By Adam Rosen, Paid Social Associate
Hot, sweltering temperatures mean one thing to marketers (other than Summer Fridays) — it’s time to start planning those big holiday campaigns. We attended a Facebook event in mid-July that featured a seminar around “Holiday Hacks,” hosted by Narain Jhangiani-Jashanmal, Facebook’s Manager of DR Product Marketing NA.
Here are six notable takeaways to help you create the most impactful holiday season ever.
- 2016 was the first year Facebook saw more mobile conversions (53%) than desktop conversions, an 8% increase from the previous year.
- The average iPhone user unlocks his/her phone 80+ times per day, changing the conversation from “I’m going shopping” to “I’m always shopping.” Mobile should no longer be perceived as a technology, but rather, as a consumer behavior.
- People convert 13% faster on mobile than desktop. Easier use and fewer steps, coupled with the fact that more shoppers are making purchases on their phones, means that mobile optimization is no longer a nicety. It is a necessity.
- In a survey of global shoppers, 40% said they use smartphones when shopping in-store during the holiday season. Among the most common reasons people use their phones while shopping in-store include to compare prices or products, take photos, read product reviews, and look for in-store discounts. A strong digital presence is therefore crucial, even when your customers are already in the building.
- 49% of people globally say Facebook is influential in their holiday shopping. 28% say Instagram is influential in their holiday shopping. Businesses should not undervalue the importance of putting out unique, engaging, visually-appealing content on both of these platforms throughout the holiday season.
- 65% of shoppers say they plan to shop after Christmas. With extra holiday cash in hand, many shoppers hit the stores in January, a potentially big month for retailers. Marketers should factor this into their plans when outlining their promotional calendars.
In sum, if your site isn’t already mobile-optimized, get that project greenlit now. If you own a retail store, finding ways to bridge the gap between online and in-store browsing and shopping will pay dividends. Take these two key steps on the commerce side, then build strong, compelling social creative, and you are looking at a very happy holiday indeed.
If you need to add some jingle to your holiday marketing on social, contact us!