Yesterday, Facebook reported that mobile ads accounted for 14% share of its advertising revenue in Q3, signaling that the social network might be starting to find its way in this new channel. For brands investing in mobile advertising to drive fan growth and engagement, a pair of studies released this month lend credence to Facebook’s optimistic tone. For example, an Adobe study [pdf] finds that mobile users accounted for 24% of all new page likes in September. That represents a rapid jump from just 5% share 6 months earlier.
Still, skeptics might point to a recent slowdown in that growth rate. September’s 24% figure is only 1% point higher than August, after 4 consecutive months of much faster growth.
Facebook Pages Getting More Mobile Fans
Mobile is also bringing new fans to Facebook pages, according to a recent analysis from PageLever, that looked at more than 500 of its customers’ pages with at least 100,000 fans. That analysis finds that the average Facebook page was getting 19% of its new fans from mobile by the end of August. That’s up from 5% at the beginning of May.
Overall Facebook Engagement Soars
The Adobe study reveals that average Facebook engagement (measured this time as post likes, comments, and share) continues to surge, up by 896% year-over-year in Q3, and 53% quarter-over-quarter. That follows from similarly high rates of increase in Q2. Adobe attributes these increases to “platform changes (Timeline) made in the last three quarters, use of new acquisition and engagement metrics, and more effective social marketing by brands.”
About the Data: Adobe’s analysis of Facebook performance is based on an index derived from data captured by Adobe AdLensTM and Adobe Social. The index’s data compromises over 260 billion impressions for 338 companies in the automotive, CPG, financial services, media and entertainment, and retail industries and activity of 70 million fans.