Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
What Facebook’s Great Unbundling Means for Mobile Content Promotion
Posted on April 23rd 2014
Mobile Internet usage is poised to overtake desktop usage, and that means that a brand’s content promotion strategy has to do more than include mobile—it has to make mobile a central element. With Facebook’s massive mobile user base, how should brands handle this latest move?
Big Blue breakdown
What GigaOm writer Matthew Ingram calls the Great Unbundling of Facebook is a shift of focus from desktop to mobile. It follows a trend that reveals 1 billion active users on mobile, and their desire for apps that allow them to perform a single task at a time: taking photos, messaging friends, searching for ecommerce sites, reading news. By breaking a large, noisy platform into digestible bites, mobile users can have a clean and uncluttered user experience with Facebook without a large, noisy platform to distract them.
What single apps mean for mobile content promotion
With more than half of all Internet traffic coming from mobile—and with Facebook planning to announce a mobile ad network at the end of this month—the move to unbundle forces brands to think about how to reach their target audiences with content. How can a brand leverage mobile audiences and deliver the best content?
Learning to navigate Facebook’s new unbundled apps might offer a path toward reaching audiences effectively and consistently. Concentrating on content that’s shareable, simple and supportive is the best way to take advantage of mobile apps; but finding ways to work paid promotion into strategy will be more important as mobile audience share grows.
Think mobile when creating content promotions
Mobile audiences and traditional digital audiences are often the same, as users consume the same content across devices. Keep that in mind when crafting a paid promotional plan. But it’s also important to remember that apps give mobile users flexibility in where and how they consume content.
Apps like Instagram and WhatsApp rely on images and instant messages. Twitter’s platform focuses on short messages that allow users to share links, images and other information. The common threads for apps like these include the ability to share. So brands need to create content promotion that’s image-heavy; photos and graphics that are clickable can lead to more complex content for users to view later.
When using text, the simpler the better. That doesn’t mean there’s no place in mobile for advanced content; it just means that the calls-to-action used to entice clickthrough should be clear and concise.
Finally, data is just as important for mobile content promotion as it is for other digital marketing. Research the sites your target audience visits via mobile, the apps they use and how they use them, and how they share content via mobile.
As Facebook goes, so goes the rest of social media, and Facebook’s revenue future is in mobile. Marketers who are ready to focus on mobile will be preparing for the future.