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Study reveals Facebook’s massive reach on third-party sites

Chart of the Day: 47% of the 100,000 most popular sites now contain one or more Facebook technologies, giving Facebook unprecedented access to data and web traffic.

The results of a recent study from SimilarTech shows the scale of Facebook operation beyond its own domain, with insights on the platform's reach and exposure through the use of Facebook technologies, giving Facebook its competitive edge on audience data and referral traffic to its site.

This enormous audience reach has been achieved through the widespread popularity of the company's technologies and plugins such as ‘share buttons’ or ‘comment boxes’ on 3rd party sites which deliver traffic to Facebook and strengthens the presence of the Facebook brand across the web.

The most popular technologies from Facebook being used on the top 100k sites are Facebook Connect, followed by Facebook Social Plugin and Facebook's Like Button. 

market-penetration-of-facebok-software-across-top-100-k-sites

While Facebook web technologies are present in almost any content-oriented site on the web, for the first time we are able to see the magnitude of their operation in terms of reach.

Considering Facebook's brand reach resulting from the visits to the sites currently using Facebook technologies, the exposure of Facebook grows tenfold. Facebook is indirectly accessed by more than 300 billion visits in Sept 2016 which were exposed to Facebook products on 3rd party sites.


traffic-to-sites-from-sites-linked-to-facebook

The Facebook Social Plugin is present in more than 17 million websites, making it their most widely used technology. It’s important to take into consideration that while some Facebook technologies such as Facebook Comments are embedded in fewer sites (1.3 million), many of the domains where they are used are major media outlets such as USAtoday.com, Politico.com, NFL.com and Vice.com  

amount-of-sites-using-facebook-technology

Facebook's online presence seems stronger than ever and it shows no sign of decline, especially when they have managed to create technologies which sites across the web have become so dependent on.

Read the full research findings on this link.

By Robert Allen

I was the Editor of Smart Insights between 2015-2017. I managed the blog and you will find blog articles on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn. The new Editor is Carolanne Mangles.

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