Mediaboss Marketing

Have we reached peak Facebook?

Last week, The Social Network posted its latest annual performance update, which showed that the platform added a total of 299 million more active users over the course of 2020.

But within the various data points, there was a potentially more telling sign, which may point to future challenges for Zuckerbergs social empire.

While Facebook continued to grow, and add more active users throughout the year, take a look at the Daily Active User stats for the US & Canada specifically.

While, overall, Facebook added 5 million DAU on 2019, it actually lost daily actives in the US throughout the year.

Thats despite a pandemic which shut down virtually all physical events, pushing more people towards social apps as a means of entertainment, and despite other apps, like TikTok, seeing massive user growth. Facebook also now reaches some 70% of the US population, so if anything, with more people seeking to maintain connection during COVID-19, you would expect to see Facebooks daily usage increase.

But it didnt. And that matters because North America is Facebooks oldest market, which could mean that its a marker for what you can expect in other regions.

While Facebook, overall,continues to expand by adding users in developing markets, at some point, it will reach a peak, and it will plateau. And amid various controversies that have damaged the Facebook brand, that break point could be coming faster than many expected.

But does that really matter?

I mean, in terms of revenue, Facebook still has a lot of potential for expansion - Facebooks average revenue per user was $53 in Q4 in the US market, well above any other region.

You can expect, then, that Facebook will continue to make billions into the foreseeable future, theres seemingly no real risk to its business prospects. But the question for North American marketers will increasingly become: Is Facebook the best focus for our campaigns?

Right now, it arguably is, depending on your business specifics. But with daily active Facebook usage declining, it may be worth considering why that might be, and what that could mean for future usage trends.

See if this sounds familiar - these days, I still check in on Facebook because its where Im most connected to my family and close friends, and I want to make sure that Im aware of any significant announcements of updates they post. I log on, I scroll through the latest posts in my feed, then I switch back to Twitter, Instagram or Reddit, where I now spend considerably more time.

Replace these with your top apps of choice, and Im guessing youre largely the same - Facebook, while still useful, and still serving a purpose, is nowhere near as compelling a platform as it once was.

Facebook could refute this, of course. Facebook could, for example, share specific data on average time spent per user, which it had been doing, periodically, in the past. It last provided this stat back in 2014, when it reported that users were spending 40 minutes in the app, per day. In 2016, Facebook varied this slightly, reporting that "people around the world spend, on average, more than 50 minutes a day using Facebook, Instagram and Messenger". So, not Facebook-specific.It hasnt posted an official update on this since, while various third party reports have indicated that this stat is in decline.

For some brands, that would already suggest that other platforms could provide better results, depending on your approach. TikTok, for example, is now, reportedly, seeing far more engaged usage and time spent than Facebook.

There are various considerations within this, but the data does seem to indicate that Facebook may well be in decline. Slowly, steadily. But it may not be the unbeatable social leader that it once was.

Facebook, of course, knows this. Its already looking to branch into other areas like AR and VR as it eyes the next stage of digital connection, while its also working to build a messaging mega-network to facilitate a growing array of functions in developing markets.

Thats why the recent WhatsApp controversy shook the company so much - following an update to WhatsApps terms, millions of users began switching to alternate messaging platforms, which spooked Facebook to the point that it felt the need to take out a range of full-page newspaper ads reassuring people that their data was safe, before it shelved the planned update anyway.

The biggest impact here was in India, where it's estimated that around 10% of WhatsApps 400 million Indian users will end up switching away from the app as a result. Thats not a significant amount in the broader scheme, but those small audience segments can influence their friends and family, which could hurt Facebooks broader plan to dominate the local market by making WhatsApp the critical tool for everyday connection - ala WeChat in China.

That might not be such a significant concern for Zuck and Co.if their main app was still on the rise. But evidently, its not, while the broader WhatsApp backlash also underlined the damage caused to Facebooks brand as a result of various privacy and moderation controversies.

So while its not a terminal concern right now, its relevant to note Facebooks flatline in the US market. Facebook, potentially, has peaked, and may now be on the way out, as younger users, in particular, look to other platforms.

Its not a critical trend as yet, but its definitely one to watch in future reports, and to consider within your digital marketing approach.

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Facebook's Daily Active Usage Has Stalled in the US - A Sign of Concern for The Social Network? - Social Media Today

Rockville, MD, Feb. 01, 2021 (GLOBE NEWSWIRE) -- Abt Associates announced today that Shelly Spoeth has joined the company as a principal associate for communication and behavior change. She will serve as a strategic communication expert on projects for the Centers for Disease Control and Prevention (CDC), Health Resources and Services Administration, and the Office of Infectious Disease and HIV/AIDS Policy.

