Quotes topped our list of the top Facebook applications by monthly active users this week, while the rest of the list was pretty varied, and included dating apps Zoosk and Badoo, the professional networking app BranchOut, Page tab apps, and many others.

The apps on our list gained the most MAU out of any app this past week, and grew from between 623,400 and 8 million MAU, based on AppData, our data tracking service covering traffic growth for apps on Facebook.

Top Gainers This Week

	Name	MAU	Gain	Gain,%
1.	Empires & Allies	41,057,173	+8,082,664	+25%
2.	Quotes	10,433,408	+4,647,949	+80%
3.	Zoosk	17,873,051	+4,518,039	+34%
4.	60 Photos	23,973,485	+4,022,324	+20%
5.	Badoo	33,998,303	+3,959,615	+13%
6.	Monster Galaxy	19,288,292	+3,121,544	+19%
7.	Static HTML: iframe tabs	27,236,147	+1,679,325	+7%
8.	Amor	5,137,716	+1,155,752	+29%
9.	FBML Tab Maker	3,759,764	+1,113,909	+42%
10.	VEVO for Artists	9,899,033	+1,031,072	+12%
11.	Phrases	15,609,817	+1,000,466	+7%
12.	Video House	1,758,158	+967,132	+122%
13.	Facebook for Every Phone	1,399,466	+941,048	+205%
14.	Zoo World	3,080,087	+901,868	+41%
15.	Army Attack	5,073,363	+891,134	+21%
16.	Pieces of Flair	4,310,997	+868,243	+25%
17.	BranchOut	1,791,250	+865,157	+93%
18.	HTML + iframe + FBML = iwipa	10,922,066	+811,165	+8%
19.	Daily Horoscope	13,047,246	+754,418	+6%
20.	Gardens of Time	13,979,066	+623,426	+5%

Quotes grew by 4.6 million MAU this week; the quiz app asks users questions about their friends, then posts the answers to their Walls. Then there were the dating and professional networking apps. Zoosk grew by 4.5 million MAU, continuing its growth in the United States, while Badoo grew by 3.9 million in countries other than the US. BranchOut, a professional networking app, grew by 865,200 MAU this week.

The Page tab apps saw some significant growth this week, too. Static HTML: iframe tabs grew by about 1.7 MAU, FBML Tab Maker grew by 1.1 million MAU and HTML + iframe + FBML = iwipa grew by 811,200 MAU.

Some apps to watch this week were VEVO for Artists, an app that grew by 1 million MAU and allows users to upload VEVO videos to their Page, being used increasingly by popular artists to feature music videos on Facebook. Then Phrases, with more than 1 million MAU, but is not available in the US. Finally, Facebook for Every Phone from Snaptu grew by 941,000 MAU.

The rest of the apps included photos apps like 60 Photos with more than 4 million MAU; the app allows users to rate friends’ photos, then publishes feed stories to their Walls. Amor grew mostly in Mexico by 1.1 million MAU. Video House grew by 967,100 MAU and is a Turkish video app. Pieces of Flair grew by 868,200 MAU and Daily Horoscope by 754,400 MAU.

All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top weekly gainers by daily active users on Wednesday, and the top emerging apps on Friday.

Here are all the latest headlines from around Inside Network this past week.

Inside Mobile Apps

Tracking the convergence of mobile apps, social platforms, and virtual goods.

