I live in a small town in New England and, at one point in time, I was the editor of the local newspaper, so I’m fairly familiar with the idea that everybody in my community knows what I’m doing almost as soon as I do it and they have a pretty good idea of what I’m thinking about important issues even before I’m asked.

But, I’ve just finished reading Facebook’s new white paper, “Moments That Matter,” and I’m seriously creeped out by what the social network knows about what its 1.49 billion monthly active users are doing and thinking every minute, every day, 365 days a year. Thanks to mobile, Facebook knows when you are sleeping almost as soon as you go to bed, and it knows when you’re awake almost as soon as you get up. And it has a pretty good idea what you’re thinking about moments that matter – from extraordinary events that happen once in a lifetime to the ordinary ones that occur multiple times a day – even before you’re asked.

Facebook Connections: Moments That Matter

Nevertheless, I now write for ReelSEO in order to help video marketers reach individuals based not only on their demographics, but also on their passions, behaviors, and interests. So, I’m going to share a few juicy tidbits – not because I’m a small town gossip columnist – but to help you understand how people connect with their friends, family, and colleagues on Facebook and Instagram around moments that matter.

I’m going to phrase things very carefully – not because I’m discussing a hot topic at town meeting – but to show you how to participate in and enhance these moments that matter without looking creepy. Besides, Facebook’s strategic insights are based on a combination of internal data analysis and commissioned research, which isn’t like a nosey busybody asking highly personal questions about your social graph, is it? Anyway, there are at least three very important, highly personal, and uniquely relevant revelations in the white paper.

Facebook Micro Moments: The Lost Phone

lost phone facebookFirst, our mobile phones are often the one place where everything that matters to us most—names, numbers, meetings, messages, music, photos, apps, and ideas – converge. Many of us consider our mobile phone to be our lifeline to the world. So, the “lost phone” moment hits many people hard – harder than you might expect.

And it happens to so many people, so regularly, that on Facebook, the “lost phone” conversation is one that never gets dropped. In one month, in the US, “lost phone” conversation generated 51.2 million interactions (posts, comments, likes and shares). While the conversation tends to peak on Thursdays, it’s definitely happening every day of the week.

Even when people post about losing their phone, they usually do it from a mobile device. Over 75% of “lost phone” posts are generated on mobile – and the percentage is over 85% for Millennials ages 18–34. This is a powerful testament to the central role that mobile now plays in our lives. Having just lost their phone, many people likely feel more inclined to borrow someone else’s (even a stranger’s) phone than to post about their ordeal from a desktop.

When people post about losing their phone, the posts are overwhelmingly negative – but the comments posted in response are primarily positive. People are coming to Facebook to express their frustration, but the support they get from their friends on Facebook often transforms the conversation into a more positive one, perhaps reminding the newly #phoneless that they are not as alone as they may feel.

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Facebook Moments that Matter

So, what should video marketers do in moments like this? Well, according to Facebook, brands can take this opportunity to be a 'modern day Samaritan', and "connect with practically every audience in an extraordinarily meaningful way through the “lost phone” experience".

Facebook Micro Moments: We Had a Baby!

facebook new baby announcementSecond, from the birth announcement to sleepless nights to all of their child’s “firsts,” being a parent becomes a collection of moments for new moms and dads. New parents spend 1.4X more time on Facebook mobile than non-parents. Moms primarily drive the increase in mobile activity, spending 1.5X more time on Facebook mobile than non-moms, though new dads also spend 1.1X more time on Facebook mobile than non-dads.

And the first mobile session of the day for most parents starts early. New parents are active on Facebook in the wee hours, starting their first mobile sessions as early as 4 a.m. and peaking at 7 a.m. By 7 a.m., 56% of new parents on mobile have visited Facebook for their first mobile session of the day. By comparison, only 45% of non-parents have logged into Facebook by 7 a.m.

Facebook Moments that Matter New Moms

What should video marketers do with these insights? Well, according to “Moments That Matter,” brands should:

  • Deliver 'snackable' content that is optimised for mobile devices that will "appeal to harried parents during stolen moments".
  • Post content when new parents are likely to be awake - including the very early hours of the morning.

Facebook and Mobile Video Marketing

Facebook IQ also sought to understand how exactly people are processing moments that matter – from a physiological and neurological standpoint. To do this, they commissioned SalesBrain to conduct research at the Center for Neuroeconomic Studies in the US. And, according to “Moments That Matter,” their research measured participants’ biometrics – like sweat, heart rate, and eye movement – as well as their neurological responses through an EEG. They also looked at how people’s brains and physiology processed identical content differently on a TV than on a mobile phone.

What did they discover? Overall, people were more attentive and tended to feel more positively toward information presented on a mobile phone than on a TV. As for TV, they found people’s brains tended to be more distracted when processing information via that screen and the cognitive load was higher, meaning that their brains were working harder.

When it came to emotional intensity and engagement, Facebook IQ found that mobile was on par with TV. In other words, there was no statistically significant difference between the two screens, leading to the conclusion that you can get as much emotional involvement out of mobile as you do on TV. And perhaps it’s more about the creative than the device.

So, what are the implications for video marketers? Well, according to the white paper, brands should consider the 'mobile mind', and treat content that is going to be consumed via a mobile device in a different way.