By Maris Naglis, Vice President,  Customer Success, Httpool

Social media is a term that refers to the use of It has altered how we communicate with one another and how we express ourselves. Half of the world’s population is participating on one or more social media platforms. Social networking has a nearly unrivaled scope.

This opens up yet another e-commerce opportunity. Never before have the retail and e-commerce industries been able to reach such a large global audience. Among modern retailers, social commerce is the newest and fastest-growing trend. E-commerce companies are using it to engage their current and future customers and generate additional sales and revenue.

Using social media to sell goods online seems natural, and social shopping is the next big thing in online retail. The future of social commerce appears to be promising, thanks to the influence of social media and e-commerce.

In light of the pandemic, even conventional brick-and-mortar stores shift their focus to online sales, and social commerce is a creative way for brands to communicate and interact with their customers.

Let’s take a look at what the future of social commerce will be like in 2021 and the developments to look out for.

Brands can build seamless e-commerce experiences directly within popular social media networks using social commerce.


For the future of social commerce, strong growth is anticipated.

According to reports, more than 87 percent of e-commerce customers firmly agree that social media affects their purchasing decisions. Social trading is not a modern concept; it has existed for quite some time.

The COVID-19 pandemic, on the other hand, is helping to raise its profile and results. The use of e-commerce has increased dramatically, as has the amount of time spent on social media. When you combine the two, you have a commercial engine ready to cash in.

Maturity of social media platforms


E-commerce capabilities have been built on all major social media channels. Pinterest catalogs, Facebook and Instagram shops, and TikTok’s direct partnership with Shopify to allow online sales are just a few examples. Facebook is making significant progress in its social commerce efforts. Facebook Shops, which enables retailers to set up full-fledged storefronts on their Facebook business pages, was revealed in May of 2020.

Here is a recent success story from Slovenia where a Bird Buddy,  a smart bird feeder that notifies you of feathered visitors, captures their photos, and organizes them into collections to view and share. Facebook apps and services help smart bird feeder businesses take flight.

The business has done the same thing for its other social media site, Instagram, naming it Instagram Shops. Both of these commerce features are being rolled out to more merchants at regular intervals.

Merchants who meet the company’s eligibility requirements will use its “in-app checkout” functionality. This eliminates the need for shoppers to leave Instagram to complete their orders. It could all take place on Instagram.

WhatsApp has also been added to the mix, allowing for in-app purchases. Users will be able to browse items on Facebook Shops and purchase them directly via the chat option.

Conversational chatbots for social commerce will rise 

Consumers will spend more when their shopping experience is tailored, according to research. However, doing so at scale, particularly in social media, where you have much less control over the channel’s infrastructure, can be difficult.

Using chatbots as a solution to the personalization problem is one choice. While chatbots have limitations regarding how specific they can be, they can provide consumers with short, straightforward answers to their questions.

Future of social commerce is video and live streaming.

These days, the video makes up a large portion of social media material. In reality, video is a feature on all major social media sites. In the form of short video ‘stories.’ Video has a much higher level of viewer participation, and retailers are taking note.

Many online retailers are already using TikTok to sell their items. Users on the app are sure to be captivated by interactive videos that display the goods in action. Similarly, several businesses are also using Snapchat storefronts and Instagram Reels to sell their goods.

Influencers will drive social commerce

Influencers have become an essential part of social media and how we consume content. With the growth of social commerce, they are becoming an even more important commodity for businesses. They have a devoted following who are still listening to what they have to say.

Influencer marketing, in reality, produces as much, if not more, revenue than other forms of marketing. Influencers will play a more significant role as brand ambassadors and will be able to sell directly via their social media platforms.

Influencers and social media are here to stay. Influencers will become even more deeply incorporated into brand marketing strategies in 2021. Influencers will also help advertisers understand what their target markets want. The brands will then curate highly tailored personalized items and campaigns.


The next move in omnichannel retail is social commerce

Since several retailers have already adopted omnichannel shopping, social commerce would be the next step in the process. Retailers are now using social media to push traffic to their websites and channels. Instead of only driving traffic, they will now use the same advertisement dollars to produce revenue.

They can engage consumers and encourage purchases via social commerce without leaving the social platform they’re on. Shorter sales periods and faster sales are the benefits of this. When consumers engage in social commerce, they will make a purchase right away. Retailers would need to integrate social commerce as a channel into their omnichannel retail stack.


UGC content in social commerce will emerge

When more consumers turn to the internet for their shopping needs, social media sites capitalize on the trend. Social media platforms are increasingly investing in features that enable users to monetize their content.

Although shoppable social proof has proven to be an effective way for retailers to reach out to customers on social media, the importance of user-generated content can (and should) extend far beyond social media. Extending shoppable content beyond third-party sites like social networks and into owned channels like homepages, product pages, emails, and more will help marketers build more reliable and engaging omnichannel experiences, allowing customers to purchase no matter where they are in the consumer journey.

Organic traffic is one of the most effective ways to attract new customers. It increases the probability that viewers will prioritize you when purchasing by assuring them of your brand’s reputation.

