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Meta Shares New Insights into the Key Challenges for Marketers of Electric Vehicles

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Meta Shares New Insights into the Key Challenges for Marketers of Electric Vehicles


While interest in electric cars is on the rise among increasingly climate-conscious consumers, there are still some significant barriers that are stopping people from buying an EV.

So what are the key considerations for marketers, and how can you address the right elements to maximize take-up? That’s the focus of Meta’s latest research report on the EV industry, which actually includes some key notes for all marketers across the board.

As per Meta:

“During the pandemic, global English-language conversations about electric vehicles (EVs) grew a staggering 238% on Facebook. But while the conversation trended upward, more than half of auto intenders surveyed aren’t actively considering electric vehicles.

In order to glean more insight into why EV take-up hasn’t been greater, Meta commissioned a survey of 10,000 people, to get their thoughts on electric vehicles, and their hesitations in buying an electric car.

And while many of the responses are likely what you would expect, they are worth noting for EV marketers, and for other tech innovations which lean into newer, less trusted technologies.

First off, the research shows many auto buyers are indeed considering EVs, with some 42% now at least looking into electric cars.

But even so, actual EV adoption is far lower than this, with a recent report showing that electric cars made up just 4% of American auto sales in 2021, compared with 9% in China and 14% of new sales in Europe.

So what’s stopping these buyers from actually making a purchase, and taking that next step?

According to the data, the barriers for converting potential EV buyers are largely practical, with consumers concerned about battery life-span, travel range, charging infrastructure and cost.

That makes sense, but the data also shows that many people that have some interest in EVs remain distant from the actual buying process, with the majority of respondents having never even been in an electric car.

Meta EV research

That suggests that the core messaging around these aspects is not getting through, and Meta says that sellers of EVs need to do better at communicating the benefits around maintenance, performance and the development of infrastructure to support charging needs.

In this sense, practical messaging works best, as opposed to idealism, or sometimes bewildering tech speak.

As per Meta:

“These consumers are far more likely to respond to messaging around pragmatic issues like maintenance costs and safety.”

It’s one thing for Elon Musk to showcase some bizarre-looking silver truck, and tout it as the future, but the realities of owning and operating an EV are far more applicable to the day-to-day consumer.

In essence, Meta’s data shows that, as with the basic principle of all marketing, people buy based on what’s in it for them, not what your brand messaging may be. As such, it’s important for marketers to keep in mind the practicalities, even with newer technological developments – because while it may be great to focus on the benefits for the environment, and that may sway buyers to a degree, the real test is in how it will impact their lives, and the benefits they can gain by buying in.

Even in the midst of the climate crisis, practicality remains the key, which is an important message to highlight when considering how to communicate products or initiatives that also align with a broader purpose.

You can check out Meta’s full EV report here.



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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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