Back in April, New Media Age* reported that branded apps on Facebook were struggling to attract users. While I do think that any brand getting ready to jump on the bandwagon must offer something truly unique, engaging and relevant to make any headway, branded apps still hold possibilities on Facebook.
Though the initial investment to create and promote an app, according to NMA, is anywhere between £2k and £30k, brands should take a long-term view. Perhaps this is why Facebook is now reporting on monthly active users, rather than daily active users. Do you really care if your users are interacting with your app every single day?
Take a look at how the apps NMA reported on are doing now (below). MTV, which looked like a loser at 115 daily active users, looks to have gained a following. Even if you assume it was 115 different people each day over the course of the month (say 3,450 daily users), they have experienced a 50% jump in numbers in six+ months.
Other apps, such as Woolworths' Catapult Game and Handbag.com have failed to gain ground.
The lesson is that, while Facebook apps may be a risk, don't give up on them (or fire your agency prematurely!). Some may take time to gain a following.
*NMA's site requires registration.