The way we interact has changed as a result of the pandemic, whether due to reduced face-to-face interaction, increased online connection, working from home, virtual reality meetings, audio rooms, etc.
And while we are slowly returning to a level of normalcy, many of these trends will result in permanent changes, which brands must take into account in the way they communicate with their audiences and the processes through which users seek to connect. in this new state
That’s the focus of a new three-part investigative report from Meta, in which it sought to explore “how the demand for deeper human connection has brought about a profound reset in our relationships.”
The Meta Foresight (formerly Facebook IQ) team surveyed 36,000 adults in 12 markets.
Among their key findings:
- 72% of respondents said the pandemic made them reprioritize their closest friends
- Young people are more open to use more immersive technology to foster connections (including virtual and augmented reality)although all users indicated that technology will play a greater role in improving personal connections in the future
- 37% of people surveyed around the world reported that they re-evaluated their life priorities as a result of the pandemic
Meta says these trends will also spill over into brand relationships, with consumers increasingly seeking deeper and more authentic connections with brands, which could offer new opportunities for community building and connection.
Some interesting trending notes: You can check out the first part of Meta’s ‘Reset Relationships’ report here, or take a look at the summary below.
Getting people to click on your promotion is one thing, but how you get them to take the next action is the real key to conversion, and your landing pages play a big role here, and you need to put them in order. to maximize your opportunities.
So how do you make sure you’re getting the most out of your landing page efforts and aligning with potential customers’ expectations when they make the first move?
That’s what Meta’s latest guide is all about, with Meta’s consumer growth consulting team partnering with Branding Brand to analyze 500 landing page experiences for key insights into what’s working, what’s not, and what’s wrong. makes people more inclined to continue along the purchase funnel
Although Meta calls them ‘landing pages’:
“HASBranding Brand’s metadata and user experience experts did some research and started classifying the different types. We found that it was much more accurate to refer to these as “landing pages,” since landing pages are just one type.”
Therefore, any reference in the report to “landing page” means “landing page” in a more common context.
The 33-page guide includes a variety of valuable information and notes, including key pain points and how to fix them:
Meta points out that the three key elements that landing pages must meet are:Speed’, ‘Answers to Common Questions’ and ‘Mobile Friendly Interfaces’, with a variety of ideas and tips on how to approach each within your approach.
The guide then explores the “Three Cs” of landing page effectiveness.
Each item includes a detailed breakdown, along with examples and notes on how you can update your approach based on user requirements.
There is also a helpful checklist item at the end of the guide, which provides directions on how to improve each item based on the Meta findings.
This is a really valuable overview, with a variety of important notes and items to keep in mind, with actionable notes like this one to help you improve your efforts.
Some of the tips may seem obvious, but others you may not have considered, and it’s worth taking the time to read through the recommendations to ensure you’re maximizing your opportunities with your landing or landing page results.
It’s worth taking a look at for all digital marketers.
You can download Meta’s complete ‘Stick the landing’ landing page optimization guide here.
Meta has published a new guide to help brands make the most of online communities that, unsurprisingly, focuses primarily on Facebook groups, but provides a variety of considerations and tips that will help in any initiative based on Facebook. community.
As Meta explains:
“Over the years, we’ve seen more and more brands and organizations find success leveraging digital communities using Meta technologies, whether it’s for customer service, product innovation, loyalty and engagement, customer acquisition or retention. That’s why we developed this playbook, to show why it’s important for organizations to invest in the community and share the best practices needed to be successful.”
The 39-page playbook is divided into 6 sections, looking at how to build a community, key community building resources, meta tools that can help, as well as case studies to highlight how some brands have already had success with these. approaches.
And there are some helpful notes and tips, including pointers to get you thinking about how to build a community:
Meta also features an ‘ROI Framework’ for communities, which categorizes different initiatives into specific goal pillars.
There are also summaries of the community goals:
Plus engagement tips to help you maximize your efforts:
Meta then provides an overview of how its various community tools can help further these goals, while the last section of the guide includes information on how Canva, Marriott, Cocokind, Claussen and Tonal have used their Facebook communities to improve connecting the community and driving business results.
It’s a good guide, with a variety of excellent notes and pointers to get you thinking about your own community approach.
And with engagement with Facebook’s top news feed on the decline, groups may well be a key element to consider in maximizing your efforts, while an engaged community member is also much more likely to become one. a paying customer, due to their affiliation with the brand. beyond the basic transaction.
Even if you’re sure you know your opportunities, it’s worth taking a look and considering your options.
You can download Meta’s full ‘Community for Brands’ playbook here.