Marketers optimizing mobile social media ads know they have to do so, because Americans spend most of their time on mobile devices in audio and social apps. Here are four steps marketers can take to improve that customer experience.
The steps come courtesy of a list Marin Software announced on Wednesday, citing comScore statistics from 2015 that “80% of social media time is spent on mobile devices.” (Opens as a PDF)
Building on that comScore finding, 2018 figures from eMarketer show that of the three hours and 35 minutes a day Americans spend on mobile devices, they log 90% of it on apps. Half of that time is in their top app, which is usually digital audio.
“Social networking is next, with 40 minutes of app time. The other major categories are mobile video, gaming and messaging.”
“Facebook remains the most widely used social media platform by a relatively healthy margin: some 68% of U.S. adults are now Facebook users. Other than the video-sharing platform YouTube, none of the other sites or apps measured in this survey are used by more than 40% of Americans.”
So here’s the advice Marin offers social media marketers on how to optimize for mobile:
Find the Right Audience at the Right Time
Chances are, your best opportunities for social ads will be during morning and evening commutes, when smartphones are in the hands of public transportation passengers. Those consumers will probably have the sound off, so videos will need captions, for instance. If commuters are in vehicles, would programmatic audio ads fit better?
“Be sure to create different ads optimized for each device or sets of devices because competition may vary by device.”
Make the Mobile Experience Fluid and Trustworthy
The mobile experience is probably the discovery and research phase, so ensure mobile-friendly content loads quickly — especially landing pages. No pixelated images, Marin cautions.
“At this research stage, trust-building and nurturing the consumer relationship are often at the highest point. Create relevant, useful, interactive content to build and maintain your reputation. Also make sure the information you’re delivering is timely and accurate.”
One suggestion from Marin for marketers who may not yet have the most mobile-friendly social media marketing experience for consumers:
“Advertise using lead generation ads. Facebook Lead Ads are a fantastic way to encourage consumers to actively engage with your business while keeping them within the familiar Facebook interface. This could be signing up for a newsletter, an offer, more information about your products and more. ... If you notice a high mobile bounce rate, use lead generation ads to gather information from your prospective clients, and control future touchpoints through phone and email.”
Here’s what Facebook says about the ad option:
“When a person clicks your lead ad on Facebook or Instagram, they'll see a form that's already filled with the contact details they've opted to share on Facebook, like their name and email address.
“You can follow up with your leads by downloading them from your Page, or receive them automatically by integrating your email or CRM tool.”
Lock It In
Some time after consumers finish their research, they’re ready to purchase. Marin says to be ready for them to make that buy right away — still on their smartphones. If they abandon their carts, retarget them.
Ask for the Customer Review or Better, Customer Share
Now that consumers have become happy customers, ask them to share their experiences with their friends or provide you with a customer review — or both.
“The ‘experience’ is where a consumer shares their positive user journey with another person, triggering the research phase for a new consumer. This is the final step that makes businesses stand out, elevating revenue streams to the next level. Make it easy to share, and invite your consumers to echo their experience and product success stories across social platforms. Then, do the same with your followers.”
What do you think, marketers?
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