Disruption is one of the most overused buzzwords in business. Actually being disruptive means solving age old problems in new and exciting ways that make old approaches obsolete. Truly disruptive companies continue to deliver what people didn’t realize they wanted, in the ways they always wanted it. Radically shifting an industry means understanding trends before they become trends and capitalizing on them faster and better than your competitors.
Build to Break is a Facebook partnership program focused on accelerating rapid growth for emerging disruptors who operate on the cutting edge.
To develop this index, Facebook had worked with a select group of business advertisers on the platform: “The emerging disruptors team was specifically developed to work with the .002% of advertisers on Facebook that we see as having the potential to radically change the industries they’re serving and in some cases, create entirely new ones. We work with top direct to consumer and digital native brands and in addition to providing marketing consultation we key in on improving market share acceleration, new product expansion, competitive differentiation, and mobile optimization.”
In the study, 71% of people say they’re increasingly interested in services that save them time and effort. 59% of people sometimes consider convenience over price when choosing where to shop. 84% of US shoppers are unlikely to shop with a brand again after one negative experience.
More than 1 in 3 (35%) members of Gen Z have never had a cable TV subscription, and 64% say they’re often on their phone during commercial breaks anyway. 52% say pay TV is irrelevant now that streaming services (e.g. Netflix) are available (1.37X more than Boomers).
55% of US Instagram users say they don’t
watch TV on a weekly basis. 58% say they’ve become more interested in
a brand or product after seeing it in (Facebook or Instagram) stories. Some of the most successful disruptors are
the ones that build an active, vocal community around their brand.
A case of Customer Friction.
Another major take-home from the report is that “Consumers expect and demand mobile-first, intuitive experiences that seamlessly get them from where
they are to where they want to be. Even though businesses are constantly promising “now”—that’s not always the case. Every new step or delay in a customer’s journey creates a new cause of friction — and increases the chance a customer will abandon their journey.”
To get the full report, click HERE