After analyzing the Facebook apps of 150 popular pages in the US, UK, and France, Neolane was able to understand how they use social opt-in.
First things first though, what exactly is social opt-in? It’s an app that requires certain Facebook profile information; usually name, birthday, and email address, in exchange for access to the app.
So far, one in four Facebook brand pages have an app that requires a social opt-in. That’s 28%, 19%, and 24% in France, the UK and the US respectively. Most of these apps are games, contests and service, making them among the most popular variety of apps in all three countries. On the other side, 20% of worldwide apps don’t ask for anything at all. They just get the basic public info: location, gender, age range and language.
Opting-in opens up a whole wide world of apps, but sharing information isn’t easy for some Facebook users. In opt-in situations asking only for the information that you’ll use, offering clear value in exchange for the information and never violating trust can easily make your app one worth opting-in to.
Check out the infographic below presented by Neolane to learn more about how leading brands are using social opt-in apps.