Just how important is the Asia Pacific (APAC) region for a company like Facebook?
If stats shared by the company at its first-ever APAC Press Day in Singapore are any indication, it’s critical. The region is a major driver for growth for Facebook with over a billion monthly active people.
The APAC region is also driving three key changes that will define 2020 according to the company.
If you’re a marketer, run a business or are in any way involved in the “attention economy”, it’s essential you’re aware of these trends going into the new year.
The Continued Shift to Mobile Video
APAC is at the forefront of the trend of mobile videos with 54% of all global views coming from the region.
What’s riveting about the shift is just how different the experience of viewing videos on mobile is from traditional video. Watching videos on mobile is a non-homogenous experience and varies on a number of factors. However, according to research by Facebook, it can be broadly categorized into two categories: “on-the-go” and “captivated” viewing.
On-the-go video, as the name suggests, is ephemeral viewing which happens during the day and without any planning. The frequent short bursts in which people use their phones in daily life is what defines on-the-go viewing. For brands, the lesson is to have laser focus and to make videos that are engaging, fun, sticky and above all – quick.
Captivated viewing, on the other hand, means watch sessions that last much longer and are often planned in advance. Focusing on higher production quality and a concrete value proposition among other factors can help brands target this mode of watching videos.
Streaming continues to change how people consumed video and going into 2020, mobile-first video experiences will continue to gain traction. Want to be prepared? Focus on mobile video!
The Prevalence of Messaging
In 2018, over 8 billion messages were exchanged between people and businesses.
This year, the number has more than doubled to 20 billion already. This shows that people expect to communicate with businesses much the same way as they do with their friends. As more and more people use messaging, the expectation that your business is available to answer queries through chat is going to become even more prevalent.
Here’s a detailed report which discusses why messaging business is the new normal.
The Changing Nature of Commerce
Flowing naturally from the incredible surge in messaging between people and businesses is the idea of conversational commerce. The core premise is that business is no longer about a single sale. Instead, it’s about building a deeper and more meaningful connection with your buyers.
With 63% of people in the APAC region saying they messaged a business in holiday season according to Facebook, frequently this connection is being built in messaging apps. One of the top reasons people message businesses is to ask about pricing and product information (a problem tailor-made for AI-driven chatbots).
Others include personalized advice, the guarantee of instant response and the ability to negotiate the price.
What is important to take away is that once people have a great experience with you through chats and conversation, it often ends up raising their standards enough to make you stand out in their mind, building up your brand value as well as increasing return shoppers.
Not only is chat commerce (c-commerce) a way to deepen relationships with existing customers, it’s also a way to tap into a whole new market. For older people who find e-commerce sites difficult to navigate and use, c-commerce is a more personal and intuitive way to shop.
According to a global survey by Facebook, 40% of c-commerce shoppers said they started shopping online with chat.
Want a deeper dive into conversational commerce? Head here.