Monday, June 20th, 2011

• Monday Mobile Roundup: Order & Chaos, Scrollability, Office Jerk & More
• Emerging Paid iOS Apps: Father’s Day Sales, Exercise & Art Apps Show Popularity
• Gamezee’s Adventures in HTML5 Game Development for Facebook and Mobile
• Facebook’s Mobile Apps Continue to Boom, With iOS, Android and Blackberry Still Leading

Tuesday, June 21st, 2011

• Big Fish Games Steps Away From Adventure With Hospital Haste HD on iPad
• Interview: Playdom’s City of Wonder Debut Reflects Social Gaming’s New Focus on Mobile
• Emerging Top-Grossing iOS Apps: Social Titles, More Updates, & Music Software

Wednesday, June 22nd, 2011

• Viewdle Brings Facial Recognition Technology to RPGs With Third Eye
• New This Week on the Inside Network Job Board: Wild Needle, T-Mobile, Sneaky Games, Context Optional and More
• Wednesday Mobile Roundup: Game Ports, Funding, IP Expansion & More
• Report: PopCap May Hold Off The IPO In Favor of An Acquisition

Thursday, June 23rd, 2011

• Emerging Top Free Apps on iOS: Retro Arcade Classics, Notes, & Science Flood the Top Charts
• Thursday Mobile Roundp: Powerslide Penguin, Ionocraft Racing, Card.io & More
• New Hires in Mobile: Alphonso Labs, Booyah, EA Mobile & More
• DeNA Rounds Up Playforge’s Zombie Farm, NimbleBit’s Pocket Frogs for Mobage Platform
• SGN Releases First Game, Mini Café, Since MindJolt Acquisition

Friday, June 24th, 2011

• With Multiplayer Mode, Gravitarium2 Mystifies iPad Users With Its Artsy Style
• Friday Mobile Roundup: Circus City, Paypal Mobile Payments & More
• GREE-Owned OpenFeint Sued For Alleged Security Breaches
• Facebook for Android v1.6 Adds Video Uploading and Page Browsing

Inside Social Games

Covering all the latest developments at the intersection of games and social platforms.

Monday, June 20th, 2011

• Army Games Battle it Out on This Week’s List of Fastest-Growing Facebook Games by MAU
• Bingo Adventure Provides Real-Time Virtual Social Club Gaming
• Gamezee’s Adventures in HTML5 Game Development for Facebook and Mobile
• The Better Game: Army Attack vs. Empires & Allies

Tuesday, June 21st, 2011

• Platinum Life: Country Has Rough Start, Potential for Social Gamers Who Like Country Music
• Interview: Playdom’s City of Wonder Debut Reflects Social Gaming’s New Focus on Mobile
• Social Point Steals Several Spots on This Week’s List of Fastest-Growing Facebook Games by DAU

Wednesday, June 22nd, 2011

• Despite Stale Concept, New Restaurant Sims See Growth
• New This Week on the Inside Network Job Board: Tagged, Sneaky Games, Acquinity Interactive, Wild Needle and More
• Report: PopCap May Hold Off the IPO In Favor of an Acquisition

Thursday, June 23rd, 2011

• Game Company Accelerator YetiZen Set to Release First Crop of Candidates to the Wild
• Tea4Friends Sees Strong Growth Even in Crowded Restaurant Sim Genre
• New Hires in Social Gaming: Booyah, Digital Chocolate, GSN, & More
• City Wars Fights a War on Two Fronts With City-Building and Military Combat Gameplay

Friday, June 24th, 2011

• Aquarium Games Apparently Still Get Growth on This Week’s List of Emerging Facebook Games
• Aquarium Games Fishing for Traffic in International Waters
• Empires & Allies on Growth Offensive for Zynga Ahead of IPO Reports
• Social Gaming Roundup: Conservation, Facebook Ports, HTML5 Publishing, & More

Inside Facebook

Tracking Facebook and the Facebook platform for developers and marketers.

