Four things I learned from the Meta Agency Summit

Four things I learned from the Meta Agency Summit

Image by Gaurav K on Unsplash

By Jesse

The Meta Agency Summit was a really interesting online event held with the goal of helping agencies use the Meta platform better. I attended it on the Wednesday evening of its launch, and had to report back to the rest of the team about what I’d learned, because there were so many great points and takeaways that I’d like us to use for ourselves and our clients.

Reels

The first talk was about Reels and had some interesting points about why they’re doing so well at the moment, as well as the different ways you can capitalise on this engagement for your clients, at whatever level makes the most sense for them.

The overarching idea that they wanted us to remember is that Reels spark engagement, and there are a couple of reasons for that.

  1. The first one is that the way we consume entertainment has changed: it used to be decided for you, now it’s decided by you. Prior to the social media boom, you’d have to watch whatever was scheduled to be on TV for however long it was scheduled for, but now we have the option of choosing what we want to watch, when we want to watch it, and, crucially, how long we want the entertainment experience to be.
  2. The other reason is that the lens we use to look for entertainment has changed, and, as I mentioned above, users can now choose how long they want to engage with their entertainment. Short form videos are perhaps the most popular type of content right now, because it’s bite-sized entertainment that’s easy to absorb and digest.

Meta says that 190 billion Reels are being played on their platform each day.

So if that’s why Reels are popular, why does Meta think agencies should be using Reels for our clients?

  1. Reels are additive: which means they’re an additional format which is really easy to work into a client’s content strategy (provided you’re already working with video). They mentioned that a combination of feed ads, video ads, text ads and Reels ads is most efficient way to set up ads.
  2. Frictionless opportunities: this means there’s nothing new to learn – it can be added to your content easily.
  3. Entertainment tends to be more interactive on Reels: Reels are shared very often, which leads to more views. This then gathers more reactions and comments too. Reels are shared more than 2 billion times a day, and apparently 98% of people surveyed in the UK say they take action after seeing Reels.
  4. Another reason to go with Reels ads is that people tend to follow accounts posting Reels. People also tend to dip further into the content too. This means that there are both long and short term opportunities to gain from Reels.

One last cool thing they mentioned in this talk is the “Walk, Run, Sprint” framework to approaching ads. These are different levels of effort you can use to get an organisation onto Reels, depending on their budget.

  1. Walk: Simply opt in to Reels when posting another video ad. This is a checkbox, basically, and automatically converts the video ad to a Reel.
  2. Run: This is diving deeper into optimising the ad for Reel placements, with things like paying attention to text safe zones, making sure the video is 19:8, and making sure the video has sound.
  3. Sprint: This option encompasses the Run option, but allows time to experiment with Reels and see which ones work best for the client’s particular audience, as well as A/B testing Reels themselves.

Conversions API

The next talk was about using a specific set of tools on Meta called Conversions API. This is an addition to the Facebook Pixel data, and allows for more and better tracking. The Facebook Pixel basically works by tracking data via the user’s browser, which is tricky because people’s browsers could have adBlock installed, they could have rejected cookies, which makes it difficult to gather information, but also things like slow connections and crashed browsers can interfere with the data shown from the pixel.

Conversions API is different because it’s a server-side tool, instead of a browser tool. It allows you to track conversions through your website’s server, and instead of tracking ‘browser events’ it tracks ‘server events’, which is much more reliable.

Better accuracy means you can report better data to an organisation about their campaign, but it also means we can make better decisions about ads in order to optimise them. There are a couple of main things it improves:

  1. Better data can lead to better targeting, and this is especially helpful if you want to do something like retargeting for a campaign.
  2. It can improve cost per action by helping improve the algorithm for the campaign.

Source:

https://blog.hootsuite.com/facebook-conversion-api/

Messaging

The next talk was about maximising your conversations online, and this was one of the biggest takeaways for me from the session. The topic was about Business Messaging, which is basically one-to-one messaging in a location of the user’s choice, which then simplifies the consumer journey.

What’s so powerful about focusing businesses around this is that you’re able to catch and converse with people at every stage of their customer journey.

The customer journey is a set of steps which breaks down the entire process a user goes through, from finding the brand to making a purchase. The timelines for the journey can differ greatly, and different sources give different steps, but here’s the journey Meta indicated in the talk:

  • Discovery
  • Consideration
  • Service
  • Purchase
  • Retargeting.

With the ease of communication these days, people expect to be able to talk to brands easily, quickly, and on the platforms they’re already on. You’ll find many more people are messaging brands on Facebook Messenger than they are sending them emails nowadays. In fact, in a recent Pomegranite skillshare, Anja forecasted that users messaging brands is going to pick up even further in 2024.

66% of the global population is messaging businesses via social media each week.

Pomegranite’s client base isn’t particularly sales-leaning, but this thinking applies to NGOs as well, because, in the case of donations, it’s still users parting with their money, and they are still likely to have questions, particularly about where the money goes.

One point in this presentation, which was my biggest takeaway, was that making your organisation or business more open to conversation works really well in lead generation for high cost products. People are more likely to proceed with bigger financial decisions if they can talk to someone about the purchase, and help rationalise it for them.

Storytelling

Last on the agenda was a topic that is close to Pomegranite’s heart, and it was about storytelling and shaping your online narrative.

The session started out by talking about how wordsmithing isn’t the key to a good story – it’s content structure. By creating a clear way to understand your content you can make the user feel like they came to the conclusion on their own, which creates a connection with them, as well as a positive experience.

The template spoken about in this session is called the hero’s journey. The hero’s journey is usually something like:

  • The hero starts from humble beginnings
  • They get called to do something great
  • They encounter hardships along the way
  • They overcome this and come back home a hero.

So how does it apply to day to day work? Firstly you need to think of the audience as the hero in the story. Why? Because the most difficult thing about storytelling is that the user is wondering, “Why am I here and what’s in it for me?” By telling a story, you’re answering these questions.

In terms of the storytelling structure, you need to cover five things:

  • The big idea
  • The solution
  • The evidence
  • The plan

The one big idea

This is the opening statement, where you want to tell someone:

  • What they know
  • What they don’t know
  • What can be.

Example:

My name is Jesse, I’m a project manager at Pomegranite. – What they know

I studied Fine Art at UCT because I had a passion for art, but I didn’t want to become an artist. – What they don’t know

So I majored in digital art, which led me to a career in online marketing. – What could be


For the rest of the pitch we have

The Solution

This is presented simply, directly, and in a straightforward, reasonable way. It’s usually one sentence long, and aims to be an immersive experience.

The Evidence

Support the solution – use proof. Make sure it’s a direct link to the solution. If it’s a tricky subject to find proof for you can also have background information to show how it’ll work. Get people to start thinking for themselves, and how they’ll use this solution.

The Plan

This is the call to action (CTA).

How do you do this in short form?

Touch on each element but keep it to the point, and walk the audience through the journey.


Here’s an example of bringing it all together:

Opening statement

Pomegranite is a digital consultancy. – What they know

It was founded by Liz and Sarah, who met while studying greatly different topics at Rhodes University. – What they don’t know

The pair went their separate ways for a few years, but came back together to start Pomegranite, which turned 10 years old in 2023, and specialises in assisting NPOs and clients in the education sector. – What could be

Solution

If you’re part of an organisation looking for an experienced brand to assist you with your presence online, get in touch with a Pomegranite team member, who’ll brainstorm solutions for your needs.

Evidence

We’ve built hundreds of websites for NPOs and education sector clients, and managed many successful social media campaigns for small and large organisations alike.

Plan

Email info@pomegranite.co.za and we can arrange a time to discuss how we can help you.

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