Spoeth brings more than 25 years of strategic communication and social marketing experience to tackling complex health and social issues. While at major public relations firms, she worked for a decade with pharmaceutical and biotechnology clients. She then worked as a consultant for government and nonprofit clients, including the CDC, on challenges ranging from HIV/AIDS to COVID-19. Spoeth has implemented, evaluated, and managed dozens of projects that improved health outcomes.

She joins Abt from the American Cancer Society, where she led strategic marketing and communication planning. Before that, she served as a senior vice president at Porter Novelli, leading the Health & Social Impact practice and managing large CDC communications contracts.

Spoeth is a founding member of the planning committee for the National Conference on Health Communication, Marketing and Media and currently is the Member-at-Large for the Society for Health Communication. She holds a B.S with high honors from the University of Florida and is a graduate of the Babson College/Harvard Business School Omnicom University Advanced Management Program.

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About Abt Associates

Abt Associatesis a global consulting and research firm that uses data and bold thinking to improve the quality of people's lives. From combatting infectious disease and conducting rigorous program evaluations, to ensuring safe drinking water and promoting access to affordable housing - and more - we partner with clients and communities to tackle their most complex challenges.

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SHELLY SPOETH JOINS ABT ASSOCIATES AS PRINCIPAL ASSOCIATE, COMMUNICATION AND BEHAVIOR CHANGE - GlobeNewswire

Kristina: What implications does Apple's iOS 14 update have for digital marketers and brands?

Steffen Schebesta, CEO, Sendinblue: With Apple's new update, apps will be required to be more transparent with users, and users will have the opportunity to take more control over what data is tracked and how that data is used. This will impact how brands advertise, especially those who are highly dependent on personalized and targeted advertising. However, there is also opportunity here - opportunity for businesses to take a stand in being more transparent as well as opportunity to creatively find new ways to reach customers.

This update also allows businesses to better connect with their audiences through improved company values. Brands will be forced to move in a direction that is more transparent about data collection and will also have increased pressure to protect users' data. Further, brands will be impowered to make a commitment to transparency with consumers - ultimately creating a stronger line of trust between businesses and buyers.

Kristina: Why is this change being made at this time by Apple?

Steffen: As the world continues to become more virtual, there have been many calls for better data protection. Apple made this move to strengthen and protect user privacy as more businesses are scrutinized for not being transparent enough in our virtual world.

Social media, for example, continues to grow larger daily, and as it continues to be a dominating aspect of our lives, there has been a decrease in trust in social platforms and an increase in calls for regulation. While the decision of who will enforce virtual regulations and how these regulations will be enforced is still unknown, Apple has taken a proactive step to give users the option to better control their own privacy.

Apple has long advocated for protecting user privacy, as previously seen with similar data protection updates on Safari, so it's no surprise that Apple is continuing to take steps in this direction. This latest decision both pleases Apple users and offers incentive to non-apple users to switch and gain added privacy, and keeps the focus on parties that have lost user trust due to a lack of transparency, rather than on smartphones or smart products, which function as the medium between the apps and consumers.

Kristina: What impact could this have on businesses?

Steffen: Essentially, this update will change how businesses reach customers through personalized advertisements. If ads become less profitable, businesses will stop purchasing them and instead adjust strategies to invest in other channels.

Enterprises and organizations that have claimed that Apple is harming small businesses are not fighting for small businesses. In fact, it will probably be big corporations that suffer the most, since they rely on tracking much more extensively and throw significantly more resources into tracking than small businesses do. While iOS 14 will change how brands will market, these corporations going after Apple are really pushing back because this update has the potential to decrease their value as a business. If businesses are against users having control of their privacy, it's probably because the business model relies on tracking - and invading - user privacy.

Brands will shift away from methods that are no longer profitable, and will pivot to figure out where to invest to continue reaching customers. This includes exploring new ways to invest in first-party data, becoming more transparent about data collection, and investing in other channels that can still create personalized experiences with users.

Kristina: What steps or strategies should businesses adopt for data/data privacy moving forward?

Steffen: Digital marketing is a broad category that goes beyond traditional, targeted advertising. There are many great ways to connect and engage with consumers, and many methods will be more effective than personalized ads that consumers may never see. There are several other strategies that can be elevated instead, like email marketing, SEO, SEA, social media or content marketing.

To begin adopting a digital marketing strategy that keeps data privacy as a priority, businesses will first need to be more transparent with their audiences. Businesses will stand to benefit from the bonds they'll create with consumers when they become more transparent, and many consumers are more loyal to companies with transparency policies. Other steps organizations will need to take include creating strong trust and long-term relationships with consumers, sourcing first-party data, and keeping the data secured while keeping customers informed on what data is collected and how it is used.

