Everything you need to know to create an effective strategy that sends more mobile traffic to your website through Facebook.
Today, more than half of web traffic comes from the mobile channel. More and more users rely on mobile connections to get their information online, and desktop usage is disappearing.
For us retailers, the trend presents a new challenge: can we still redirect visits to the website?
Social media has accelerated the pace of marketing over the past 10 years. While social media itself was at the forefront of setting trends, it was technology that often dictated how those trends would develop. Devices became smaller, more capable, and desktops were replaced by more portable alternatives.
As a result, users began to consume much more information on-the-go. De acordo como site Statista, in 2016, a huge amount of social media content was consumed on smartphone apps versus just 21% on desktop and 10% on tablets.
It’s no surprise that mobile has surpassed desktop in web traffic on a global scale. Given the amount of content consumed on mobile – and the fact that in Q2 2017, Facebook attributed 87% of its ad revenue to mobile – marketers should see a lot more traffic, but that’s not the case.
Why? The answer lies in the difference between content consumed on mobile and desktop.
In any industry today, reaching users on mobile devices is critical for any brand. But reaching customers on mobile doesn’t just mean expanding a brand’s advertising strategy to include mobile ad placements. It requires making significant adjustments to your content strategy and creating content with a mobile mindset. mobile-first.
For example, the Statista reports that in 2016, global mobile video traffic totaled 4,375,000 terabytes per month. And in 2017 this figure more than doubled!
In today’s landscape, where mobile internet subscriptions outnumber the total number of internet users, marketers need to be mindful of how to create a mobile-first user experience. Not just within social media platforms, but outside of them as well.
To help ease the user experience, Facebook has also taken data size into account and is starting to reward sites that load faster by pushing links from those sites to the top of users' News Feeds.
Facebook also said it wants to keep its users within the platform.. Links have long been the least effective type of content for brands. Given the adjustment of the multiple news feed algorithm and the consumption of content on mobile, marketers will have to be much more creative to get users to leave the platform and visit their sites.
The Takeaway
Marketers should be careful not to ask their audience to take actions on mobile that are intended for desktop. Driving your mobile audience to download a lengthy ebook on their smartphones is inconvenient and heavy on data traffic.
However, the last point of contact in customer journey This can most likely happen on desktop. Knowing how difficult it is to get customers on their sites to make that final purchase, and especially on mobile, brands must carefully choose the right moment to give their customers the incentive to visit their page.
This step will likely happen lower down in the marketing funnel (bottom-of-funnel). When customers leave the platform, brands need to be ready to meet them with a mobile-first experience that is light on data, digestible anytime, anywhere, and rewarding to the user, rewarding them for taking that extra step.
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