Last March, our digital media and content marketing teams went to Toronto for Facebook Summit 2019. During this important meeting, Facebook presented major industry trends and the direction its platforms will take to meet (if not lead) these trends.
To introduce the conference day, Garrick Tiplady, executive director of Facebook and Instagram Canada, announced the four main themes of the sessions to follow:
Here is an infographic on consumer habits and expectations in 2019.
One of Facebook’s main responses to these changing consumption habits is, of course, Instagram Native Checkout, initially available only in the United States to a limited group of e-commerce brands.
Instagram Native Checkout was the focus of the Redefining the shopping experience session of Facebook Summit, but frankly, the presentation of its functionality weirdly echoed the previous session, Building a zero friction world.
The goal behind this new Instagram functionality is, you guessed it, reducing friction during the purchase process. It’s no longer a question of:
The process is done natively right in Instagram.
As you can see in the infographic, in 2019, it takes users an average of 22 clicks to complete a transaction. That’s huge! That many clicks is frustrating for customers, and makes them more likely to abandon their shopping carts. With Instagram Native Checkout, we are getting closer to that ideal of 1-click purchasing.
To make it easier for people to interact with brands, Facebook strongly recommends using conversation robots, or chatbots. The important thing to understand is that chatbots can be integrated at any point along the consumer’s buying journey, from the discovery of the brand, products or services, right up to post-transaction questions.
With more than 10 billion messages exchanged every month between individuals and companies, these new assistants are creating opportunities that are still very much under-exploited by companies. Chatbots could contribute nearly $112 billion in sales by 2023, according to a study by Juniper Research shared by Marketing Land.
Facebook shared access to all its sessions. What do you think? What do these changes represent for your company? Talk to us about it, or contact us if you’d like help from our team in navigating all these major changes!