Facebook’s acquisition of mobile photo app Instagram is a $1 billion warning to marketers that Facebook is going mobile in a big way.

Instagram has an audience of over 35 million users and  proven expertise in developing light-weight, easy-to-use mobile apps – a blind spot for Facebook.

Of course, Facebook marketers should already be thinking about mobile. Here are some figures on mobile social networking in North America.¹

• 38.5% of women and 34.4% of men visit social networking sites on mobile.
• 58.8% of 18- to 34-year-olds and 36.3% of 35 to 54-year-olds  do so.
• 5.5% of mobile time is spent on social networks, compared to 5.4% of time actually talking!

Worldwide, over half of users access Facebook through mobile devices. But shockingly few Facebook campaign apps are optimized for mobile!

Bulbstorm apps deliver unique experiences on the desktop and on mobile. Thus, campaigns are delivered in a way consumers expect on any and all devices they use.

Want to see it in action? Click here on your computer or smartphone to see a device-optimized Facebook campaign with YouTube integration: https://apps.facebook.com/omg-video/

Here are a few use cases for device-optimized Facebook campaigns. Introduce your campaign when consumers are:

• Browsing the feed: Your fans see your posts on their desktop and their mobile device. If you’re posting links to campaign apps, make sure the apps adapt to their device.
• Shopping:  While in a physical store, 33% of smartphone-toting moms pull recipes and menus and 31% use online coupons.² Deliver product info or a coupon at point-of-sale.
• Watching TV: 19% of smartphone and tablet owners have looked up product info immediately after seeing an ad on TV.¹ Extend the ad creative into digital via mobile.

How are your preparing for the mobile era of Facebook marketing? Let us know in the comments!

1 Nielsen: “The Digital Revolution: A Look through the Marketer’s Lens”
2 Marketing to Moms Coalition: “State of the American Mom”