Why is Facebook really pushing Internet.org?
Facebook is not only a popular destination for social media users, it is also a prime platform for advertising. Many brands use the site to strengthen their overall content marketing campaigns.
But as the site watches its user base continue to expand globally, it also needs to increase the number of advertisers outside of North America.
At this year’s Mobile World Congress at Barcelona, Facebook CEO and Founder Mark Zuckerberg spoke of his company’s plans to increase internet access around the world.
“Most people in the world don’t have access to the Internet at all,” said Zuckerberg.
Last year the social networking giant partnered with six different mobile companies to form Internet.org, an organisation aimed at bringing affordable internet to everyone.
However, there has been some speculation that Internet.org is simply an attempt to increase advertising in other countries.
Putting aside Zuckerberg’s motives behind Facebook’s involvement, this is a smart move from a business standpoint.
The social networking site now has over 1 billion users globally – the vast majority of whom are from countries outside North America – yet more than half of all advertising focuses only on this region.
This comes from a recent study by Marin Software that looked into international advertising on Facebook.
The study revealed that 85 per cent of Facebook users are based outside of North America, while only 48 per cent of all advertising is spent targeting outside of this region.
However, advertising spend in other regions is predicted to expand rapidly in the next few months. The study found that the Asia-Pacific region has the highest number of Facebook users, while Latin American countries have the highest level of user-ad engagement.
It is also now possible to target Facebook ads toward specific audiences based on specifications such as location, gender, age and interests.
The site is undoubtedly an effective social media marketing tool to reach online consumers, especially for brands looking to sell to an international audience.
Facebook’s involvement in the Internet.org partnership could definitely boost advertising in countries with limited internet access, but it seems likely that international advertising is bound to increase internationally regardless.
Posted by Dylan Brown