The survey commissioned for Offerwise shows that the market should see an evolution in tools
Meta released data from the “Meta Study on Expectations 2024” survey, carried out by Offerwise at the company’s request, which revealed the main insights that should guide strategies throughout 2024.
According to the survey, the market should observe an evolution in business messaging, video content and tools based on artificial intelligence as major trends.
“In 2023, we saw artificial intelligence drive performance and inform strategy for many of our clients across industries. For 2024, we will see even greater evolution and tools based on generative AI will help companies create ads even more effectively . Furthermore, Reels will continue to integrate creativity into sales objectives, transforming consumers’ attention into actual actions. Finally, business messaging will allow people and companies to accomplish even more through conversations,” said Conrado Leister, VP and General Director of Meta in Brazil.
Regarding the target platforms, the survey showed that 67% of respondents believe that Facebook and Instagram helped them discover new brands and almost half of people revealed that they had sent a message to a company after being impacted by a Reels.
Instagram’s video format was also responsible for some conversions and two thirds of respondents purchased a product or hired a service after watching the video.
In addition to this format, the study also pointed out that generative AI tools will help companies create and scale ads more quickly and effectively, as well as generate better performance. On the consumer side, AI should promote more personalization and contact with new products.
Of the people interviewed in the survey, 73% were impacted by new technologies in their daily lives in 2023 and 72% revealed that they had already purchased from a personalized advertisement. Another 56% stated that the use of artificial intelligence should improve their shopping experiences in 2024.
For 2024, Meta also highlighted omnichannel as a trend that will shape the market and marketing scenario and 58% of respondents indicated that they research and buy online, while 15% research and buy in a physical store.
