The composer is now a mini-storefront for apps, like a featured spot in the App Store. And the composer is also like a folder on your home screen — but instead of digging through a slew of apps, they're right at your fingertips. The apps you use the most will stay pinned to the top of the list, with suggestions from Facebook on apps to download just below. But discovery will also be organic: When your friend sends you a Facebook message with content created in another app, the sound clip, GIF, or meme will have an attribution below — a link that will let you install the app or open it to compose a reply if it's one you already use.
When I recently spoke with Facetune cofounder Itai Tsiddon, he told me that Facebook's app install ads were a significant driver of growth — in fact, Facebook uses Facetune as a case study for how install ads can immediately boost an app's popularity. Tsiddon plans to pursue a similar Facebook ad strategy with his team's new photo-editing app, Enlight.
If Facebook Messenger can drive people to use they apps they install, then its install ads will have more power than ever. Messenger Platform is a big play that works for Facebook, developers, and you.
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