Before purchasing from a company, today’s customers demand social evidence. They wouldn’t pick a brand solely based on its innovative advertising campaigns. Before making a purchase, they want to see people just like them engaging with your product and having a good time.

As a result, user-generated content marketing has proven to be a successful technique for connecting brands with their target audience. TikTok is a social media platform that uses user-generated content to promote social sales.




Voice and VR, the future of social commerce will become more futuristic

Every day, voice recognition technology improves and becomes more accurate. More than ever, Alexa, Siri, and Ok Google are being used to ask for shopping-related recommendations. Smart home devices are also making them more popular in many households.

Customers will use voice to browse for and explore new items, and if the ecosystem is set up correctly, they will also use voice to make purchases.

Augmented reality is another brilliant breakthrough that has the potential to change social commerce (AR). Consider this: a consumer will see how a product can appear in their specific environment. Isn’t that going to be something?


Social networking powerhouses like Snapchat and Facebook have also committed significant resources to create augmented reality capabilities that can help their sites boost revenue. Sure, the AR social commerce journey is still in its early stages, but it will quickly gain momentum.

In 2021, social commerce will continue to expand, with e-commerce and brick-and-mortar retailers using it to boost sales. The concept of social commerce would evolve in tandem with the growth of social media. 

Keeping in touch with clients is a difficult task in the retail industry—understanding consumers and how they want to purchase is required by brands to maintain relationships and inspire them.

Retailers must embrace e-commerce transformation and provide their customers with what they want: a fast, seamless experience across all sales channels.

My recommendation to retailers is to take advantage of any opportunities to interact with their customers. It will only get busier as more customers conduct product searches on social media networks.

Retailers can be in the place where today’s customer’s shop and where future customers spend more of their time with the correct approach.

By Rucha Bhalekar, Regional Communications Manager, Httpool APAC 



Welcome to the team. Remotely.

In the digital world, running an online business comes hand in hand with remotely hiring new employees and making sure they have all the tools and resources they need for success. The past year and a half has proven that a successful onboarding experience is possible without ever even having to set foot in an office.



The early bird gets the worm


It’s crucial to establish a framework for your new employee’s smooth integration into your firm and into their new role, ready for their first day.


Employees working remotely may not have access to business resources such as a dedicated workstation, desk, or computer. So, how can you help to get these tools ready for your new starter? Ensure they receive all essential items (laptops, internet devices, HR manuals, welcome kit, etc.) before their start date and communication is key –  To close the gap, talk to your new hires and find out exactly what they need for an easy transition and which resources they may be missing. 



Nice to e-meet you


Now is the time to really get to know your new employees and introduce them to the rest of the team. In a typical office situation, you’d be giving your new hire the grand tour, doing face-to-face introductions, and maybe even treating them to lunch out with the team. However, with remote working comes digital adjustments.


These interactions are still paramount for distant personnel to be integrated into the team but, how can you do this successfully? Endless zoom calls trying to understand who everyone is and what they do can be overwhelming and lead to ‘zoom fatigue’ so, keep it simple and ease them in slowly planning calls with leaders in their first week. Make up for the lack of watercooler conversations with relaxed and informal digital chat spaces to help employees understand the organization they’ve been hired into and its culture.


Why not plan a virtual happy hour or coffee break for new employees to meet their coworkers in a casual environment? Assisting new hires in forming relationships early on will provide the groundwork for your company’s long-term success.



While you’re at it, provide an organizational chart with company teams, positions, and contact information to assist new hires in putting faces to names. 


 You’re not alone


Throughout the onboarding process, frequent and meaningful communication is critical for your new employees to establish a relationship with their team and the company; ensuring they have all the tools and knowledge necessary for success.


There are numerous official and informal ways to connect with your new hires. Set aside time each week for managers to check in with their employees, providing a virtual “open door.” To make meetings more personal and boost team engagement, encourage employees to turn on their video when conferencing. 


Pulling from my own experience, my HR manager, Ayushi, sent me our pre-manual kit before my start date to ensure my virtual onboarding was smooth and hassle-free; it’s details like these that can really make all the difference! During my first month of service, I tested positive for COVID-19. I distinctly remember she gave me a call offering support during those difficult quarantine days and was in touch regularly to take a note on my health. As a new joiner, I knew I was in a good place.


Managers and HR leaders should follow up with new personnel frequently. As remote work inhibits the organic connections between individuals working together in an office, more frequent check-ins are required than in a typical onboarding procedure.


Get personal – Hold one-on-one meetings with new hires once a week to check-in and offer support.



Remote, together.


Communication should be effortless for your remote workers. In today’s workplace, sending an email and waiting for a response just isn’t going to cut it. Employ remote working solutions for communication to ensure your employees feel genuinely connected. Using messaging tools or platforms such as Workplace by Facebook or Bamboo HR helps you to stay connected with the global workforce and plan goals/tasks in line with your worldwide agenda. 


