Facebook has more than 2 billion monthly active users, and they put their data to good use! Facebook recently released measurement results on mobile feed behaviors, and how to satisfy different user needs at different times. They identified three particular consumption behaviors – On the Go, Lean Forward, and Lean Back – to describe what to show your audience (and when!) for the biggest impact.
On the Go
These users are checking Facebook and Instagram as they’re getting ready, on the way to work, or between meetings. They have an extremely limited attention span and are not looking to delve into content.
- What to serve them: cinemographs, short-form video (:6 seconds), vertical video content
These users are standing in line for lunch, sitting in a waiting room, or pausing between meetings. They are a little more willing to consume but not totally ready to immerse.
- What to serve them: Stories, 360 video, canvas
These users are relaxing or going to bed, and might even be looking for content to consume.
- What to serve them: long-form video, slideshows, Facebook LIVE
At the Ad Council, we’ve been creating and serving these different types of content at their correlating times to map onto these common mobile feed behaviors.
If you’re an advertiser and would like to put this knowledge to use, you can determine ad scheduling at the Ad Set level by toggling from “Run ads all the time” to “Run ads on a schedule.” The screengrab below shows an ad set we are running for a :10 second video that we want to run only between 6am-12pm in the viewer’s time zone. Learn more about Facebook ad scheduling and creative tips for video ads.
Have any questions about On the Go, Lean In, Lean Back, or any other mobile feed consumption behaviors? Let us know in the comments!