Facebook published some tips for retailers looking to boost sales this holiday season. It’s one of the busiest times of year, and for the first time ever, people have spent more time per day consuming digital media than any other media. This can be attributed to the rapid adoption of mobile devices, which leads us to the social network’s first tip: go mobile.
In the U.S. alone, more than 100 million people access Facebook from mobile every day. The thing is, they’re not just logging in once a day; on average, people in the U.S. check their Facebook mobile apps 14 times daily. To help businesses capitalize on this, the company is stressing the importance of optimizing for the mobile News Feed.
For example, posts that feature large, vibrant images generally have much higher levels of engagement than text-only posts. Compelling videos can be even more engaging — a 30-second video can be a great diversion while waiting in long lines at the store.
Facebook also recommends using mobile app ads. This year, thousands of businesses used Facebook mobile app ads to drive more than 145 million installs from Apple’s App Store and Google Play. Going beyond discovery, mobile app ads can help drive engagement and conversions.
Retailers can use the mobile ad unit to notify existing customers of a holiday sale or promotion. A music app can attract new listeners with a holiday-themed playlist. Gaming apps can bring existing players to updated levels. You can also use your own contact lists to reach customers with targeted ads through Custom Audiences.
According to Facebook, thousands of advertisers, including more than half of the AdAge 100, already use Custom Audiences in their campaigns. Between Q2 and Q3 2013, there’s been an almost 75 percent increase in the number of marketers using the tool.
During the holiday season, Custom Audiences can help businesses promote sales or offers on Facebook with existing customers likely to be interested in a good deal, or you can acquire new customers by excluding existing ones from select marketing campaigns.
Whatever your goal this holiday season, make sure that you have a mobile strategy in place, and not just for Facebook. Mobile adoption has been picking up across social networks, and now that everyone is on the go (traveling, shopping, and so on) it’s time to act.
[Image credit: Ed Yourdon]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.