Having rolled out Timeline at the end of last year, Facebook followed up in mid January by letting third-party apps integrate with the reverse-chronological scrapbooking feature. Apps like Pinterest, Yahoo News and Fab began letting you post stories that stay as permanent reminders of news stories, designs, photos or anything else that you experience via a web or mobile app.
What difference is this making for developers? The early results are in, and according to Facebook data, Timeline is creating some new usage, particularly for non-gaming apps.
Here are few stats to illustrate this, based off of numbers provided to us by Facebook, and/or from the AppData app tracking service for monthly and daily active user numbers. Note that not all of these numbers are strictly from Timeline, but also other Facebook integrations.
Myspace, the old Facebook rival that has since refocused on music and incorporated Facebook as a way to sign in and share, has gone from 900,000 to 1.6 million monthly active users in a month. These 700,000 new users appear to be the majority of the 1 million registrants that the company has said it has gained since launching the new music player roughly two months ago in December.
Yahoo News, which lets users share stories on their timelines, has gone from 6.2 million MAU to 15.8 million. And unlike MySpace’s minimal daily active usage growth, the news site’s DAU is up from 1 million to 2 million. Yahoo News actually starting doing a bunch of Facebook integrations last year, and according to the two companies, around 2 million “reads” are shared from Yahoo to Facebook every day.
Hot image-pinning site Pinterest has proven to be a natural fit with Timeline, since the site is entirely oriented around scrapbooking anyway. Sticking Pinterest items in a Timeline has helped get it nearly 10 million monthly and 2 million daily active users on the site — both numbers are close to doubling from a month ago, AppData shows. However, the company is also growing on Facebook for a variety of other reasons, including the way it slyly gets users to add all of their friends via email.
And outside of news, social e-commerce company Payvment is getting more users for its Shopping Mall app, with MAU going from 700,000 to 1.3 million in the last month. The company says that Timeline is generating only 9% of its Facebook impressions, but driving 50% of its referral traffic (the Ticker is providing another 40%). Design site Fab is quite small, but also growing.
As Facebook likes to say about everything it does, this is just early days for Timeline apps — in this case it’s particularly true, because the feature is so new. So developers, particularly people trying to drive traffic and sales through evergreen content that people identify with closely, think about ways to plug into this new usage.