There's an App for That!

Facebook applications allow users to really immerse themselves in the Facebook experience. They can connect and interact with other Facebook users through similar interests, games, quizzes, challenges and personal preferences. Apps are also a way to build up hype surrounding a product, event or launch of some kind.

In the film industry for instance, a production company might choose to release an application as a way to build awareness and hype about their soon-to-be released film.

There is an application directory on Facebook where users can browse through popular apps, or apps by category and 'Like' and then use the app. A lot of apps are only used once. After users answer a question, fill in clues, or support a cause, there is little left for them to do. Game applications usually engage their users for longer periods of time.

Coming up with strong marketing ideas for applications can be challenging. It's always good to first have a look at the apps that are very popular. See what it is that makes them so. Maybe it's their simplicity, maybe it's how easy it is to recommend them to friends, or how they are framed. You'll notice that a lot of popular apps ask the question 'which (blank) best describes you or your friends'- as Facebook is a platform that very much revolves around the individual, their interests, preferences, and social connections. Those marketers coming up with app ideas know that people like to answer questions about themselves.

Another app trend that does very well is prize and point giveaways. If there is some sort of reward or competitive aspect to the app, people might be more inclined to 'Like' it. Of course marketing it also becomes easier because you can sell the prize aspect of the app. For example the ad would read: 'Like' this app for the chance to win a trip to New York City.

The next step when coming up with an idea for an app is to make it relevant to whatever you're trying to promote. So if the objective of the app is to build hype about a movie then you've got to make sure that the app is relevant to the movie. Maybe the user must solve a puzzle and in order to get the answers they need they have to watch promotional footage.

The world of Facebook applications is vast. The explanation I've given here doesn't even begin to scrape the surface. Applications are worth having a play with as they are a great way to promote and engage Facebook users.


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Adaptive Consultancy is a digital agency specialising in web development, design, ecommerce and internet marketing. Services include SEO, paid search, email and social media marketing. More on internet marketing in London visit http://www.adaptiveconsultancy.com/internet-marketing/London