Sunday, June 19th, 2011

• Facebook Users Want Professional Networking: BranchOut Nears a Million New Users Within a Week

Monday, June 20th, 2011

• Friend Quizzes, Badoo, Zoosk, BandPage, VEVO and More on This Week’s Top 20 Facebook Apps by MAU
• Featured Facebook Campaigns: Marriot Resorts, The National Guard, Discover Boating, Bravo, Nike and More
• Facebook’s Music Dashboard Could Unite the Fractured Streaming Market
• Facebook’s Mobile Apps Continue to Boom, With iOS, Android and Blackberry Still Leading

Tuesday, June 21st, 2011

• New Facebook Platform Industry Hires: Work4 Labs, BranchOut, Wildfire and More
• Frank Sinatra, Justin Bieber, YouTube, The Simpsons and More on This Week’s Top 20 Growing Facebook Pages
• Facebook’s “Comment” Sponsored Story Ad Unit Engages Users With Questions
• Wildfire Expands From Contests to Full-Fledged Page Management with Social Marketing Suite
• “Boost Comment” Lets Facebook Comments Box Plugin Admins Surface Quality Comments

Wednesday, June 22nd, 2011

• Spotify, Badoo, Zoosk, Cupid, Downloads, Horoscopes and More on This Week’s Top 20 Facebook Apps by DAU
• SEO Strategies for Facebook Pages, the Complete Guide to Groups and More Recent Updates at the Facebook Marketing Bible
• New This Week on the Inside Network Job Board: Acquinity Interactive, Context Optional, Tagged, Sneaky Games and More
• Involver and Klout Allow Brands to Influence-Gate Facebook Page App Content
• Popular Facebook Pages Have Fewer Unique Page Views Per Fan, Most Engagement is in the News Feed

Thursday, June 23rd, 2011

• Facebook Forms Client Ad Council to Seek Advertiser Feedback
• Facebook Careers Postings: Measurement Research, Legal, Sales, Communication and More
• Facebook Hires and Departures: Brazile, Interns, Recruiting, Engineering and More
• Another Sign of Facebook’s Latest Interest in the Media Business: Netflix CEO Hastings Joins Board
• Facebook Testing Home Page Design That Keeps Ads and Bookmarks Visible as You Scroll

Friday, June 24th, 2011

• Facebook, TripAdvisor, Pages and Friends on This Week’s Top 20 Emerging Facebook Apps by MAU
• Facebook’s Kevin Colleran Joins Buddy Media’s Board of Advisors
• Headliner.FM’s New Feed Post Exchange Lets Musicians (and Soon App Devs) Cross-Promote on Facebook
• Empires & Allies on Growth Offensive for Zynga Ahead of Reported IPO
• Facebook for Android v1.6 Adds Video Uploading and Page Browsing
• Facebook Roundup: 750M Users, Congress, Ads, Skype, Winklevoss and Real Estate

The Inside Network Job Board is dedicated to providing you with the best job opportunities across social and mobile application platforms.

Here are this week’s highlights from the Inside Network Job Board, including positions at Context Optional, Acquinity Interactive, Wild Needle, T-Mobile, Ace Studios/Tetris Online, Sneaky Games, and Tagged, .

• Director of Marketing, U.S.
• Ruby on Rails Developer– Social Marketing Suite
• Social Marketing Software Customer Support Specialist
• Social Marketing Community Genius
• Ruby on Rails Internship – Product Suite
• Web Application Development Internship in Social Marketing

• Sr. Email Marketing Manager
• Online Media- Senior Affiliate Manager
• Senior Online/Web Product Manager
• Online Ad Trafficking Operations Assoc./Coordinator
• Senior Paid Search Engine Manager (SEM)

• Mobile Game Developer at Well-Funded Studio
• Player Solutions Specialist at Well-Funded Mobile Game Studio (Mountain View, CA)
• Software Developer at Mobile Game Studio (Mountain View, CA)
• Mobile Game Developer

• OEM Technical Manager
• Business Process Architect, M2M and MVNO Change Management
• Sr Consumer Insights Manager
• Principal Engineer, Device Technology Team
• Manager, Product Realization

• Social Game Designer
• System Administrator/Web Programmer

• Business Analyst
• Game Developer (C#, C++, Unity, or AS3)

• Game Producer
• Game Designer
• Creative Director – Social Games

Listings on the Inside Network Job Board are distributed to readers of Inside Social Games, Inside Facebook and Inside Mobile Apps through regular posts and widgets on the sites. Your open positions are being seen by the leading developers, product managers, marketers, designers, and executives in the Facebook Platform and social gaming industry today.

