Facebook urges retailers to engage over Christmas-New Year
Revealing data about how Hongkongers use Facebook over the Christmas-New Year holiday season, the social media giant is urging retailers and marketers to connect with the people that matter during the holidays.
Facebook says mobile will make this holiday season different from previous ones as visual experience takes centre stage. As Facebook’s data reveals, 77 per cent of videos posted by Hong Kong users during the holidays are via mobile and 28 per cent more mobile content is created during Christmas and New Year than any other holidays.
Currently, over 91 per cent of Hong Kong users access Facebook on mobile. As of the third quarter of 2015, there are 3.1 million mobile daily active users of the 3.4 million active daily Facebook users in Hong Kong.
With Hong Kong people sharing their holiday moments, uploads peak during Christmas and New Year.
Christmas Day is the busiest day on Facebook as 54 per cent more mobile content is created on average, and 36 per cent more during Christmas Eve. On New Year’s Eve, 47 per cent more mobile content is created, and 45 per cent more during New Year’s Day.
The social media giant suggests three ways for brands and marketers to connect with the people that matter during the holidays:
Drive brand momentum during Christmas – Build brand affinity by using video or carousel ads with emotionally relevant messages. Leverage reach and frequency to buy guaranteed audience and avoid wasted impressions.
Maximise sales during the festive season – Engage with targeted creative and drive purchases online, in store or on mobile apps using carousel link ads. Optimise for CPM to reach a wide audience, or target specific customers using Custom Audiences.
Keep customers engaged after Christmas – Hong Kong people continue to shop into the New Year. Identify recent purchases and customers who didn’t convert, or find new ones.