Face-to-face connections are another excellent approach to make your remotely working team feel more united. Many studies show that technology has rendered face-to-face interactions obsolete. While this may be true in some cases, technology enables face-to-face engagement in the case of remote work. Holding weekly meetings with your distant workers using video communication services such as Zoom or Skype can make all the difference to their working routine if they can’t make it into the office.


Add a personal touch – Don’t just talk about work during your weekly video sessions, to strengthen your bond and build team rapport. Why not build team spirit by joining global initiatives such as a Football or Cricket league, connecting employees all around the world.We at Httpool just planned one around the #EURO2020  for all the #Httpeople to promote a sense of belonging and cross-cultural celebration for the love of Football.



We’re not saying remote onboarding doesn’t come with its own set of issues but the future does indeed belong to those able to adapt. Preparing ahead of time and putting a strong focus on communication, feedback and training is the key to staying ahead of the digital curve.

By Justyna Duszyńska, Managing Director, Httpool Poland

LinkedIn has seen tremendous growth year over year, with recent figures estimating that users have increased by almost 50 million worldwide this year alone.

The past several months has been a breakthrough period for LinkedIn in shaping B2B communications by creating a hybrid format which embraces the shift to the digital sphere. This method enables LinkedIn to achieve set goals and targets, whilst unlocking considerable organic potential, securing them the first-choice position amongst marketers in terms of B2B communication channels, both organic and paid reach.

LinkedIn users are a unique audience, and it is important that the number of users not only continues to increase but that the users are also classed as qualitative. The platform can distinguish between the type and quality of a user based on variables such as professional status, estimated income levels, professional activity, and the industry in which they are from or interested in. The attraction for many users joining LinkedIn is the potential for professional development, career progression, network building, and personal branding. 

Furthermore, the Covid-19 pandemic has also played a role in the increasing usage of online forms of communication.  According to LinkedIn statistics, more than half of conversations now take place on the platform compared with pre-Covid figures. 

LinkedIn also benefits from influential senior level industry users whose actions and recommendations could have the potential to massively impact the development of a brand, product, or service. Leveraging this knowledge and accurately defining target audiences within marketing communications is bound to attract additional B2B marketers to desired websites. It is also worth noting the effects of successfully completed B2C goals, as LinkedIn users are also consumers after all. 

LinkedIn offers a wide range of tools, possibilities, and goals 

Marketers developing B2B communication via LinkedIn have a wide range of tools at their disposal including company websites, posts, video materials, group discussions, and of course paid advertising opportunities. Research from the Content Marketing Institute suggests that 96% of B2B marketers choose LinkedIn to build their organic reach.

There are several ways marketers can attempt to ensure they maintain a positive result from B2B marketing. Make sure authentic messages are being used in communications, maintain a high standard of materials, and skilfully adapt content to fit the desired audience. It is important not to underestimate the power of ‘word of mouth’ even in these digital times, try to encourage recommendations, comments, and group discussions. Incorporating humour into communications is also a great tool to use and helps to build a positive perception of the brand. Regularity and consistency of brand communication and image is the key to effective organic results. 

As mentioned, LinkedIn not only serves organic B2B, but also paid advertising activities as well. Research suggests that LinkedIn is the first choice among 80% of B2B marketers for advertising. This is carried out through the recently refreshed LinkedIn Campaign Manager advertising platform. This tool allows marketers to manage their ads and create campaigns according to specific marketing needs. Targeted ads are not only based on user profiles, but also according to the goals of the campaign.

The lead generation achieved by LinkedIn is considered to be the most effective compared with other social media platforms. A HubSpot study of 5,000 companies found that LinkedIn traffic generated the highest conversion rate of 2.74%, while Facebook was 0.77%. Although acquiring leads is an extremely important element of business development, 70% of B2B marketers use LinkedIn because they believe it is the most important social networking site for long-term advertising strategies.

Combining the positive results produced by paid campaigns with the ongoing Covid-19 pandemic, has continued to cause a shift towards the digital sphere, and we are witnessing an increase in B2B marketing budgets across the board. Research suggests that 40% of marketers admit a visible increase in the importance of advertising activities on platforms such as LinkedIn.* 

When planning B2B communication on LinkedIn, the initial question should be, which strategy will be more effective? Would it be beneficial to adopt a long-term strategy and invest in building brand awareness, or focus on specific sales goals and measurable results achieved immediately?  LinkedIn’s experts suggest that long-term goals and the importance of building brand awareness, may in fact become even more crucial in the coming years post-Covid.** 

One thing is certain, to achieve success marketers should use a creative and ‘multi-threaded’ approach to B2B communication, utilising the various targeting tools available, and therefore expanding their reach to all potential customers. 





*Finite Experts, B2B marketing trends in tech & Saas

**2030 B2B TRENDS, Contrarian Ideas for The Next Decade, LinkedIn, 2021

By Pankaj Jain, Partner Director, Native, India & SEA 

Faced with unprecedented levels of choice, customers become more and more picky, and their brand loyalty seems to be a thing of the past in today’s highly competitive world, with so many goods and services to choose from. Thus, a customer-centric approach is a key to success for any new business. In fact, those businesses that put the customer in the centre of their activities are 60% more profitable than those that do not. 

