Facebook Growth Strategy Marketing Techniques – Case Study
As the largest and best recognized of all the social media networks, Facebook’s rise to prominence has been nothing short of meteoric. The site was founded in 2004, reached 100 million users in 2008, and broke 1.11 billion members in March 2013.
It is generally accepted that Mark Zukerberg and his team were growth hacking before anyone was even using the phrase. Much of this was accomplished by a corporate culture unlike any other seen at the time.
Every employee at Facebook was involved in brainstorming the success of the endeavor. The constant drive was for easier, newer, better ways to enable participation via an intuitive interface that allowed for ease of sharing and a high viral reach.
This included making the social media platform available in as many different languages as possible. The funnel to draw in new users was incorporated at every level of the Facebook product.
Everyone at the company had to understand and use the product to sharpen their understanding of how the consumer would engage in the same activities.
No division within the Facebook internal structure was any more important than any other, and all were charged with the philosophy of KISS — keep it simple, stupid.
Although there have been notable departures along the way, with alterations to the look and feel of the interface that led to a user outcry, the Facebook team simply adjusts on the fly. They have no difficulty rolling out or rolling back changes.
There has consistently been a sharp focus on the design of the user experience, including an effort to remove distractions. One of the biggest innovations was replacing hyperlinked text with colored buttons when it was discovered that the buttons returned a higher rate of response.
Then, however, Facebook set about researching and testing how the buttons themselves worked, playing with image size, font choices, and colors. The quest became finding the most clickable button possible.
Calls to action on Facebook have built-in social pressure, which is why the “like” button was such a game changer. It is simple, low cost, and incredibly powerful.
As the user culture of Facebook developed, people began to feel compelled to “like” this or that item rather than appear disengaged in the lives of their friends. This subtle social pressure was highly instrumental in growing Facebook and remains so today.
Now, just as many people like and share the paid elements of the site and business content as they do the personal elements. Interestingly, there is also a growing demand for a “dislike” button.
Some users are particular about the curation of their newsfeed and others are not, but the point is that every 20 minutes on Facebook 1 million links are shared. In 2013, Facebook’s revenue was $6,150,000,000.
The site is not just one of the great Internet success stories, but arguable THE great story. Although growth has slowed somewhat, there is no question but that Facebook is now self-sustaining, increasing its user base at a rate of about 22% per year.