Go-mobile era and dominance of Facebook Inc. (NASDAQ:FB) in social media front has paved a way for large number of Facebook mobile users. This has indeed led to increase in referral rate to website of brands/firms through ‘Facebook on mobile’. According to a report by shareaholic, which studied 200,000 publishers who reach more than 250 Million users every month, mobile referral rate through Facebook spiked up by whopping 253.25%, between September 2012 and September 2013. Facebook contributed 10.37% share of overall social media referral traffic rate to websites in Sept’13, out of which 2.37% is from mobile platform.
Brands Must Adopt ‘Mobile First’ Strategy
Social media referral rate, especially through Facebook, has emerged as most important marketing tactics when it comes to driving referral traffic to a company’s website. Facebook’s overall referral rate growth increased by 3.84%, out of which Facebook mobile alone grew by 1.98%. Facebook’s mammoth monthly active mobile user-base of 874 Million and increasing Facebook’s referral traffic rate has forced most of the online firms to adopt mobile first strategy.
Facebook’s referral traffic rate on mobile platform has increased significantly from 0.79% in Sept’12 to 2.77% in Sept’13. Brand engagement by users on mobile Facebook has increased significantly due to various user-friendly initiatives by Facebook. People are more addicted to mobile and they spend major part of their leisure time on Facebook (on mobile platform). To enhance its performance on mobile Facebook has introduced several features for advertisers to help them to adapt well on mobile Facebook and reach their target audience with engaging Ads.
Brand engagement by users can be in form of likes, shares, follow and comments. On an average a user likes nearly 80 brand pages, which shows the people love engaging with ads on Facebook, provided Ads are clearly visible and engaging on mobile platform and are backed by rich media content, offers & incentives.
A staggering 4.5 Billion likes were recorded until May 2013, which is 67% more than 2.7 Billion likes/day as per May 2012. These numbers clearly signify how Facebook has competed well in adapting to mobile platform because of which advertisers are investing more on mobile ads and users too are engaging with brands on Facebook mobile. Number of ‘Shares’ on Facebook recorded as per May 2013 were whooping 4.75 Billion, which is 94% more than 2.45 Billion, as per August’12. People prefer sharing their brand engagement experience on Facebook and recommend the same to other friends and users.
It is important for brands/firms available on Facebook to design mobile optimised website. Mobile optimisation websites are meant for tablets, smartphones only with a better representation of websites on smaller screen. Users generally hate zooming, straining their eye sight to read tiny text of website on mobile device. Mobile optimised website doesn’t require users to pinch and zoom to read text or view pictures, videos. The rich media content is optimized for quick loading and the content is clearly visible for better effects.