Social Media Newsfeed: Facebook Mobile | Tumblr Long Form

Mobile now makes up 69 percent of Facebook's ad revenue. Tumblr dives into long-form writing. These stories, and more, in today's Morning Social Media Newsfeed.

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Facebook’s Q4 2014: Mobile is Now 69 Percent Of Ad Revenue (SocialTimes)
All estimates going into Q4 showed that ad spend on Facebook would rise. Facebook validated this belief Wednesday, showing that the company reaped its all-time high in quarterly ad revenue — $3.59 billion. Of that figure, 69 percent of Facebook’s ad revenue came via mobile. The New York Times The company reported that revenue increased 49 percent in the fourth quarter compared to the previous year, exceeding Wall Street’s expectations. But expenses rose even faster, up 87 percent from the same quarter a year ago, driven in part by a huge increase in stock payouts to employees. USA Today For some perspective: The 11-year-old company only began selling mobile ads in 2012, the same year it began publicly trading. RBC Capital Markets analyst Mark Mahaney calls the rapid growth of Facebook’s mobile advertising business “one of the most impressive pivots we have seen in Internet history.” Reuters Many investors are betting that video ads, which Facebook began offering last year, will provide the company’s next leg of growth. CFO Dave Wehner said in an interview the company still had a lot of hard work to do and was optimistic about video. “We have great marketer interest in video. It’s a creative medium that they know how to use effectively,” he said. The Wall Street Journal The 3 percent increase in daily active Facebook users last quarter was the lowest since 2012. The share of users who visit daily, which Facebook terms “engagement,” remained flat at 64 percent, the first time that ratio didn’t increase since the company went public more than two years ago.

Tumblr Introduces a New Interface Designed for Long-Form Writing (The Next Web)
Tumblr is about to get more powerful. The platform will introduce a series of new features that make it more friendly toward long-form writing – and more competitive against blogging platforms like Medium and Squarespace.

Exclusive: Viacom Velocity Spoofs Parenting in the Social Media Age on New YouTube Channel (LostRemote)
“Viacom Velocity is adding another distribution platform to the mix with the launch of the Viacom Velocity YouTube channel,” Niels Schuurmans, executive vice president, Viacom Velocity Creative Content Solutions, Viacom Music and Entertainment, told Lost Remote. “This is a unique destination for fresh commentary on marketing culture, thought leadership work, original co-branded content, as well as it being an interactive hub to spotlight emerging and viral social talent. We just released ‘The Social Influence’ a short parody film on the hype around social influencers in marketing. It’s an example of the type of creative content and commentary you can expect from us going forward.”

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Snapchat’s Future is in the Details — Why Discover is Only the Beginning (VentureBeat)
Tuesday was a huge day for Snapchat — and its bank account’s future — with the launch of Discover, its new media channel that brings users articles, videos and other content from its partner publishers. While this is a huge deal for the ephemeral mobile app’s monetization strategy, and much of everyone’s attention was on the app’s Discover section, we noticed a couple of other changes in the app.

The New York Times Launches Video Account on Instagram (SocialTimes)
When it comes to old media taking on new media strategies, The New York Times is among the top five publishers on social media. In keeping with this strong social presence, The Times recently launched @NYTVideo on Instagram to share and showcase its video journalism and feature content.