Facebook is on track to get one billion users. However, how many of these users are real? And what does that mean for Facebook advertisements?
In Facebook’s most recent filing, they disclosed that there are over 83 million “fake” accounts/users. They estimated that duplicates represented 4.8% of all accounts, or 955 million users. In internal estimations, Facebook revealed that user-misclassified accounts represent about 2.4% of its monthly active users (22.92 million), while undesirable accounts represent about 1.5% (14.325 million). According to the Times, Facebook said: “These estimates are based on an internal review of a limited sample of accounts and we apply significant judgment in making this determination, such as identifying names that appear to be fake or other behavior that appears inauthentic to the reviewers.”
Meanwhile, millions of businesses are increasingly relying on Facebook Ads to supplement brand awareness and promotion online. Yet, it appears that these advertisements may be a waste of time and money. According to the filing, “The loss of advertisers, or reduction in spending by advertisers with Facebook, could seriously harm our business,” BBC News reports. To which I ask, what about our businesses?
What we do know, according to Facebook, is that the percentage of accounts that are duplicates or false is “meaningfully lower” in developed markets such as the U.S. and Australia. Percentages in markets such as Indonesia, Turkey, and Egypt, for example, are substantially higher. Targeting developed markets in your Facebook advertisements will help eliminate risk and false “likes.”
Today, Facebook opened at 20 – almost twenty points lower than its IPO. Facebook needs to find solutions to retain businesses and advertisers, not only for their own sake, but also for ours.
For more information, visit: http://www.bbc.co.uk/news/technology-19093078