Zuck and Co. are scrambling to keep pace with a huge increase in traffic as a quarter of the planet’s population is in lockdown, creating a huge load on the ‘book, WhatsApp and Messenger. Some stats from its update:

  • In many of the countries hit hardest by the virus, total messaging has increased more than 50% over the last month.
  • Similarly, in places hit hardest by the virus, voice and video calling have more than doubled on Messenger and WhatsApp.
  • In Italy:

Up to 70% more time spent across apps since the crisis arrived in the country. Instagram and Facebook Live views doubled in a week.

Messaging has increased over 50% and time in group calling (calls with three or more participants) increased by over 1,000% during the last month.

“We have received questions about revenue, so want to provide some context here too: Much of the increased traffic is happening on our messaging services, but we’ve also seen more people using our feed and stories products to get updates from their family and friends. At the same time, our business is being adversely affected like so many others around the world. We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking aggressive actions to reduce the spread of COVID-19.”

So engagement is waaaayyy up—while ad revenue plummets because, pandemic.

For those that are scaling up ad spend (or leaving it be), you are likely seeing cheaper clicks. Because supply and demand. The awesome folks (and CLIKK readers) at Gupta Media have created this dashboard.

Here’s a screenshot of CPM (Cost per 1,000 Impressions) on Instagram in March:

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Last week, Facebook joined YouTube in lowering the severe load on the Internet by defaulting its video streams from HD to SD.

In his press call last week, Zuckerberg assures us that he’s on it:

“We’re trying to make sure that we can stay in front of this challenge. Right now, this isn’t a massive outbreak in every country around the world, but if it gets there, then we really need to make sure we’re on top of this from an infrastructure perspective and make sure that we can continue to provide the level of service that people need in a time like this.”

So if things are a little slow or your apps are glitch, it’s not a bug. It’s THE bug.

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