In addition to customer relationship management systems (CRM), countless marketing innovations were launched in 2020, driven by both technology and the pandemic that has changed every part of our lives.   In their midst, one trend stands out the most: Data.

Brands have never had access to as much marketing data as they do now, including:

  • Personal information, such as email addresses of consumers, purchasing habits, Mobile number, Device id, Device type, Number of devices used, location, IP address, time of the day, Day of the week, Content consumed, Referral URL, Referral keyword, etc.
  • Public data, such as recognizable marketing strategies used by rivals, overall shopping habits, and so on.


Here are a few data-driven strategies that brands have been using lately to drive engagement and results through digital advertising.

  • Plunge into data-based storytelling 

Facts and figures always help in channeling a consumer’s trust in a brand. But what we call ‘insight’ is the key to a consumer’s mind and heart. There are various marketing tools to monitor and measure engagement and interactions to gain the right insight.

But when combining data with storytelling, we arrive at a winning formula. Using data as a testimonial as a  starting point, stories can be built to communicate that special something to the customer, thus building the invisible bond that would become brand loyalty. 

  • The Who-What-Where

To utilize data at its best, we need first to know where to find them and access them. Once we do that, we have a world of opportunities open before us.

We will get to know ‘Who’ our consumers are – what their taste is and what has worked with them previously. This would give us an insight into our future relationship – as in, how to approach them, talk to them, and convince them for a trial.

Next, ‘What’ kind of consumers visit our site – what is their nature, what time of the day they come to our website, and the overall hit ratio. This helps us create a prototype around the current consumer data.

And finally, ‘Where’ do our consumers visit – what they search for or what they’re hooked on to, regularly. With this, we get to know the mediums or channels to reach out to them appropriately. It helps in striking the right chord on the first try.

  •  Key Performance Indicators are key to success

Having the right data is essential. But having a lot of data can be detrimental for any kind of analysis. We need to sort the right data at a fundamental level to make our life comfortable during the analysis. And this is where the Key Performance Indicator ( KPI) comes into action.

KPI is the compass that shows us the direction to head at. It tells us the nature of our communication – to drive more traffic or penetrate instantly or sustain with data funneling.

Now that the strategy is in place, we can convert the consumer data to define the KPI, be it vital revenue or campaign results, CTM or SEO, pipeline or tactical, and likewise. This helps us attain our short-term and long-term goals if we create a sustainable flowchart –

  • Customer journey is a data journey

At every point, we need to stay with the consumer. We cannot be detached from their journey. Or else we lose them. To keep up with them, we need data at every point.

We need to engage them at every point, with the correct information of their likings and passion. Each consumer has several engagements across various channels. We need to keep track of that data and its lasting results. To achieve our objective, we need to make a prototype out of their interest and interact with them through different avenues. The procedure will require a lot of attention and dedication. But the results are indeed motivating.

Overall, customer data-driven digital marketing strategy bores a more innovative way to create a lifelong relationship with our consumers. The power of data can be used to its optimal best if used correctly, with the correct amount, for the right person.

What is the real lesson or takeaway from this? The phase of marketing innovation is never-ending. You’ll never be able to consider this challenge completed, but that’s part of what makes digital marketing so exciting.



Insights & news

Leading with empathy

By Rucha Bhalekar, Regional Communications Manager, Httpool APAC

The Covid-19 pandemic has propelled the world into a unique and unforeseen new reality, in which lockdowns and confinement to our homes have become normalized. Due to these changes, we have seen a shift in our priorities and for some, work has taken on a whole new meaning.

“At the onset of the pandemic, my company’s initial concern was the impact of Covid-19 on the business, discussions then quickly moved towards the staff, and how to support their families or loved ones”.

When managing and responding to a crisis, both our strengths and our weaknesses are highlighted. Leaders who are able to be empathetic whilst maintaining their strength and governance can make a huge difference during these difficult times.

Upon the onset of the second wave, the Httpool Regional Managing Director for APAC took the initiative to reach out to staff working in India as they faced a drastic increase in Covid-19 cases. This was to ensure all staff was made aware of the resources available to fight the spread of the virus and to share the steps management was taking to keep everyone safe and connected. This gesture was highly appreciated by the staff in India and ensured they all felt supported during this time. 


Being based in India myself, I witnessed the ongoing stress of increased cases and a general atmosphere of despair in the fight against Covid-19. It can sometimes be difficult to see the light at the end of the tunnel. 

In these tough times, I believe that empathy is key.

The wellbeing and safety of a company’s employees should always be at the forefront of discussions especially when dealing with a crisis such as the Covid-19 pandemic. When reaching the end of the tunnel and coming out the other end of a crisis, leaders who possess essential traits such as empathy,  will find their teams are more driven, loyal, socially linked, and in a better mental state. 


