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Facebook Shares New Report on the Rise of ‘Mindful Wellness’ and What it Means for Marketers

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facebook shares new report on the rise of mindful wellness and what it means for marketers

Facebook has published a new report which looks at evolving consumer behaviors as a result of COVID-19, specifically focusing on ‘mindful wellness’ and increasingly conservative shopping habits due to the impacts.

As explained by Facebook:

“COVID-19 has increased people’s awareness of the importance of physical and mental health. As a result, consumers have adopted new habits to maintain their well-being and support those around them. From enjoying mini luxuries as a pick-me-up to helping their communities, people have been putting greater emphasis on individual and collective wellness.”

The 20-page guide looks at how these trends are playing out, and what marketers need to know to better connect with people as considerations change.

The report first looks at the causes, and how the stresses of 2020 have prompted many to re-think how they spend their time and money.

Facebook Mindful Wellness report

As a result, more people are looking to hobbies and creative pursuits both as a means of relaxation and a form of entertainment in place of regular social events.

“This self-care has taken many different forms. Some people have turned to yoga, meditation and home exercise, while others have been embracing beauty rituals, video games and arts and crafts. At a time when mass working-from-home arrangements have blurred the boundaries between work and leisure, these new wellness routines are helping people carve out “me time” in their daily schedules.”

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That leads to new opportunities for brands to market to audiences based on these shifts, while Facebook also notes that 50% of consumers have “sought out small indulgences to treat themselves” as a means of dealing with the situation.

“As people come to equate spending on small indulgences with self-care, brands can cater to people seeking comfort by highlighting premium attributes. In the US, for example, during summer 2020, 49% of consumers said they were willing to pay more for high-quality products.” 

There’s likely two wholly different audience impacts in this. For the people who are still able to work, and maintain their regular income, they would have a lot more discretionary income, because they’re not able to spend that money on events, functions, holidays, etc. But they’ll still be seeking an escape, which presents the opportunity noted here – while a whole other section of society is busy dealing with the impacts of the pandemic, and has far less income to spend.

It’s important to consider which segment you’re reaching, and to hone in your ad targeting as required to avoid missteps.

The latter category is highlighted in the second half of the report, which looks at how the downturn is causing a re-assessment of spending.

Facebook wellness guide

Again, these are two different market segments, which can make it difficult to map the right audience, but it’s important to understand the significant variations in approach across your audience spectrum.

In addition to this, Facebook notes that consumers are also looking to buy from brands which support specific values or beliefs, an increasingly important consideration for younger shoppers.

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Facebook Wellness Guide

Overall, there are some interesting notes and pointers, though much of it would be largely as you’d expect, given the circumstances. 

The challenge really is in identifying the right audiences, and focusing your messaging onto each sector. Done right, you’ll be able to optimize your approach to boost sales in Q4. Done wrong, and you could come across as insensitive to the situation.

It’s a challenge, but the notes here provide some additional guidance as to how people are responding, which is worth factoring into your assessment.

You can download the full ‘Mindful Wellness’ report here.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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