Facebook’s Earnings Report: What You Need To Know For Your Marketing Campaigns – The Buyer’s Journey 47

All this week we’re focusing on the earnings reports of the platforms we work with the most in our advertising campaigns. That includes Facebook, Instagram, Twitter, Google, Snapchat, Amazon, Spotify, and LinkedIn. We’ll be looking at the numbers and explaining what is most important for your marketing campaign. Today, we’re looking at Facebook’s earnings report and we’ve got a breakdown of everything you need to know.

Numbers, Numbers, Numbers

Here are a couple quick-hit numbers on one of the largest social media platforms.

  • Facebook’s monthly users went up,  reaching 2.38 billion monthly users, up 2.5 percent from 2.32 billion in Q4 2018.
  • The platform has 1.56 billion daily active users, an increase of 2.63 percent from 1.52 billion in Q4 2018. 
  • Facebook recorded earnings per share of $0.85 compared to estimates of $1.63 EPS (TechCrunch’s Josh Constine points out that’s because Facebook set aside $3 billion for an potential FTC fine that is still being worked through).
  • Facebook is maintaining a 66 percent daily to monthly user ratio. The platform also added 39 million daily users, compared to Snapchat’s 4 million in Q1.

The Big Redesign

All of the success within Facebook’s earnings report come on the heels of a talks of a new redesign. Mark Zuckerberg has spoken about wanting to shift Facebook from a town-square to a living-room environment. One way Zuckerberg believes Facebook can do this is a redesign of their desktop site (example below).

As Len points out, however, redesigns aren’t always just for the user experience. Redesigns can also help change how elements appear, especially ads. Facebook ads have been seeing decreased impressions, perhaps this is one way to tackle the issue.

In addition, Messenger and WhatsApp stories have hit the 500 million daily active users mark, which Instagram hit in January. “Stories are an increasingly important growth opportunity,” said Facebook COO Sheryl .“We are helping advertisers keep up with the shift in how people are sharing just as we did with mobile.” She says that Facebook now has 3 million advertisers using Stories across Instagram, Facebook, and Messenger.

Check out our next episode where we’ll discuss a news article covering the Consideration stage of The Buyer’s Journey.

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