Saying that Facebook is huge is just an understatement –  it’s literally the world’s biggest social platform. As of May 2017 the official number of active users on Facebook is 1.94 billion, an astounding 18% increase from last year! And better yet? The amount of users and engagement show no sign of slowing down, as the platform is bigger and livelier than ever.

The growth alone is great news for marketers, but there’s another important piece of information that allows us to use Facebook to it’s full potential. That is the number of users who log on through mobile devices. According to the latest data, 1.74 billion users log onto the platform using mobile devices, a 21% year-over-year increase. How does this affect user habits? On average, we check Facebook 14 times a day, and spend 20 minutes per visit. We check Facebook while waiting in line for our coffee, on our way to the gym, at home while watching TV, and during office breaks. As a marketer, Facebook on mobile devices mean potential customers can be reached at any time and any place, and who wouldn’t want that?

New ways

This new paradigm has affected the way Facebook want you and your business to interact with users. Just think of the number of times the Facebook app has been updated lately. The biggest change, however, comes from the way brands want to showcase their products and services. They’re right in thinking “if my potential audience is always on the move, I must adapt my marketing efforts to make an impact in a screen a few times smaller than that of a laptop”.

To help you adapt to the always-on-the-move users, we have put together some examples showcasing how you can make mobile devices an important part of your social strategy.


This is one of the most evident ways of using nowadays’ powerful cameras. This feature allows everyone to record a clip of whatever thing you may be interested in and post it right away. Users have seen the benefits of filming and posting videos directly from their phones for a long time. Marketers have noticed and started following this trend, as videos taken from cell phones make great ads (both due to the personal touch, and the possibility to stay highly flexible and relevant).

Messenger Ads

Texting is many user’s preferred way of communicating nowadays, so why not use it to advertise for your products? Messenger ads is a great way to make your interactions much more personal and boost user engagement.


This is the perfect example of how to use a mobile display to showcase your brand’s storytelling. When Canvas arrived, it became evident that letting the users navigate through a story was a genius move. The era of the computer mouse and non-dynamic storytelling is past us!


If Canvas lets the user discover a story with their fingers, the Carousel lets you scroll through different products and select the one you really want. In fact, Facebook reported that on average, campaigns using carousels resulted in 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image ads (source).  


Convert like never before

Facebook marketers also notice that mobile interactions increase every day, and bigger purchases can and are being made using mobile devices- This comes as a result of users becoming comfortable with shopping through the phone. Therefore, it is not strange to see conversion rates increasing on mobile devices in your campaign. Note that in order to keep conversion rates high, a responsive website and user-friendly purchase process are also crucial.

These are some of the examples we believe best exemplify how Facebook have turned into a more mobile friendly platform. We can’t wait what’s to come in the future. Whatever the outcome, we’ll be there to surf the wave!