Jun 8, 2018

Facebook to marketers: You must move faster to keep up with consumers

Photo: Sara FIscher

Speaking to marketers at Nielsen's annual Consumer 360 event, Facebook's VP of Global Marketing Solutions Carolyn Everson said marketers need to invest in the new storytelling formats that consumers have become accustomed to.

Why it matters: Marketers can sometimes be slow adopters of new technologies because the business structures in place don't always offer them enough incentive to move quickly, something Deanie Elsner, President of U.S. Snacks at the Kellogg Company explained prior to Everson on stage.

"If you're not embracing these new formats, even though I know sometimes it can be dizzying, your consumers are."
— Everson

Everson referred to new formats like "Stories," providing one-to-one messaging for businesses through chatbots and VR and mobile-first video in explaining about how consumers are spending more time in mobile environments.

Between the lines: Everson was speaking largely to a room of marketing executives in the television world, who have sometimes been slower in adapting to new technologies.

"Consumers are spending more time in mobile environments and they're expecting you to treat those environments with the same level of enthusiasm and passion that we have brought to television."
— Everson
By the numbers

Stories, daily users:

  • Instagram: "Well over" 300 million.
  • Facebook: 150 million.
  • Messenger: 70 million.
  • WhatsApp: 450 million Stories being created a day with Status feature, not "Stories" but similar.
  • Stories, Everson says, are growing faster than the News Feed.


  • "There'll be 8 billion messages sent between people and businesses in one month now," she said. "That number is accelerating dramatically. Over 2 billion people will utilize messaging service in the next couple of years."


  • "The estimates are that close to 80% of all mobile data traffic will be video by 2020."
  • "By 2020, nearly 1 million pieces of content on video will be uploaded every second."

Go deeper

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 1 p.m. ET: 5,543,439 — Total deaths: 347,836 — Total recoveries — 2,266,394Map.
  2. U.S.: Total confirmed cases as of 1 p.m. ET: 1,669,040 — Total deaths: 98,426 — Total recoveries: 379,157 — Total tested: 14,604,942Map.
  3. Trump administration: Mike Pence's press secretary returns to work after beating coronavirus.
  4. States: New York reports lowest number of new coronavirus deaths since March.
  5. Public health: The final data for remdesivir is in and its benefits are rather limited.
  6. Education: A closer look at how colleges can reopenNotre Dame president says science alone "cannot provide the answer" to reopening.
  7. What should I do? Hydroxychloroquine questions answeredTraveling, asthma, dishes, disinfectants and being contagiousMasks, lending books and self-isolatingExercise, laundry, what counts as soap — Pets, moving and personal healthAnswers about the virus from Axios expertsWhat to know about social distancingHow to minimize your risk.
  8. Other resources: CDC on how to avoid the virus, what to do if you get it, the right mask to wear.

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Why it matters: President Trump removed Fine as the Pentagon's acting inspector general in April 7 after a group of independent federal watchdogs selected him to lead the Pandemic Response Accountability Committee, which was set up to oversee the rollout of the $2 trillion coronavirus relief bill.

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