Black Friday and Cyber Monday Insights from Facebook and Instagram
Facebook BusinessOver Thanksgiving weekend, millions of people turned to Facebook and Instagram to give thanks, discover deals and boast bargains. From Thanksgiving through Cyber Monday, November 23-27, more than 130 million people worldwide joined the conversation by posting about, commenting on and reacting to Thanksgiving shopping, Black Friday, Small Business Saturday, Cyber Monday and other related content on Facebook and Instagram.
This data is important for marketers to understand how their customers are interacting on these platforms. Brands can use Facebook and Instagram to reach their customers where they're already talking about shopping this season. The data also revealed the importance of longevity in brand engagement and the power of mobile video for marketers.
Since 62% of mobile-first shoppers Definition: Mobile-first shoppers are people who said they expect to complete a majority of their holiday purchases on a mobile device. surveyed said their holiday shopping usually continues past the holiday season, this creates an opportunity for businesses to continue engaging with their customers even after the holidays are over. “Facebook 2016 Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 1,562 people ages 18+ in the US), Jan 2017.
Throughout the five-day shopping period, videos were popular among people and businesses alike. On Facebook, there were 450 million views of Black Friday and other related videos, documenting everything from shopping guides to in-store wins. And on Instagram, more than one in three businesses posted to Instagram Stories during this same time frame.
And these videos are meaningful for customers. Among people surveyed in the US, 30% of mobile shoppers said video is the best medium for discovering new products. “Path to Purchase 2016” by Kantar (Facebook-commissioned study of people ages 18+ in the US), Aug 2016. This creates a huge opportunity for businesses drive product discovery, increase brand awareness and ultimately generate sales through video on our platforms. So consider incorporating video into your marketing strategy to connect with shoppers in a way that resonates with them.
Read the full Black Friday and Cyber Monday report on Facebook IQ.
Source unless otherwise specified: Facebook and Instagram data, Global, Nov 23—Nov 27, 2017. Collection took place from 12am PT on November 23, 2017 to 3pm PT on November 27, 2017.
