Welcome ‘hybrid,’ the new norm

There is no denying that screentime has drastically increased because of the COVID-19 pandemic, with restrictions to mobility imprisoning people inside their homes, and activities usually conducted in-person have transcended to the virtual platform.

But how people used their digital devices the past 18 months into the global health crisis ignited a revolution, with mobile phones and other gadgets transforming into schools, showrooms and stores at a rapid pace.

At a recent online roundtable discussion with select members of the media in Southeast Asia, social media giant Facebook discussed how the digital revolution took place in the region because of the pandemic, when a multitude of creative exploits through their various platforms took form and dictated the direction of commerce.

Benjamin Joe, vice president of Facebook for Southeast Asia and Emerging Markets, said the way people do things now would continue even when the pandemic reaches its end.

Citing a study conducted by Facebook and Bain & Co., he said, “the way we work has actually changed, and even when restrictions end, 90 percent believe ‘hybrid’ will be the new norm.”

With a reported 82 percent of Southeast Asians still stuck at home, Joe said “a new consumer way of life is emerging, with new purchasing habits, expectations and discovery.”

Digital channels

The Facebook executive said that with businesses not able to reach people through the conventional means, digital channels not only helped bring them closer to audiences, but turned their audiences into consumers.

“Awareness builds more association, builds preference for brands,” Joe explained.

“Our meta analyses showed social media helped 72 percent of Southeast Asian businesses engage more with consumers,” he said, and is evident in both “large and mid-brands.”

To respond to the changing landscape, Facebook introduced “Reels” on Instagram in most Southeast Asian markets to inspire new content from creators.

The new digital offering on the video and photo sharing app proved effective in capturing the attention of an audience already swamped with a barrage of content online, and helped brands reach even more consumers.

Marissa Hassram, chief marketing officer of digital learning platform Mindvalley, attested to the power of social media in reeling in patrons.

“Our customer behavior drastically changed the last 18 months. We attracted a lot of younger minds in Singapore, Vietnam, Malaysia and the Philippines,” she said at an online roundtable.

“Everyone was stuck at home. Those wanting to learn new hobbies started flocking to Mindvalley,” she continued, saying 70 percent of the platform’s patrons looked at their Instagram account.

Hassram said the key to Mindvalley’s success was focusing on creating content that offers value to the consumers, either through entertainment or education.

She also advised businesses to seek long-term relationships rather than acquisition. “Get a loyal fan to stay as long as you can,” she shared.

Another digital innovation that Facebook will introduce in 2022 is WhatsApp Storefront, transforming the messaging app into an instant retail platform where users no longer have to visit an external site to transact with business owners.

Direct access

Previously, entrepreneurs use WhatsApp only as a communication channel. With the innovation, tabs will be added where consumers can directly access a catalog of products and services without leaving the app.

Through WhatsApp Storefront, consumers will also be able to lodge inquiries directed at a specific item on the catalog. This innovation will be initially introduced to the Malaysian and Indonesian markets.

To help more business owners harness the power of social media, Facebook will once again hold a summit similar to what it launched three years ago.

Facebook Summit Southeast Asia 2021 will invite more than 50 speakers to share their expertise in the global and regional markets with audiences from the region.

The summit, to be held on Sept. 28, is open to everyone in the region, and attendance to the virtual fora is free.

Among those invited to speak are Gene Alston, vice president of Facebook for Commerce Business and Operations and Instagram and Jim Squires, vice president for Business and Media.

Joe said localized content per country would also be available. And unlike the previous summit, viewers are given three options on how they can engage with the speakers this year.

Attendees may tune in through a link to join the discusiions, where live questions will be entertained, or watch on-demand by accessing a library which Facebook will build.

The discussions will also be made available through podcasts.

Interested attendees from the Philippines may register at https://fbsummitph.splashthat.com/ —CONTRIBUTED INQ