What do the latest Facebook App Updates mean for your brand?

After a three-year break, Facebook finally held again its F8 software developer conference in San Francisco on Wednesday, where the company announced a slew of major updates focused on providing stability to its development ecosystem while giving users more control over their information. We took a look at some of the new products and changes and what they mean for your brand.

New Facebook Login Experience

The updated Facebook Login now gives users more control, on a line by line basis, over what information they share with apps and what their friends can share about them. Additionally, Facebook implemented a Login Review Process, in which Facebook has to look at and approve apps that request permissions beyond public profile, e-mail and friend list.

What this means for your brand?

1. Think about your key objectives

Now that users have more transparency of and control over what information they share, it is even more important to identify the key objectives of your campaign and only collect information that is actually relevant

2. Factor in extra time for development

Apps that implement Facebook Login will automatically get access to a person’s public profile, friend list and email address. These three permissions do not require any approval from Facebook since the app’s user will choose whether they want to grant access to this information. But any apps that want to access additional elements of a person's Facebook profile (read permissions) or to publish content to Facebook on their behalf (write permissions) will need to get approved by Facebook through the Login Review Process. Brands will need to budget in extra development time for such apps.

3. Expect a higher app traffic

The improvements to the user control, along with the new Anonymous Login (see below), are likely to create more Login conversions for your apps. This assumption is made based on the 10% increase in Login conversion that occurred over the past year since Facebook changed its Login to clarify when an app requested permissions.

Anonymous Login

Facebook launched Anonymous Login, which is a new way of putting users first by allowing them to sign into apps and websites without sharing their personal information from Facebook.

Log In Anonymous
Log In Anonymous

What this means for your brand?

1. Leverage the new opportunity

With the old Facebook login, your apps that required permissions may have missed opportunities with users who didn’t want to share any personal information. With Anonymous login, users are now able to access your apps without sharing information. This creates opportunities to reach more users.

2. Pay attention to your new users

Apps will need to be better designed with two user groups in mind: authenticated users and anonymous users. Authenticated users will obviously benefit from a more personalized experience, but anonymous users can become potential users.

3. Plan for incentive to upgrade

Since Anonymous users can easily upgrade to the full Facebook login experience, apps should provide those users with quality experiences and incentives to upgrade

4. Collect new data points

Apps will still get the benefits of Facebook identity verification, but may lose the ability to collect some data if users opt out. Therefore, app usage and upgrade conversation will become important measures of engagement.

A more stable platform and Graph API 2.0

Facebook announced API Versioning and a two-year stability guarantee for core products (e.g. Login, Sharing, Requests, SDKs and frequently used Graph API endpoints), which means Facebook will continue to support previous versions of apps for at least two years even if they introduce platform updates or new features.

Facebook also introduced its next version of Graph API (2.0) and added new elements, including issuing app-scoped user IDs instead of original IDs for extra security, a test app framework to easily preview apps, a Social Context API that can surface a person's friends' activity, a Tagged Places API for apps that use the places where a person has been tagged and a better way to tag and invite friends in stories and app invites.

Graph API 2.0
Graph API 2.0

What this means for your brand?

1. Enjoy stability

After years of Facebook-deployed API changes that broke API-reliant apps, your apps will now benefit from more stability.

2. Utilize new Graph API 2.0 features

Since the core API will be available for at least two years, it is worth investing in new features of Graph API 2.0.

These changes are proof that after a decade of existence, Facebook is maturing and shifting its focus from speed to efficiency and dependability for its 1.28 billion users. Mark Zuckerberg said on stage that Facebook’s mantra has changed from “Move Fast And Break Things” to “Move Fast With Stable Infrastructure.” We can’t wait to help our brands leverage these changes to make the most of Facebook’s forward-thinking developments.

Stay tuned for our next updates about other major F8 announcements affecting mobile users and ad products.