In today’s society, all companies should prioritize the development of trust, empathy, and comprehension within their day-to-day culture. This can be done by ensuring open lines of communication exist between managers and employees, leveraging social media to drive corporate culture, and choosing the right digital channels for internal communications. Building a culture of sharing, maintaining high employee morale, and encouraging trust within your organization are only some of the desired side-effects to the use of empathetic leadership.


Nitin Nohria, Harvard Business School scholar explains that “communication is the real work of leadership”. When coupled with empathy this can certainly create miracles.

By Maris Naglis, VP Customer Success

Since its inception in the late 1990s, social media has grown at an unprecedented rate. Today, there are 3.96 billion active users on social media. Retailers quickly recognized the untapped digital user base, and thus social commerce was born. With its entry into the market in 2007, Facebook was one of the first sites to introduce social commerce-related features, and despite the fact social commerce has been around for over a decade, it has seen a new surge in popularity across recent years. The onset of the Covid-19 pandemic during 2020 also made a significant contribution to the latest era of online social retail.

According to Grand View Research, the global social commerce market is projected to hit 3,369.8 billion USD by 2028. According to the same report, it will develop at a CAGR of 28.4 percent between 2021 to 2028.

A glance at what makes global social commerce so strong

In 2020 Facebook launched Instagram shops which explicitly targets Amazon, in turn combining e-commerce with the world’s largest social media platform. The global social commerce market is expected to grow at a staggering 31.4% during the ongoing Covid-19 pandemic. Through the course of 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post Covid-19 reality.

What is social commerce?

Social commerce is far more than just selling to customers via social media channels. It in fact incorporates a wide range of factors and verticals, such as:

  • Buying in bulk
  • Shopping in a social setting
  • Apps for mobile shopping
  • Retailer social media features
  • Integration of social media shopping



Why should your brand be concerned with social commerce?

Integrating e-commerce with social media can be highly beneficial. It allows customers to search for brands via social media and discover items they wouldn’t usually look for on an e-commerce site. Brand quest, influencers, and mobile payments are all examples of social commerce in action. Moreover, China’s most successful social media site, WeChat, is heavily investing in its e-commerce ambitions, creating a thriving social commerce mini-program that attracts global brands such as Sephora, Nike, Gucci, and Armani. The WeChat mini-programs are lightweight sub-apps that help brands to reach the market faster and sell easily inside the larger WeChat platform.


This notion enables businesses to connect consumers with their products based on their social behaviors. Thanks to artificial intelligence, retailers can now harvest real-time data on customers and transform it into actionable insights. For example, imagine that a set of data indicates a potential customer is affected by the celebrity endorsements of brands such as Prada or Louis Vuitton. Therefore in this situation the company might choose to target that user directly with an Instagram ad featuring celebrity endorsements.


Social commerce promotes third-party purchases from inside the native social media experience

This is evident in the consumer’s ability to search and compare items on Facebook before purchasing and without having to view the company’s website. Another example of this would be when a customer learns of a product through a tweet or an Instagram post and then purchases it directly from these channels.


While shopping can be a social event, with groups of friends meeting to shop together, the online shopping world is not. Additionally, regardless of the end purchase, many shopping decisions require the input of more than one person, whether it is a couple, parent, child, or friends.

Online shopping experiences are constantly changing and developing, becoming more social as technology advances, especially given the increased usage of smartphones and social media platforms. Social sales generate 50% of revenue across 14 major industries. It’s a no-brainer to sell where your consumers are instead of attempting to entice them to your website.

Technology is evolving day on day. Many existing major platforms have released new tech features such as payment options on Facebook shop enabled for new markets and TikTok integration with Shopify. We have also seen the progression of new platforms and channels such as, shoppable video, live streams, and bulk buying models.

It is the ultimate goal for marketers to master their campaigns, reaching the right audience, and ensuring a frictionless buying experience for their customers. 

Additionally, consumers enjoy discovering new products on Social media, and according to IPSOS and Facebook research, a staggering 83% of the audience says that Instagram helps them find new products or services.

The main breakthrough will occur when full-fledged payment systems are introduced on all platforms across all markets. Until that point, we still have time to prepare.


By Alvaro Botella Caballero, Marketing Analyst in Snapchat, IMS & Httpool

The new post Covid-19 reality has propelled digitalisation forward by five years. McKinsey research suggests that it could take anywhere between three to ten years for us to feel that going to supermarkets is again a safe and convenient way of grocery shopping. 

Why does this matter? Because the global FMCG market size is projected to reach $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 to 2025, according to the Research and Markets Report. This makes FMCG the largest group of consumer products alongside the  production, distribution, and marketing of these consumer goods. 

Alongside the growth in the industry, FMCG/CPG also achieved notable growth in digital ad spend worldwide. Research from eMarketer shows that quarter two of 2020 saw up to a 53% increase in ad spending in the FMCG/CPG sector. According to eMarketer research, CPG advertisers in the USA spend heavily within the mobile sector, with the most popular form being display advertising on social networks and video platforms. 

