Over the weekend, Facebook announced that there are now more than 100 million people using Facebook For Every Phone each month. This is an important milestone for the social network, as well as for advertisers hoping to reach audiences in emerging markets.
Facebook For Every Phone is a native mobile app that’s faster than the mobile site and feels more like a smartphone app. Currently it’s compatible with more than 3,000 different feature phones, which are used by most people around the world, especially in developing areas like India, Indonesia, and the Philippines.
The company recently began selling ads on its feature phone platform through a “feature phones only” placement option. The only type of News Feed ads not supported by feature phones are Mobile App Install Ads, for obvious reasons. Although these ads likely won’t make a ton of money for the site, it does help by providing a consistent experience across the globe.
This announcement might not seem that impressive — considering Facebook’s smartphone apps see more than 751 million monthly active users — but it’s a great statistic for international marketers. Look at it this way: The social network currently has over 1.1 billion monthly active users, meaning that about one in every 10 people who use the site do so from a feature phone.
For advertisers, being on feature phones is critical to reaching the majority of consumers in India, Indonesia, and other emerging markets. Now that you know the audience is there, it’s time to start customizing a new strategy.