Now that the dust has settled over Facebook's Q2 earnings results and the resulting share price changes, let's look at what the latest results mean for brand marketers. No, not whether brand owners should speculate in Facebook stock, but instead what user behavior trends and which successful Facebook products should brands be investing in over the next six months?
The mobile story was, once again, the leitmotif of the earnings result. But this time, instead of just reporting continued user growth (there are now more unique visitors for Facebook on mobile than on desktop), there was significant monetization growth to report, too. Mobile now represents more than 40 percent of all Facebook's ad revenue for the most recent quarter, and Zuckerberg indicated he expected mobile revenue to exceed desktop "soon."
So, what should brand marketers look at here?
Brands that are challenged for content should look to investing in their fan base to help them create that content. There are myriad creative ways to ask for fan participation on Facebook, and indeed on any social platform, all of which, when done well, create shareable, authentic content that looks great in the mobile news feed. Brands that build compelling engagement experiences and apps that ask to participate with photos, videos, stories, answers, or votes will have at their disposal varied, authentic, and engaging content to promote across the mobile news feed, and which also offer the opportunity for organic shares through natural social behavior.
Facebook has shown real innovation with in-news feed advertising. It has completely integrated advertising with the user experience, creating a uniquely continuous experience for the user, and for the brand in developing creative experiences. Just as mobile is pivotal to Facebook's future, it is also pivotal to the future of social brand marketing overall. There's never been a more important time to invest in the mobile consumer and study the mobile consumer's journey, both on Facebook and throughout a brand's entire digital experience.
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Roger Katz is the CEO and founder of Friend2Friend, a social media technology and solutions company that works with global brands and media agencies. Launched in 2007, Friend2Friend works with over 100 global brands through its offices in San Francisco, New York, Los Angeles, and Barcelona, Spain. During Roger's 20 years working in marketing, strategy, and social media, his career has included management and consulting roles at companies such as Photobucket, Agilent, Brocade, Quantum, Bell Labs, and Pacific Community Ventures, as well as a number of startups. Behind his marketing mind lies deep engineering expertise. He has engineering degrees from Michigan State and UC Berkeley and an MBA from Wharton. He's a cycling fanatic, aspiring guitarist, and (slow) swimmer.
March 19, 2014