In 2021 digital video advertising is expected to be the fastest-growing format in CPG ad spending, rising 17.1% to $5.54 billion in the USA alone. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising in the USA and 28.6% of its overall digital spend. 

fmcg creative 1

FMCG/CPG advertisers can Snap away to reach Gen Z members.

With over 265 million people using Snapchat daily worldwide, the app offers an exciting and effective platform for FMCG/CPG to open direct dialogs with millenials and Z generations. All eyes have been on Gen Z, the cohort that according to eMarketer, has an estimated purchasing power of $143 billion a year. 

Users on average are reportedly spending a minimum of 30 minutes daily on Snapchat. The platform offers a unique and powerful window for FMCG/CPG companies to reach younger generations. 

Some of the largest brands, including Mondelez, P&G, Reckkit and Unilever are already actively leveraging Snap ads for maximum impact. 

Johnson&Johnson successfully implemented a Snap campaign to drive efficiencies at scale, delivering over 30 million impressions, at an average CPM of $1.342. Furthermore, Clean & Clear achieved strong interests through Snap Ads with over 104,000 Swipe Ups to the website. Check out the success story here.

FMCG advertisers should not be afraid to leverage the opportunities that AR brings to the advertising world. They should instead learn to harness the power of Snapchat, and embrace the new era of consumers who will soon hold the largest purchasing power. For example, by making two friends shop for a prom dress together and add on a virtual try-on app for Gucci shoes. Look at your feet through a Snap camera to see how the latest design would fit you and then simply push a purchase button! In addition to developing such lenses on the platform, Snap is also letting brands like MLB and Nike build Snapchat AR lenses into their own apps.

To create a successful Snapchat campaign, FMCG/CPG advertisers should specifically focus on:

  • Defining the target audience, whether this be by gender, age, or hobby etc. 
  • Deciding if your campaign is to be run on a specific date, such as an international holiday. Determining and applying these targeting and media inputs will help to identify the most optimal creative execution for your campaign.
  • Determining which metrics to value: play time, shares, or conversions. Establishing this from the onset will be helpful for the creative direction and ensuring the concept matches the goal.
  • Settling on which method will be used to measure success: impressions, playtime, click through, or app downloads etc. This will aid you in selecting the most effective formats (lens, snap ad, filter, etc), and provide you with a clear overview of your campaign.

No matter what your objective is, on Snapchat you’ll find solutions to help you reach your business goals (from awareness to driving consideration), ensuring you are able to transform your campaign into a success story.

In the quickly changing world, it is sometimes difficult to keep track with the latest technologies. But being where your audiences are, is essential to any successful marketing campaign. Snapchat and its attractiveness for the younger generations thus offers an important window of opportunity for all FMCG/CPG advertisers aiming to talk to the members of the next big cohort, as the first members of Gen Z are now slowly coming of age.

Read the full #HttPaper on FMCG/CPG vertical here.

By Rohan Noronha, Httpool Facebook Lead Bangladesh,
and Tithi Chowdhury, Facebook Client Partner Httpool Bangladesh.

The new post Covid-19 reality has propelled digitalisation forward by five years. McKinsey research suggests that it could take anywhere between three to ten years for us to feel that going to supermarkets is again a safe and convenient way of grocery shopping. 

Why does this matter? Because the global FMCG market size is projected to reach $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 to 2025, according to the Research and Markets Report. This makes FMCG the largest group of consumer products alongside the  production, distribution, and marketing of these consumer goods. 

Alongside the growth in the industry, FMCG/CPG also achieved notable growth in digital ad spend worldwide. Research from eMarketer shows that quarter two of 2020 saw up to a 53% increase in ad spending in the FMCG/CPG sector. In the UK, 2020 FMCG/CPG represented a 13.5% share in digital ad spend, earning second place, following retail at 20% ad spend. In the USA, CPG will make up 14.4% of all US digital ad spending in 2020, making it the third-largest spender among the industries we cover. According to eMarketer research, CPG advertisers in the USA spend heavily within the mobile sector, with the most popular form being display advertising on social networks and video platforms. 

In 2021 digital video advertising is expected to be the fastest-growing format in CPG ad spending, rising 17.1% to $5.54 billion in the USA alone. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising in the USA and 28.6% of its overall digital spend.

fmcg creative 1

On Facebook, smaller businesses can successfully take on some of the largest FMCG/CPG brands.

Facebook’s 2.8 billion audience represents an almost limitless world of opportunities for advertisers to explore, offering the chance to win customers over to their brands, when they are at their most receptive state.

FMCG/CPG is among the top five ad spend categories across most Facebook markets within the industry. Large brands such as Unilever, P&G, Nestle, have already fully leveraged the global opportunities that Facebook advertising can accomplish.

Ten million businesses actively utilise Facebook advertising, with the top 100 advertisers in the FMCG/CPG sector representing just 20% of total ad revenue, according to CNN

Therefore, the size of your FMCG business on Facebook is not the top priority regarding advertising. The category is highly competitive, whilst offering a level playing field for global, national, and local brands. The business outcomes should be at the forefront, understanding the importance of expert teams, knowledge sharing, implementation of best practises, and the readiness to learn and develop. 

