holiday shoppers surveyed messaged a business. This trend has grown by 8% year on year from 2018 to 2019, with the largest growth coming from Boomers globally, where business messaging grew 37%. When businesses make it easy for people to connect, it can help drive consideration. In fact, an average of 40% of people surveyed globally said they were more likely to consider buying from a business if they could contact them via messaging.
Insight 2: Creative Inspiration
Make online shopping feel like real-life shopping. Provide clear information on online shopping, covering topics such as making safe online payments and delivery/returns policies. Brands can add shopping FAQs such as gift-wrapping advice, BOPIS (Buy Online, Pick Up in Store) instructions and personal shopping guides.
Best for: Grocery, Electronics, Beauty, Fashion, Luxury
Insight 3: Introduce AR Shopping
As well as using AR ads to enable people to try things on and visualize items in their homes, explore the AR effects that allow shoppers to hunt for seasonal treats and virtual toys. By moving the camera, people can add the hidden objects to their basket and be rewarded with a special discount.
Best for: Toys, Grocery, Fashion, Mega Sales Days
Insight 4: People are Open to Try New Things
Holiday has always been a time for people to try new things. On average, 64% of global seasonal shoppers surveyed said they explored new products during the festive period more than the rest of the year.
My personal favorite:
Insight 5: Reach New Audiences with Branded Content
Advertisers can run ads from the partner’s handle instead of their own and tell a brand story with an authentic voice. Branded content posts appear as your Page with a brand’s Page and a Paid Partnership label is applied to the post in gray.
See more details here: https://www.facebook.com/business/help/1859041471004169?id=1912903575666924
Finally, here are three creative considerations for the 2020 holiday season:
1. Be true to your brand
2. Lead with empathy
3. Add value