Facebook Mobile News Feed Has More Ads than Desktop
Facebook on a mobile device doesn’t have a “right hand rail”, so it makes sense that there would be more sponsored content in the News Feed as a percentage of overall vertical space than the equivalent, so as a followup to my last post where I saw 4x more organic content in my desktop News Feed, I decided to take a screenshot of the mobile NF and have it analyzed the same way. Not only was there more branded/page content as a proportion of total content on the mobile News Feed (36% interests and 64% friends) but also, the amount of sponsored content was about (50% of non-friend content) 18% of total News Feed content. The additional category of app install ads makes up a lot of that difference. In my feed on my iPhone 5, three apps were vying for an install, NFL Mobile, GymPact and THE Football App. PetSmart, Kraft and GoDaddy had non-install sponsored or “suggested” posts. The 7 organic posts (the 6 paid ones took on average, slightly more real estate per post) were from Spartos, Tony Robbins, James Patterson, Rugbydump.com, Metallica, ExactTarget and Zillow.
Now one thing to point out is that organic/brand/page content is stuff I’ve said I want to hear about. When I “like” a topic, brand or interest, I’m signaling that I want to hear more about it, so what’s most notable is the weight that the algorithm gives organic non-friend content versus friend content. This likely varies based on what you like, how often those pages post, whether what they post is relevant to you (liked, shared etc.) and what your overall activity profile looks like. Here’s the really long image of the News Feed with red, green and blue shown: