Can Facebook Teach App Developers User Engagement?
Facebook (NASDAQ:FB) unveiled a new promotion for advertisers on its mobile app, giving app developers the option to not only advertise their apps to drive more installs, but also promote user engagement in the apps after they’ve been downloaded to a user’s device.
According to an announcement posted on Facebook’s website on Tuesday, getting users to install an app is only the first challenge app developers face. Facebook believes its new ads will help promote user engagement with other apps a Facebook user has installed on his or her device. Research cited by Facebook showed that after downloading an app, 66 percent of users only open the app between one and 10 times.
“Now mobile app ads can keep existing users active within your app, even after they install. You can now use deep-links for your mobile app ads, letting you direct users to a customized, specific location inside your app, such as a sale, promotion or specific content such as a new album or hotel listing,” Facebook said in its note to app developers.