4 Things Marketers Need to Know about Facebook Home

Apr. 05, 2013 | by Amanda.Peters

Facebook’s long awaited mobile product, Facebook Home, is not about a new phone but about making Facebook a content platform for a mobile audience. Brands would do well to start thinking hard about how they’ll develop engaging content for a mobile audience on Facebook.

For consumers, yesterday’s announcement about Facebook Home was an obvious play to get a mobile audience to spend even more time on Facebook than ever before. While mobile experiences are currently centered around apps, Facebook’s aim is to center the experience around people. The focus on people is executed through features like the Cover Feed and Chat Heads that allow for more seamless engagement with content including messages, SMS and Facebook posts.

While it’s clear how these features will further engage users (and boost time spent on the platform), it’s not initially as obvious what the implications are for brands although creating engaging content (not ads) for a mobile audience is a pretty good place to start building some assumptions. Here are the four implications brands should start thinking about now:

1.  Facebook Home isn’t about a new phone but about making Facebook a content platform for a mobile audience. As Mark Zuckerberg was quoted as saying, “We are not building an operating system. We are building something that is bigger than an app … We want to shift people’s focus on phones away from apps and towards content.”

2.  The Facebook Home Chat Heads feature should excite content creators because Chat Heads helps keep users within a specific app or on a mobile site, ultimately increasing time spent with that content.

3.  The Home Cover Feed focuses updates and posts from friends. If Facebook allows Cover Feed updates from brand Pages to appear, brands will be compelled to share even more personal and authentic content. An open question is how Facebook determines what content to share in Cover Feed versus News Feed.

4.  Facebook Home focuses on the audience experience and seems like an easy way to get consumers to spend even MORE time using Facebook. Although today’s news about Facebook Home focused on consumers, brands should quickly understand how to adapt to the way audiences interact with content on Facebook Home. Given how some consumers are feeling about seeing ads in News Feeds, it would be hard to imagine that advertising would show up in the Home “Cover Feed.”

Is Home a Home Run? We’ll see on April 12 when it becomes available for download on select Android devices.

— Amanda Peters, head of the iCrossing Social Media practice

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    • Facebook Home: A Home Run for Marketers? | MAKe Marketing

      [...] it’s installed in, users will have to work slightly harder to access their apps. The effects? Users may start using apps outside of Facebook less than they did before. So if you’re planning on putting all your resources into developing an App, you may want to [...]Apr 10, 2013 12:54 am

    Please note: the opinions expressed in this post represent the views of the individual, not necessarily those of iCrossing.

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