Facebook changes alter rules for viral apps
Facebook and MySpace have been one of the epicenters for viral mini programs known as apps or widgets. The functionality for these programs varies from one time challenges issued to your friends online, to complicated interactive games. Some are mere decorations while others are massive organizers for important personal information. In some of the best cases, your functionality in the app depended on the size of your network and the number of your friends which installed it. Many have had millions of instaills, like Slide’s Funspace, or Pieces of Flair by rockyou. Millions have had very few installs, however.
More often than not, the viral nature worked simply. You install the app, everyone that you are friends with becomes aware of the install through your newsfeed or direct invites, and it becomes an innocuous part of a persons profile. Every time a user visits his or her profile, the small frame of the app becomes an active user.
Recently, the controversial facebook redesign has made apps far less prominent. They now have been relegated to the “boxes” tab on a users profile, forcing a user to actively engage. It would seem as if this has caused traffic to many apps to plummet dramatically. The reverse is true for a few. Estimated app valuations have also apparetly plummeted as well.
It seems as if the second stage for apps has begun. Its no longer going to be enough to follow the viral strategy 101 and just push for installs. App makers will need to build apps that are engaging, not merely virally marketed well.
