New Facebook Guide on Targeting Key Moments

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Facebook Releases New Guide on Reaching Your Audience at Key Moments
by Andrew Hutchinson, SocialMediaToday.com
June 12, 2019

The basis of Facebook's report - which you can download here (PDF format) - is that due to modern apps and tools, its not just the major events people now celebrate, but smaller events, and even within each event, you're now able to target your marketing campaigns more specifically to reach your target audience, and appeal to their likely perspective on each. It's the latest update in Facebook's 'Moments that Matter' push, which has been part of Facebook Business team's focus for the past couple of years. This new report provides an overview of these more specific audience-celebrations and events - here are some of the key highlights.

First off, Facebook provides an overview of how it defines the key moments it's focusing on, separating important events into their own categories.
fb_moments_report1.png
Each of these moments has its own opportunities for brand connection - if you're attuned to what your audience is most interested in. By tapping into such events, you can work to establish stronger connection with your audience, based on the key elements that are of most interest to them.

For example, within the report, Facebook provides specific examples of various types of events that would be part of each moment, and includes notes on their importance and relevance.
fb_moments_report2.png

Each event has its own marketing pointers and notes to help businesses understand how they can, and should, be aligning with audience-specific moments like these within their campaigns.

In addition, Facebook also provides specific notes for each category.
fb_moments_report3.png

The idea is that by aligning with the moments of most relevance, you can work to make your brand a more significant part of your audiences' lives - so its no longer about simple promotion on a broad scale, but also about tapping into these smaller aspects, and how your audience are living their lives, to align better with their interests.

The report extends beyond these day-to-day moments to look at seasonal and one-off events also, in alignment with business focus.
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