From my experience, email marketing is a great way to build and develop relationships, and drive sales with consumers. There are a number of platforms and services that offer separate data tracking capabilities and are not reliant on Apple or social media apps, such as Sendinblue's Tracker which enables tracking that is automatically entered into marketing automation flows. I would encourage business owners to look into some of the vast offerings out there and leverage them as a way to continue making connections to appropriate customers.

Tags: advertising, advertising data, consumer data, data tips, data trends, ecommerce, mobile commerce, mobile marketing, Sendinblue

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Expert: How the iOS 14 update will impact merchants, brands - Mobile Marketing - BizReport

Havas Creative wins integrated communication mandate for The Laughing CowHavas Creative Mumbai has won the integrated communication mandate for Bel Groups cheese brand The Laughing Cow. The mandate for the agency includes creative, social, and digital creative duties including reputation management for the brand.

The agency will also be responsible for new product launches, brand strategy and amplification customised for the Indian market. The brand has been in partnership with the group since 2019 and is managed by Havas Paris globally.

Alamjit Singh Sekhon, commercial director, Fromageries Bel India said Consumers find the Laughing Cow Creamy Cheese triangles to be unique as they are the only soft, spreadable portions of cheese in India. We believe that Havas Creative with their meaningful brand approach are the right partners for us to help amplify our presence. We are confident that this partnership will help accelerate our journey in India and grow the cheese category by creating impactful brand awareness.

Rana Barua, group chief executive officer, Havas Group India said Bel Groups iconic cheese brand The Laughing Cow Cheese, is one of the groups key global brands and relationships across many markets and I am delighted to win the integrated communication mandate in India. Our team is excited to work in a category that is growing fast and create a strong narrative and stories for the brand to strengthen its presence in India.

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Havas Creative wins integrated communication mandate for The Laughing Cow - ETBrandEquity.com

In a context in which society is going through a particularly difficult time in the face of the pandemic, solidarity becomes the key to resuming normality. Consumers are increasingly demanding in this regard, following the activities of companies and determining their consumption according to their contributions to society.For example in the case of the new generations. The Global Millennial Study 2019, developed by Deloitte, revealed that 91 percent of millennials would change the consumption of a brand for one that truly has a social cause with which they identify.

Social marketing is transcendental in strategies, but above all, that they are actions with a real impact, since the current consumer can leave or adopt a brand defining their choice for that aspect.For Saskia Nio de Rivera, Co-founder of Reinserta and Permanent Guest of the Organized Civil Society to the National Public Safety Council, communication with social impact is essential especially in 2021. Empathic messages would be the key to follow.

Our challenges undoubtedly respond to being able to generate clear and empathetic messages in the face of an adverse context derived by COVID-19, in addition to the daily events of violence, corruption and impunity in the country. Our mission as a civil society organization with a focus on social impact is to propose solutions that are nurtured by effort and creativity to communicate our causes and that our struggle becomes that of many more Mexican men and women , he commented.

Being inclusive and respectful with all segments is essential in communication. According to Statista, in 2017, 44 percent of employees globally believed that there was openness in the workplace to support diversity and inclusion. This figure will increase during 2021.

Above all with respect, it is essential to promote the inclusion of the different groups with which we live and not allow someone to cause harm to a third party. At Reinserta we consider that we are all valuable and each one of us can contribute something, so warmth in our treatment is fundamental and our entire team can bear witness to this, more than an organization, we see ourselves as a family , added Nio of Rivera.

In this sense, Christianne de la Torre, specialist in inclusion and gender agenda at Zimat Consultores (strategic advisers for Reinserta on PR and communication issues) highlights the importance of developing communication strategies with social impact that start from the understanding and comprehension of the context and social needs, to build from this, messages that connect with the audience and are relevant to them. The specialist adds that the key is to think about how an organization can contribute to social transformation through a communication strategy.

THE MOMENTUM IN DIGITALOne medium that puts brands that are not aware of these important aspects in check is social networks. The latest Sprout Social survey indicates that a brands social presence may be best-in-class when consumers notice engagement with their audience (61 percent) is a leading factor, along with transparency (45 percent) and a strong customer service (44 percent).

Nio de Rivera highlights that the role of social networks for organizations in 2021 will be fundamental.

Without a doubt, they will play a fundamental role in publicizing the work that we will carry out in a scenario where COVID-19 will continue to be a constant theme. They are a window to our activities, our ideals and our actions. Social networks will be our allies to socialize and generate a greater impact on the populations we work with , he deepened.A good planning and communication strategy in accordance with the values of the companies, would be the key to connect with consumers effectively.

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These are the challenges of communication with social impact in 2021, according to Saskia Nio de Rivera - Explica