A combining creativity and measurement on Facebook is a winning formula for FMCG/CPG brands.


Advertises within this segment have learnt to refine their marketing objective and define their optimal audiences in order to solve potential business problems. Additionally, advertisers should pay particular attention to the following:

Think mobile

Advertisers should embrace the consumer shift into the world of mobiles, placing their focus on short form storytelling. In 2020 73.4% of people browsed their mobile phones across Central Europe, and people in the USA reportedly spent almost all their spare time on internet apps. Brands should be jumping onto this trend, initiating direct conversations with their consumers, and reaping the results.


Think creative

Utilising the right creative could be your token to success. A clever thought through illustration might be just what you need to ensure your campaign stands out from the crowd. Therefore it is important to focus on creative actions which can set you apart from your competitors and leverage brand building creative insights.

Similarly, creative agencies should start incorporating the ‘Facebook Thumbstoppers’ feature into their work, helping brands bring inspiration to their customers, leading to increased purchases.

Think data

Leveraging Facebook’s advanced measurement tools, advertisers should aim to develop simple and adaptable measurement strategies, doing so will help advertisers to better understand their customers, and thus allow them to make the most effective business decisions. It is important as advertisers that you balance your long-term and short-term needs, Identifying move metrics and driving brand growth.


Create and run effective tests which allow you to quickly understand and adapt to necessary changes on an ongoing basis to optimise your campaign. Conduct experiments and studies to test new hypotheses and stick with what works.

Continuously track sales level data from sampled stores and insights for their digital ROI. With a strong focus on business outcomes with multiple levels of insights linking sales with their Facebook ad efforts, advertisers should be able to maximise the efficiency and effectiveness of their efforts on this global platform. Custom Mix modelling to support Sales ROI for digital spends can provide further assistance to fine tune campaigns and achieve maximum impact.

Finally, trust the machine learning algorithms behind your ads and make the most of automated placements, bidding, and targeting strategies to achieve cheaper conversion rates.

Think multi-screen

Finally, to reach TV viewers, FMCG/CPG brands should incorporate the multi-screen aspect into their Facebook ad campaigns. A vast majority of the public reportedly use multi-screen, as opposed to solely desktop or mobile. Specific insights should be acquired to understand how best to achieve optimal campaign results using a combination of  both TV and Facebook ads.


Although there is no set recipe, various brands have achieved success in 2020. Below are a number of strategies used to make the most of Facebook advertising efforts.


And so, as we move into the next phase of the post-Covid reality, the FMCG/CPG sector will undoubtedly continue to thrive. And while pivoting will remain essential in all aspects of the business, digital commerce is one of those non negotiable elements in the mix of success. For major global brands, Facebook will continue to remain one of the main platforms to reach out to clients. For smaller brands, it will enable them to compete with the big guys. On the same terms and with the same audience.

Read the full #HttPaper on FMCG/CPG vertical here.

By Sandeep Sabharwal, Httpool Twitter Partner Director

The new post Covid-19 reality has propelled digitalisation forward by five years. McKinsey research suggests that it could take anywhere between three to ten years for us to feel that going to supermarkets is again a safe and convenient way of grocery shopping. 

Why does this matter? Because the global FMCG market size is projected to reach $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 to 2025, according to the Research and Markets Report. This makes FMCG the largest group of consumer products alongside the  production, distribution, and marketing of these consumer goods. 

Alongside the growth in the industry, FMCG/CPG also achieved notable growth in digital ad spend worldwide. Research from eMarketer shows that quarter two of 2020 saw up to a 53% increase in ad spending in the FMCG/CPG sector. According to eMarketer research, CPG advertisers in the USA spend heavily within the mobile sector, with the most popular form being display advertising on social networks and video platforms. 

In 2021 digital video advertising is expected to be the fastest-growing format in CPG ad spending, rising 17.1% to $5.54 billion in the USA alone. Digital video ad spending will make up 47.5% of CPG’s spending on display advertising in the USA and 28.6% of its overall digital spend. 

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People love to talk about FMCG/CPG products on Twitter.

What better way to advertise your products than on a platform, where they are openly discussed in an engaging manner. Statistics show that 192 million people were active on Twitter in Q4 2021, and 27% year over year growth in Twitter’s active audience. Twitter has become a home to open discussions, product reviews, and recommendations, users are actively engaging with one another. Thus, Twitter is a great platform for FMCG/CPG brands to launch new products. Join in on user conversations, provide helpful tips, and announce special offers. 

The Marketing Dive reported that Kraft Heinz, Nestlé, and Coca-Cola were among the top five Twitter ad spenders in 2019. The concentration of FMCG/CPG brands within Twitter’s top advertisers demonstrates the sheer value Twitter holds for brands in this industry. 

Most FMCG/CPG brands use Twitter to run ads and organic campaigns, however Twitter has proven particularly successful for product launches. Average results from Twitter launch campaigns include a 82% higher recall, 18% increased brand awareness, 21% increased campaign awareness, and 15% increased message association.