Facebook Reaches 750M Users – TechCrunch reported this week that Facebook has reached 750 million monthly active users according to a “source close to the company.” The data we recorded in Inside Facebook Gold as of June 1st showed 687 million worldwide. Facebook’s last official update was 500 million, last July.

Facebook Display Ads Pass $2B – A new report from eMarketer claims that this year Facebook will be the top online display advertiser with $2.19 billion in revenue, representing 81% growth over last year.

Skype Deepens Facebook Integration – Skype reported new Facebook features this week, including instant messaging, integrated contacts and the ability to Like or comment on statuses.

Facebook’s IPO Rumors Spur Real Estate Inflation – In light of rumors of a Facebook IPO next year, Silicon Valley home prices are surging, prompting some residents who begin to sell off their homes.

Report: 1 Like is Worth 20 Pageviews – A new report from Hitwise found that 1 Facebook fan, or Like, is equal to 20 visits to a retailer website during the course of the year when it comes to ROI.

Announcements

Techlightenment Launches Social Attribution System —This week Techlightenment launched its Social Attribution System, which anonymizes user data, tracking their actions, and then identifies the viral nature of those actions.

ShortStack Launches Free Tab App for Small Biz – Reno, Nevada-based ShortStack launched a tab design app this week free of charge for small businesses with 2,000 Likes or less to run contests, sweepstakes, create landing tabs with videos or photos, and other features.

The latest version of the popular native Android mobile app, Facebook for Android v1.6, lets users browse Page walls, upload videos to Facebook, and see more types of stories in the news feed. The app now matches Facebook for iPhone’s video capability, though it still has a much more limited interface for Pages.

Facebook for Android has seen strong growth in the past month, even compared to other fast-growing official clients. It gained three million more daily active users to reach 29.5 million DAU. This growth slightly outpaces that of Facebook for iPhone, which grew 2.4 million DAU in the same time period despite a larger existing base. The Android app is still lacking features including photo tagging, Facebook Checkin Deals, and the ability to search for Pages that the iPhone app has.

The deficiency in features could account for why the Facebook for Android’s DAU by monthly active users, or stickiness is declining as it grows in user count, while the iPhone’s stickyness is rising.

With this release, users can tap the names of Pages in the news feed to view that Page and read all of its updates. This shouldn’t significantly boost impressions of Facebook Pages as very few impressions occur on Page walls compared to the news feed where Android users could already see updates.

However, there’s still no way to search for Pages on the Android app. As of this week, users can open the mobile browser and search on m.facebook.com for Pages using a typeahead. It’s not clear how a possible Facebook HTML5-based mobile platform might be integrated in Android.

Users can click the camera options next to the news feed publisher to reveal the option to upload a video. This could lead to general increase in the presence of mobile video in the news feed. Videos are currently buried as a secondary tab of the Photos product, but Facebook may look to make them more prominent as more devices and interfaces allow them to be recorded and uploaded.

The news feed can now display a wider variety of rich feed stories, and open them within the app.

The v1.6 update’s video uploading capability is a step in the right direction, but its needs to keep ahead of m.facebook.com. Therefore, adding functionality that the mobile site has that it lacks might be more important than trying to match the iPhone app.

Empires & Allies is setting a strong pace in its fourth week after launch. While its monthly active user and daily active user growth numbers are so far coming in below where Zynga’s last big launch on Facebook was – CityVille, back in December — it is the clear leader in the strategy genre of social game.

