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The Metaverse company Facebook has its latest earnings results, which shows a steady increase in both users and revenue as the platform builds on to the next stage of development and becomes an even bigger part of our everyday lives.
This is perhaps not a wonderful thing, given its impact in many respects. But Zuckerberg’s social media is still expanding, especially in emerging markets – although there are still growing signs of concern if you dig a little further into the broader numbers and notes.
First, on users – Facebook added 30 million more daily active users in the second quarter, averaging 1.91 billion.
This is in line with the first quarter, with Facebook still continuing to add significantly more users in the Asia-Pacific region, despite a slowdown and even a turnaround in other markets.
Which can be worrying. As you can see, Facebook’s DAU rating stopped completely in the US after declining in the second quarter last year, while also declining in Europe now.
This is especially problematic if you also consider the statistics of the platform’s average revenue per user:
Facebook earns significantly more from the US and Europe than in other regions. Although overall growth can be seen, a decline in usage in its key markets may be an important element to monitor.
Overall, the addition of 28 million more users, on the size and scope of Facebook, is still a major achievement. But as these markets continue to decline, it could be the company’s concern, or at least, try to accelerate its growth plans in other areas to shift the focus away from the platform’s declining popularity in its most established markets. .
Does this mean that people in Europe and the US are gradually moving away from Facebook and instead looking at other programs?
I mean, in terms of the overall usage of Facebook apps, which include Facebook, Messenger, Instagram and WhatsApp, it’s still rising.
But the numbers are not broken down by region, and it could be that Facebook itself has indeed collapsed in these markets, while negative news reports about the potential to reinforce misinformation and hate speech may also turn away more people, another point of is coming.
We do not have a specific duration in the app, but only the daily and monthly usage count (monthly Facebook users now stand at 2.9 billion). But it would seem that there is a level of reduction here.
Either way, the broader presence of Facebook is still growing, and so its business potential is still increasing. But for advertisers, the slowdown in these big markets can be an important point for your campaigns.
As could this:
“The growth in advertising revenue in the second quarter of 2021 was driven by a 47% year-on-year increase in the average price per ad and a 6% increase in the number of ads. Similar to the second quarter, we expect advertising revenue growth to be driven primarily by year-on-year price increases for the remainder of 2021. ‘
Facebook advertising prices are rising, which is another factor to consider – so while the daily number of Facebook users is accelerating, Facebook is asking for more for advertising. This, of course, is largely driven by demand, but there are again some important points that marketers need to note within the substantial growth figures. It’s not just about the broadest reach of the public, which Facebook would like to project.
On the revenue side, Facebook brought in $ 29 billion for the quarter, a new record high for the company.
Advertising remains the main revenue source, generating more than 98% of total revenue, but still sees steady revenue from its ‘Other’ bets.
Facebook reportedly has sold more than 6 million Oculus VR units, which along with sales of its Portal device are helping to boost its hardware elements, which in turn will take a leap with the release of its own. AR glassesof which the first iteration of this year is available at some stage.
This is really where Facebook wants to move now – because while it clearly still has plenty of opportunities for expansion, especially in emerging markets, it needs to move to the next major technological shift to maximize its presence and hold on to its audience.
This is where the Metaverse comes in.
Indeed, Facebook CEO Mark Zuckerberg specifically referred to both his evolving tools for creation and the Metaverse concept in his summary statement:
“I’m excited to see how our key initiatives around creators and community, commerce and building the next computing platform come together to bring the vision of the metavers to life.”
The Metaverse is still a somewhat vague concept, but the idea is that people will soon be able to use digital representations of themselves in virtual environments to communicate and engage directly in an increasing variety of ways.
This may be through virtual reality, which Facebook, as noted, already wants to build on, but it is also related to simpler examples, such as your presence in games, digital clothing that your avatars can wear, immersive AR applications that create a layer of new reality around the world, and online collaboration, which simulates real-world interaction.
Zuckerberg recently gave his own explanation for this in an interview with The edge:
“The metavers are a vision that spans many businesses – the entire industry. You can think of it as the successor to the mobile internet. […] You can think of metavers as an integrated internet, but instead of just looking at content, you are into it. And you feel present with other people as if you are in other places and experiencing different experiences that you may not necessarily be able to do on a 2D app or web page. ‘
This, as Zuckerberg notes, is in line with many of the same themes that Facebook has been working on for years, and therefore it now wants to use the Metaverse concept as a whole of Facebook ideas, which can help bring the various components under one banner.
What Facebook can also help to avoid increased regulatory action – such as divide the company into separate parts. If it’s all part of a broader Metaverse, every component will interact and Facebook will become an umbrella that includes everything.
This is probably the inspiration behind Facebook add his messaging tools, and although the Metaverse is a very different concept, it can also help in the same line and make Facebook work together as a single, all-consuming technology entity.
But it’s still a long way off – and although Facebook has done it a working group formulated to build on to the next phase right now, it’s still a social media business and one that is building stronger ties in different ways, maximizing engagement, fending off competition and making its platforms an essential to make use of in many regions. .
The figures do show that it is still generally successful, and that the number of users still 17 years in is an important achievement in itself.
However, there are some important remarks from a marketing perspective that may be hiding behind the big revenue result.
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