Brands must stand out to succeed on Facebook


A recent article in NMA has announced ‘poor levels of user take up for branded applications on Facebook’. Branded applications for MTV, Warner Bros and Woolworths were found to have as little as five daily active users. Similarly, applications from Boomerang promoting Fraggle Rock had 31 daily active users and applications for BBC Torchwood, iPlayer and BBC Weather have a combined average of 120 daily active users.

Whilst these examples show bad results for Facebook applications, many have had a great success. We think that the key to succeeding on Facebook is to stand out from other applications. Brands shouldn’t just jump on the bandwagon and create any old Facebook application – they should plan it as they would any other media. Creating something that users will be interested in and find useful, fun or entertaining is key.

The full article can be found here – however you will need to have a NMA subscription to view it…

http://www.nma.co.uk/

  • neoco

    It’s weird how this things work sometimes… like there are two very distinct curves. I remember 6-12 months ago we were really pushing Facebook apps to clients and then it slows right down. Suddenly everone is talking about Facebook apps again as the second wave of clients catch up.

    Facebook apps are just like every other (2.0) media channel lifecycle to date:
    1) consumers get what we’re given and like it
    2) consumers (as creators and users) then get given access and swamp the channel with remakes of everything – ooh a personality quiz like we used to do as a viral but now it’s an app! (remember that before that we done it on email!)
    3) channel gets flooded with crap as consumers (as creators and users) run out of the old ideas and try to fit in new ones.
    4) novelty wears off. consumer rebellion – lead by the cool lefties!
    5) main brands catch up and start at point 2 – except consumers are now looking for apps that actually contribute to their experience.
    6) everyone moves to new platform :-D

    so what’s the next platform?

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