Goafest 2018: 'Only 10 per cent of the time spent on FB is when users are relaxed': Rapha Vasconcellos

'The best way to build work is to build differently' said Rapha Vasconcellos, head of Creative Shop for Facebook Apac in the first session of the third and final day of Goafest 2018.

 

He gave three tips for brands looking for 'meaningful social interactions' rather than just the 'Likes and Shares'.

 

He said, "Stories are here to stay: It's not only on Facebook, but the number of people using Stories is staggering. The viewing of Stories will soon increase 'News Feeds'. People are playing with Stories. People are playing around with 'Stories' and times for agencies too." 

 

He added, "Groups are of significant importance. Last year, 200 million people were connected to meaningful groups. Their decisions were influenced by these groups." 

 

The last tip he stated was the use of 'Messenger' more innovatively. He said, "Closer is better than louder. Two billion messages are being sent between businesses and consumers every month. This is a whole new group for brands. I would want my boarding pass of my flight on Messenger rather than having to login to an app."

 

He then gave five more ways brands can build differently. 

 

1: Phones are creative tools: Smaller brands are teaching us how to re-think our craft using the mobile. 

 

2: Do it faster but also smarter: We can't lower the quality. Agile creativity works. Consumers are already using mobile faster than ourselves.

 

3: Videos for our hands: The videos should be original or optimised and short preferably. Vertical videos work better as people usually view them while they're travelling or on the go. Whatever they are, they need to be meaningful.

 

4: Break it to make it last longer. 70 per cent of the time people spend on Facebook is when they don't have the time. They're either walking, or in a meeting. 20 per cent of the time people spend on Facebook is when they have little more attention. Only 10 per cent of them spend time on Facebook when they are relaxed. So, be aware of this and how people are going to consume.

 

5: At the end, people will only care if you're being meaningful.