As we entered the room at META HQ, we eagerly sat down, excited to learn!
The day was a whirlwind of META insights, with three informative talks separated by short breaks to allow us to reflect on the knowledge shared. At the end of the day, we were treated to a Q&A session with top account managers who gave us a unique glimpse into their perspectives.
Talk 1 | AI & Automation
AI is literally taking over everywhere, and that includes META!
Q4 is the biggest quarter of the year, so planning for this is key and we were provided with all the top tips on how to get the most out of our campaigns during this period (as well as how AI can play a part!)
Knowing your audience is key, especially over the holiday period as people’s buying habits change. People are starting to purchase their gifts earlier each year, with November now being the big month for this.
Automation can help marketers get the right motivation to the right person at the right time. So what are some of the common motivations for holiday purchases?
- Price
- Product Quality
- Discount Offers
- Free Shipping &
- Customer Reviews
The above factors shouldn’t come as a surprise, these should be considered all year round for your customers. However, especially during Q4, it’s essential to put your customers first to help capitalise on this season. As this can lead to increased sales whilst strengthening customer loyalty.
Top Tips For Budget Planning During Q4
- Pre-peak is key for early buyers & fueling intent
- Cyber 5 proved to be efficient for advertisers
- Advertisers found to more opportunity in Q5
There Are 2 Key Periods Which Need To Be Considered During Q4
- Firstly ‘Consideration Fortnight’ – this is the period across early November when traffic peaks earlier than conversion. Resulting in 2.5x increase in landing page view events.
- Secondly ‘Forgotten Friday’ – the Friday before peak is the biggest day of the year for conversions across the entire year outside of peak.
Talk 2 | Creative
In today’s fast-paced digital world, capturing the attention of your target audience is more important than ever. One of the most effective ways to do this is through short-form video advertising. Platforms like Reels and TikTok have exploded in popularity, demonstrating the power of engaging, bite-sized content.
Why Short-Form Video?
Increased Efficiency: By diversifying your ad formats, you can improve your campaign’s overall efficiency by up to 32%.
Expanded Reach: Short-form video can help you reach a wider audience, potentially increasing your reach by 9%.
Creating A Standout Reel: To craft a reel that truly resonates with your viewers, consider these key elements:
- Entertainment: Make your reel fun and engaging. Use humour, surprises, or valuable information to keep your audience hooked.
- Digestibility: Keep it short and sweet. Remember, viewers have short attention spans, so get to the point quickly.
- Relatability: Connect with your audience on a personal level. Use stories, anecdotes, or relatable scenarios to make your reel more memorable.
The Hook: The First Two Seconds
The most crucial aspect of a successful reel is the opening!
You have just a few seconds to grab your viewers’ attention before they scroll away. Make those seconds count by starting with something captivating, such as a surprising fact, a thought-provoking question, or a visually striking image.
By following these tips, you can create short-form video ads that not only engage your audience but also drive results. So, what are you waiting for? Start reeling them in!
Talk 3 | Measurement
Measuring Up: The Key to Marketing Success
In the ever-evolving world of marketing, measurement is more than just a metric; it’s the cornerstone of effective performance.
Did you know? Leading organisations that invest in improved measurement capabilities are 44% more likely to exceed revenue goals compared to low maturity companies.
The Power of Experimentation
Experimentation is a strategic tool that can drive significant business growth. By testing new ideas and approaches, you can:
- Prove: Challenge existing assumptions and uncover innovative strategies.
- Improve: Optimize the performance of your media channels.
- Compare: Allocate your media budget more effectively across different channels.
A Six-Step Guide to Experimental Success
Ready to unleash the power of experimentation? Follow these six steps:
- Define Success: Clearly outline your desired outcomes and how you’ll measure them.
- Create Hypothesis & Assess Opportunity: Formulate hypotheses based on your goals and evaluate the potential impact of your experiments.
- Design Experiment: Develop a well-structured experiment that isolates variables and provides actionable insights.
- Get Commitment From Stakeholders: Gain support from key decision-makers to ensure the experiment is executed effectively.
- Run Test(s): Conduct your experiment(s) and collect relevant data.
- Take Action: Analyse the results and make data-driven decisions. Scale successful experiments and learn from failures.
The Bottom Line
By prioritising measurement and embracing experimentation, you can unlock the full potential of your marketing efforts. Remember, data-driven insights are the key to driving sustainable growth and staying ahead of the competition!
Experimentation has many advantages including competitive advantage and value! It can help to grow your business by:
- Prove: grow by changing perspectives and opening new strategies.
- Improve: grow by improving a media channels effectiveness.
- Compare: grow by improving allocation of media budgets across channels.
For experimental success, follow these 6 steps:
- Define Success
- Create Hypothesis & Assess Opportunity
- Design Experiment
- Get Commitment from Stakeholders
- Run Test(s)
- Take Action: Scale or Fail
What A Day!
At the end of the day we were given the opportunity to talk to other individuals who work for META, allowing us to share insights from our own experiences.
What a day at META HQ – so much knowledge to take home and share with our clients!