Heinz is one of the largest players in the FMCG/CPG Business. Upon their decision to launch mayonnaise as a new product they discovered that a heated discussion was already in motion on Twitter surrounding Mayochup, a Heinz product previously launched in the Middle East. Following this, the Heinz brand team leveraged this debate, turning the discussion to Heinz Mayonnaise, by using Mayochup as a gateway. Instead of a simple tweet to drive conversations, the brand created a Twitter poll asking users whether the product should be released into US markets, the poll required 500,000+ yes votes to bring the product to market.

As a result of this innovative approach Heinz successfully achieved a 28% increase in brand awareness. Find the whole case study here.

Innovation, proactiveness and a little bit of humour can thus propel FMCG/CPG advertisers on Twitter to win with their launches. And in the next phase of the post-Covid reality, the home of open discussions, product reviews, and recommendations, and extremely engaged members of the audience is certainly an essential part of a good marketing mix.

Read the full #HttPaper on FMCG/CPG vertical here.

By Rucha Bhalekar, Regional Marketing Manager

People are the bond that binds organizations together. In today’s decentralized work environments, coupled with organizations’ global nature, traditional internal networking practices are far from creating that feeling of belonging and empowerment that modern employees expect at the workplace.

The days of handwritten notes and face-to-face meetings as the primary means of contact are long gone and will forever remain part of history. It is hard to imagine that digital practices that we picked up so fast during lockdowns would be discarded in the post-pandemic world. Messages that are global, but more multicultural, individually meaningful, and distinctly digital are expected by today’s workforces. A hybrid model, combining in person meetings with remote work practices, will become the formula for success.

Working from home makes us more connected

For global organizations, the switch to complete digital represented an extra layer and that cherry on the top in internal communications. Companies operating across various markets are used to frequent conference calls with regional and global teams working across geographies daily. What happened due to remote work was an “aha” moment for local teams in individual markets. Only overnight, it became just as simple to call a colleague who used to share a desk with you in the office as it was to reach out to another expert in your organization sitting in a different market. 

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A mental shift happened as teams became more and more connected globally and instinctively looked for their counterparts in other markets when seeking creative solutions. This creates a stronger feeling of belonging to a global organization and opens up new opportunities for professional development and career advancement.

So what more can organizations do to make the most of the now completely digital internal communications?

Pick one platform for internal communication

Both for everyday communication tasks and important moments, the right technology already exists. Employee experience intranets and employee apps are modern tools that make the transition from analog to digital simple, and they even work together.

But amid a pandemic, who has the time and patience to have four new internal communications apps open during a home office day, which is also spread across homeschooling, cooking, and keeping sane. So choose one platform where all communication goes on and is simple to use.

Facebook’s Workplace was a natural choice for Httpool. It enables online collaboration, instant messaging, video conferencing, and news dissemination. Having used the platform for internal communications already before the pandemic, the company now relies on it more than ever. Over the past year, more than 300 Httpool staff members learned about health safety measures, advice for working from home, productivity tips, shared more than 100 product stories, news articles, participated in a Christmas intercultural exchange, and even hosted 5 live streams of discussions centered around women’s day. For many, Workplace is now the first platform to check when clocking in and the last to view before logging off for the day.


Communicate continuously and well

During an airplane flight, pilots are usually the ones who talk directly to the passengers during turbulence. They are the only ones who understand what is going on, and the passengers place the most confidence in their words. Similarly, during a period of high uncertainty, employees like to hear the facts from their leaders. 

Empowering managers to interact more authentically and empathetically can be a significant game-changer in global organizations. Having leadership talk all staff through the economic situation at the beginning of the pandemic was highly appreciated in Httpool. And so were the subsequent messages driven by the Global Human Resources teams, assisted by the company’s communicators. 

Constant and continuous communication helps employees relax and thus focus on doing their jobs rather than worrying about keeping them. At the same time, it helps boost their morale and equip them with the resources and methodologies they need to continue carrying out their missions in the new world. Fine-tuning the company direction to what each of our partners perceived as market realities, Httpool employees were quickly able to adapt approaches, and adjusted the value propositions, all while receiving constant support from the management.


Make it fun

Last but not least, make internal communications fun! Zoom fatigue is real, and unless the “extracurricular activity” sounds extremely engaging, people will not attend or feel obligated to. Poker nights, Virtual Christmas Parties with the Chief Revenue Officer DJ-ing live for the entire region, online Diwali Celebrations, Yoga and Fitness sessions, are what makes the difference. Offering a day off for all gamers in the company at the occasion of the launch of Cyberpunk, the most anticipated game in gaming history, and remotely organised health weeks were some of the exciting initiatives implemented by Httpool across our geographies.


In the second year of the pandemic, we have learned that digitalization was also propelled in internal communications for the companies who understood how to harness it. By connecting digitally, we now feel closer than ever, working together to create an absolute level playing field of opportunities for all employees regardless of their geographical location. The mental shift has happened; it is now up to us to make the most of it.