Creating content that resonates: Four Facebook case studies

Matthew Carlton

One of the opening sessions at this year's Advertising Week Europe saw Mark D'Arcy, director of global creative solutions at Facebook, outline how business can create content that really matters to people via the platform.

D'Arcy began by talking about the shift to mobile by Facebook users in the past 12 months. While daily active people on Facebook stood at 757 million on average for December 2013, an increase of 22% year-over-year, mobile daily active people rose 49% over the same period to 556 million.

Mobile provided one of the five broad themes in D'Arcy's address, under the heading 'mobile is not a thing, it's the thing.' He explained that through smart devices, people are more connected than ever. As such reach, dwell time, engagement are all important considerations, but there is a creative opportunity for brands to re-orientate themselves around mobile as it provides a canvas for brands to create deeper, more personalised, richer experiences.