By the traffic numbers in our AppData tracking service, it’s already the third-largest game on Facebook by MAU with 37.7 million, and with 6.73 million DAU about to pass Texas Hold’Em to reach third by that metric, and still growing. These users are in turn boosting Zynga’s undeduplicated Facebook traffic numbers to 54.8 million DAU and 269.2 million MAU.

The context here is that some people have questioned Zynga’s ability to keep producing hits on Facebook as development and marketing costs go up. The company is occasionally lumped together with other newly successful technology startups as an example of an internet bubble, especially given reports that Zynga is looking to public in the next couple of the months.

> Continue reading on Inside Social Games.

Headliner.FM is a freemium web service that connects musicians, allowing them to publish promotional updates from each other’s Facebook Pages to gain news fans. When admins publish these cross-promotional posts, they earn a virtual currency that they can then spend to buy exposure to the fans of other artists.

Since money isn’t transferred between admins, incentivizing news feed mentions in this way is Facebook policy compliant. Headliner.FM’s model represents a new fan acquisition opportunity for all types of Pages, and the company is now planning to expand to serve more Page types, including those of social games and bloggers.

How Headliner.FM Works

1. Page admins start with 10,000 of the exchange’s currency – “Band Bucks”
2. Page admins write a post recommending themselves
3. They’re matched with or can discover similar artists who they can request to publish their post
4. If these artists accept, Headliner.FM publishes the post to their Pages or Twitter accounts
5. These artists receive one BandBuck from the author of the post for each of their fans or followers a post is published to
6. Artists can then buy exposure on the Pages and Twitter accounts of other artists with these BandBucks

Headliner.FM doesn’t collect any money or Band Bucks from the exchanges. However, admins can buy a $30 or $50 per month premium accounts to get enhanced tools for discovering artists to cross-promote them, deeper analytics of post performance, and 300,000 or 500,000 extra Band Bucks. The company tells us it is converting 3.4% of its users into paying customers.

The service supports posting to Twitter and MySpace in addition to Facebook, though users can select which services to promote. Admins can track the new fans reached, clicks, Page Likes and other connections made, news feed story feedback and more in a dashboard. Since only 15% of posting requests are accepted, and the recommendations come from artists whose music expertise their fans trust, the posts are relevant and compelling, driving Likes.

Facebook’s policies prohibit Pages from taking money to post the updates of others, leading them to shut down Ad.ly, a service that allowed advertisers to buy posts on the Pages of celebrities. Headliner.FM’s unpaid news feed publishing incentivization is compliant however. CEO and founder Mike More tells us “We talked to the people who run the Platform team when we built our API app to authenticate accounts. They said ‘as long as you don’t have an ad platform, you’re fine.’”

The 8-person Headliner.FM took $700,000 in funding from some music industry angel investors, and released its first beta in February 2010. It’s now signed up 70,000 musicians including Maroon 5, Matt & Kim, and T-Pain, and each day serves about 4,000 recommendations a day that reach seven million fans. The company has partnered with SoundCloud to power streaming music in the news feed posts. To help grow its own service, Headliner.FM lets bands earn Band Bucks for posting its own marketing messages.

The service could use a better rich content publisher, and frustration can arise from inability to rescind a request for another Page to post your invite, but overall the servie is relatively easy to use.

Fan Acquisition Opportunity for All Pages

Pages are eager to grow their fan bases, but most currently have to resort to buying ads, or Like-gated contest apps that don’t get much exposure compared to a Page’s news feed updates. Freemium cross-promotion, fan acquisition systems such as Headliner.FM work especially well for content creators because they’re “attention rich but cash poor” says More.

However, even cash rich companies like major brands and app developers could benefit a great deal from Headliner.FM’s model. Brands could augment their ad buys with cross-promotion of others under the same corporate umbrella or from a different vertical. News feed post exchanges could provide a free user acquisition alternative for game developers that currently use app bar display ads in their games to buy and sell promotion of non-competing games.

