Essentially, the performance of Facebook marketing relies heavily on the performance of Facebook itself. The company has recently released their Q3 financial report, and things are looking good for advertisers. Obviously, with Facebook we are always dealing with large numbers, and it can sometimes seem a bit overwhelming. However, with their new numbers, marketers can rejoice knowing that Facebook advertising is only growing. For the entire quarter, the total revenue was around $1.26 billion, which no matter what is a pretty exciting number to see for any given company.
It’s easy to understand how Facebook has managed to reach such significant numbers, being that it has been at the forefront of many marketers’ campaign planning for quite a while now. So, though it is exciting, this $1.26 billion revenue mark for Facebook, which is a 32 percent from Q3 of 2011, is really no surprise. Ad revenue accounted for $1.09 billion of the total, which is a 36 percent increase from this time last year. So, if you do a bit of simple math, this means that advertising is now representing 86 percent of Facebook’s total revenue. Facebook must be doing something right for its advertisers, because a lot of them are hopping aboard.
However, while these ad revenue numbers are all well in good, the real focus should be on another of today’s newest marketing trends, mobile. Facebook’s mobile advertising efforts have been growing steadily for a while now, and it shows in their Q3 report. A total of 14 percent of the company’s ad revenue came from its mobile platform. While Facebook has certainly struggled with their mobile marketing efforts, it seems that growth is still happening, and it is happening with success.
As proud as I am that a billion people use Facebook each month, I’m also really happy that over 600 million people now share and connect on Facebook every month using mobile devices,” said Mark Zuckerberg, Facebook founder and CEO. “People who use our mobile products are more engaged, and we believe we can increase engagement even further as we continue to introduce new products and improve our platform. At the same time, we are deeply integrating monetization into our product teams in order to build a stronger, more valuable company.”
There is not much to report in the way of bad news for those who are marketing with Facebook. Everything seems to be on the up and up, and most analysts were proven wrong with this report. People often doubt Facebook, saying that a company’s whose sole purpose was initially a place for people to connect socially could never have what it takes to become a successful advertising outlet. Well, with these numbers it is kind of hard to say that anymore. Facebook advertising is doing substantially well, and sits amongst the top, at least in the way of social media marketing. Since the reporting of these Q3 results, stock in Facebook has gone up about 8 percent, as those who lost faith in the company had it restored.