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An Overview of Facebook’s Marketing Initiatives

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Jan. 11 2018, Updated 7:35 a.m. ET

Over 5.4 billion subscribers across Facebook platforms

Facebook (FB) reports more than 5.4 billion monthly active subscribers among its various digital properties. The flagship Facebook site and app had roughly 2.1 billion monthly and 1.4 billion daily users, respectively, at the end of 3Q17.

WhatsApp, Messenger, and Instagram have 1.3 billion, 1.2 billion, and 800.0 million monthly subscribers, respectively, according to the most recent updates.

In contrast, Twitter (TWTR) finished 3Q17 with 330.0 million monthly users, while Snap’s (SNAP) Snapchat closed the quarter with 178 million daily users.

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Driving understanding and usage of Facebook services

Speaking at a recent technology conference organized by Wells Fargo, Facebook’s chief marketing officer (or CMO), Gary Briggs, shed light on his role at the social media giant. Briggs suggested that even with more than 5.4 billion subscribers across various Facebook platforms, having a huge audience is one thing and creating value out of that audience is another.

At Facebook, the CMO is tasked with ensuring that users on Facebook’s various digital platforms understand and use those platforms more thoroughly. Focusing on these areas has helped Facebook maintain a high subscriber retention rate.

Briggs joined Facebook in 2013, becoming the company’s first chief marketing officer. Before joining Facebook, Briggs worked at Google (GOOGL) and IBM (IBM).

Improving subscribers’ financial worth

Improving subscriber knowledge and encouraging platform usage also appears to contribute to the greater financial value of its subscribers. Facebook’s worldwide average revenue per user (or ARPU) rose 26.4% year-over-year to $5.07 in 3Q17, as illustrated in the chart above.


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