Facebook adds call to action features to mobile apps to increase engagement

Facebook is introducing additional functionality to its mobile apps including "shop now" and "watch video" in order to prevent people disengaging with Facebook apps.

Facebook: updates mobile apps features
Facebook: updates mobile apps features

The social network claims since it launched its "mobile app ads" feature thousands of businesses have taken it up and it has driven more than 145 million installs from Apple’s App Store and Google Play, but Facebook is concerned with the lack of engagement.

Some 66% of app users only open the apps between one and 10 times, according to research from Facebook mobile measurement partner Localytics.

Facebook hopes to drive further engagement by introducing features that will allow brands to integrate seven different calls to action to mobile app updates in people’s news feeds.

These actions include "open link", "use app", "shop now", "play game", "book now", "listen now" and "watch video".

Facebook claims the additional functionality will allow a travel brand such as HotelTonight to drive take up of last minute weekend getaways.

The social network said other applications could include a retailer notifying existing users of a promotion or a music app introducing people to a new playlist. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published