“We’re getting to a size where it’s worth really taking a careful look at what are all the things that we can do to make social media the most positive force for good possible,” Facebook Chief Product Officer Chris Cox told TechCrunch about the company’s new milestone. Thirteen years after launching and less than five years after hitting 1 billion, Facebook now has 2 billion monthly active users.
Instagram Stories is picking up steam.
The company reported Tuesday that Stories, the feature that lets users share videos and posts that disappear after 24 hours, is now used by 250 million people every day. That means Stories added 50 million new users in two months, one month faster than its jump from 150 million to 200 million users.
Instagram is also changing its live video feature so users can now share those live videos to their Stories. Originally, live videos on Instagram disappeared as soon as the broadcast ended, but now they could exist for up to 24 hours.
Facebook loves to tout these big user growth milestones, but the significance here is that Instagram’s version of Stories appears to be growing faster than it was at the beginning of the year. (Instagram reports these numbers whenever it wants, though, so it’s tough to say for sure.)
The new milestone means almost 100 million more people use Instagram Stories than use Snapchat, the actual inventor of the Stories format. That’s a bummer for Snapchat, because they clearly invented something that people want to use — Instagram has just scaled it more quickly.
Millennial moms, with their natural digital savvy and often progressive views of family, forced a major change in marketing. But you ain’t seen nothing yet.
Generation Z is going to rock the marketing world. They didn’t just grow up with the internet, they grew up with Facebook and mobile phones. In some ways, these young adults are expected to be even more “Millennial” than Millennials.
Connecting with this group is a new challenge for brands. Advertising successfully to them will help determine how billions of dollars will be spent.
Generation Z is comprised of the 67 million people born between 1995 and 2010. They contribute $44 billion to the U.S. economy and influence $600 billion in family spending. The oldest is already 22 years old. And, by 2022, 45% of all parents will be Generation Z.
Early studies are already showing that to connect with these Gen Z moms and dads, marketers will need to push themselves.
For example, while marketers certainly embraced interactive marketing for Millennials, this new generation will require that they produce more content for more digital delivery mechanisms than ever. According to our research, older Gen Z moms discover new products on Facebook more than do the previous generations. But that’s not necessarily where they want to receive all of their communications with brands. Gen Z parents also appreciate hearing from advertisers via email and they’re comfortable with branded content.
Millennials are known to shop based on their progressive values. It’s likely Gen Z parents will take this to another level. While older Gen Z parents tend to have lower household incomes than their older counterparts, price isn’t the only factor that weighs in their purchasing decisions. To become a part of parents’ consideration set, “quality,” “safety,” “easy to use” are table stakes, and parent recommendation carries tremendous weight, according to our research.
In many ways, Gen Z is doubling down on the changes Millennials forced on the system. Young adults brought up in an environment unique to other generations can only age up to lead in their own unique way. For example, we found that Gen Z likes seeing real brands featured in their content significantly more than Millennials do—and this alone signifies a major change in spirit.
And, perhaps most surprisingly, Gen Z moms also long for connectivity in real life. That’s right—real life, person-to-person interactions. We have learned that, more than their Millennial counterparts, Gen Z moms rely on their parents and grandparents, healthcare providers, and local mothers groups as parenting resources, similar to the way their Gen X parents did. So, it seems that there is a little Gen X attitude in them, too, just to make marketing considerations even more complicated.
The first thing marketers can do to prepare for this up-and-coming shift is education. Key observations about the consumer behaviors new to this up-and-coming group of parents are how it all starts. Then these observations become translated into actions, and these actions eventually reveal solutions that work, which years later become proven best practices. But we’re only at the beginning of this chain of events. The findings presented here just scratch the surface. We need to learn more in order to better predict how Gen Z will make parenthood their own—and how marketers will best be able to reach them.
Do you need to use Facebook ads more effectively?
Have you considered narrowing the goal for each of your ads?
In this article, you’ll discover 11 examples of results-oriented Facebook ads you can use as models for your own business.
#1: Remarket to Potential Customers Who Abandon Carts
This Bluehost ad gets Facebook advertising right on so many levels. Bluehost uses this ad in the middle of the sales funnel to reduce cart abandonment. The ad appears to people who have added a Bluehost service to their cart and prompts them to return to the website and complete their purchase.
The ad features compelling copy, beginning with the question to remind someone they’re in the middle of a decision about building their website. The second line hits the low-cost barrier to entry to using the Bluehost service, only $2.95. Next, the ad uses text to provide extremely heavy social proof: trusted by millions of customers.
Video makes this ad even more effective. Video is currently the best-performing type of content; people watch more than 100 million hours of video on Facebook every day. Also, by featuring different business owners, the video reinforces the social proof mentioned in the ad copy.
Below the video, the clear link title, description, and call to action (CTA) also make this a strong ad. The link title, “Launch Your Website Today,” is clear and direct, design to compel users to take the final action to launch their website.
After the link title, the link description reinforces social proof that appeared earlier in the ad copy and video. The description also highlights another benefit of joining: getting a free domain. The CTA, Shop Now, reflects what the ad would like customers to do: prompt them to finalize their buying decision and launch their site.