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Engage Consumers With Compelling And Relevant Content

Mobile usage is growing the world over, and so is the trend of targeted content to suit specific needs of consumers, writes Marco Corsi, director of Global Accounts at Facebook APAC

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There’s no denying that we live in a mobile world. Mobile usage is spreading like wildfire across our region, mainly due to smartphones becoming cheaper and connection to the Internet easier.

In India, 67 million people log into Facebook daily, with 62 million through mobile. Indonesia, accounts for 41 million daily active users, 38 million logging in through mobile. Mobile-first platforms like Instagram continue to surge ahead in our region.

With majority of people experiencing the Internet on mobile phones, we are seeing a shift in online content to suit mobile viewers’ needs. Techniques like hyperlapse, cinemagraph and subtitles are becoming prominent online; these help to grab viewers’ short attention span and deliver brand messages.

Targeted creative is also on the rise. Brands are creating a variety of personalised messages instead of a one-size fits all approach. To put things into perspective, 4.75 billion pieces of content are shared every day on Facebook while more than 80 million photos and videos are shared daily on Instagram. This might seem like a cluttered playing ground, however algorithms work to deliver people the content they want to see. This is why it’s never been more important for brands to know their consumer, and deliver timely pieces of creative goodness relevant to their target audience.

Social media platforms like Facebook and Instagram are places of discovery and sharing for consumers. People are on the hunt for content that is relevant to them that they can share with family and friends. People don’t mind if the content comes from friend, foe or brand, as long as the content is compelling. Think about it. Your customers want you to be part of their experience. You just have to do it in a way that surprises and engages them.

Below are some examples of campaigns that resonated with Asia Pacific consumers last year.

Yatra in India - The Indian travel brand used a mobile-first marketing approach to reach its target audience on mobile, driving app installs and bookings via the app. To ensure it attracted the right people, Yatra discovered what content was trending among travellers so it could design personalised creative to grab their attention.

Result: 5X increase in app installs: 5-20 per cent lower cost per install: 28X return on ad spend

The Iconic In Australia - It created bespoke photos and videos placing models against eye-catching backdrops of the Australian wilderness. After grabbing people’s attention, the clothing brand used call-to-action ads on Facebook, and delivered to people who had seen the ad on Instagram.

Result: 13 per cent lift in ad recall: 3 per cent lift in purchase intent: 23 per cent uplift in conversions from Instagram + Facebook.