Technology

Why Facebook’s Move to Mobile Matters

People are using the Facebook Mobile app more than any other app. This means they very well may be checking Facebook before the weather, before the news, before their email. People are on Facebook while in bed, in the office, on the train, even while out with friends. What this also suggests is that people are accessing the weather and the news, amongst other things, within the Facebook app, making it a mobile one stop shop.

There are over 2 billion active Facebook users worldwide, which is more than the number of Twitter and Instagram users combined. If that figure is too large to grasp, then consider this: 5 new profiles are created every second. More than half of daily Facebook users are active exclusively on mobile devices. To prove that the Facebook app dominates the average person’s time spent on a mobile device, here’s a visual:

Most businesses understand the importance of a social media presence, especially on Facebook. However, from a marketing standpoint, there are some areas that need clarification. Traffic and engagement are not one in the same. While it’s important to consider the times of day where traffic is highest, the times of highest engagement differ.

What this means for marketers is that during the highest traffic hours, your post has the potential to reach more people than at any other time. However, just because Facebook users are seeing the posts, doesn’t mean they are clicking or sharing. Users tend to click and share during the evening hours, which translates to engagement.

When it comes to engagement on Facebook Mobile versus desktop, the bounce rate is much lower on mobile. That being said, it’s no surprise that the page views per visit are higher on mobile than on desktop. What this means is that the optimization of digital brands for mobile use cannot be stressed enough. Read more about the ins and outs of a digital branding strategy for social media here.

The timing of posts and ad placement is of course not the only factor. An obvious element of ad placement in any marketing strategy is location, which doesn’t lose its importance in the digital world: Facebook mobile ads accounted for 79% of all revenue on the platform. Rather than a CPC model characteristic of SEM ad pricing, Facebook utilizes a “cost per thousand impressions”, or CPM, pricing model. This increases cost-effectiveness because of the obvious potential for reachability on Facebook mobile versus desktop.

With the advancement and increased use of smartphones and the Facebook mobile app itself, Facebook’s move to mobile is certainly not on the decline. Think about the many times of day and situations when you use mobile devices. Even when a desktop is an option, using a mobile device is a preferable convenience. Facebook mobile is window of marketing opportunity for businesses that is only growing wider in the years to come.

by Victoria Page

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