Media outlets, web services, celebrities, and TV shows are a few other types of Pages who could reduce their Page marketing spend through news feed post exchanges. With the model proving useful, Headliner.FM should move quickly to expand to these other verticals before someone else does. Still, with the company estimating that there are between two and three million bands out there, and RootMusic’s Facebook musician profile app having signed 150,000 bands’ Pages, there’s still plenty of runway in its existing space.

One of Facebook’s earliest employees, advertising sales executive Kevin Colleran is leaving next month after six and a half years. But he’s staying active in the industry, joining social marketing company Buddy Media’s board of advisors.

Colleran’s contributions over the years ranged from Facebook’s first significant advertising deal, the creation of sponsored Facebook groups, and other creative ad strategies on the Facebook platform.

“My journey at Facebook has been incredible and I am very grateful for Mark, Sheryl [Sandberg], and the rest of the team for giving me such an amazing opportunity,” Colleran said in an email quoted by AllThingsD. “I take a lot of pride in having been Facebook’s most tenured employee (after Mark) as well as the first member of Facebook’s advertising sales team.”

He added that he’s looking at doing some angel investing and consulting work in the industry in the future. On Buddy Media’s board of advisors, he’ll be joining Shiv Singh, Head of Digital, PepsiCo Beverages America; Gary Vaynerchuk, WineLibraryTV.com; Sandy Climan, President, Entertainment Media Ventures; Roger Ehrenberg, Managing Partner, IA Ventures and Seth Meyers, Head Writer, “Saturday Night Live.”

[Image via Facebook]

Applications on our list for the top 20 emerging Facebook apps by monthly active users this week were mostly games, then the apps that weren’t games, varied from a mobile Facebook app, a photo integration with TripAdvisor, a Page app and a few friend quizzes.

The apps on our list grew from between 137,900 and 556,100 MAU, based on AppData, our data tracking service covering traffic growth for apps on Facebook. All in all, it was a pretty typical week for the emerging category, which we define as apps that grew between 100,000 and 1 million in the past week.

Top Gainers This Week

	Name	MAU	Gain	Gain,%
1.	Facebook for Every Phone	850,361	+556,148	+189%
2.	小小海盜	613,586	+302,839	+97%
3.	Akvaryum	486,806	+298,752	+159%
4.	inFAMOUS Anarchy	484,198	+293,445	+154%
5.	My Country	306,830	+259,947	+554%
6.	The Sims Social	430,032	+243,268	+130%
7.	Sayfa Önerme	736,345	+193,147	+36%
8.	City Wars	810,940	+192,712	+31%
9.	ลูกมดสู้ๆ	813,064	+192,691	+31%
10.	Planet Domo	838,590	+180,538	+27%
11.	Chatterbox	657,024	+164,214	+33%
12.	HotShot	778,708	+162,212	+26%
13.	Welcome	806,755	+161,631	+25%
14.	Pet Tales	269,320	+149,874	+125%
15.	Mad Games	254,279	+147,719	+139%
16.	Revienta el teclado	827,155	+142,505	+21%
17.	Tavla	818,172	+142,473	+21%
18.	TripAdvisor TripWow	500,031	+141,756	+40%
19.	Seçim Anketi	844,233	+141,698	+20%
20.	Samurai Dynasty	416,461	+137,850	+49%

Facebook for Every Phone is an app from Snaptu that is a mobile Facebook app, growing by 556,100 MAU this week. Sayfa Önerme grew by 193,100 MAU; the app is for a non-profit, is in Turkish, and takes the user to a tab with embedded videos to view, and also invites the user to Like the Page. Welcome is an app that grew by 161,600 MAU and helps Page administrators add a welcome tab to their Page.

Chatterbox with 164,200 MAU and Seçim Anketi 141,700 MAU. are apps that allow users to answer questions about their friends, publish the answers to the Wall and thus grow virally. The one difference is that Seçim Anketi, called Yes or No in its English version, asks the user to post to your Wall daily.

Finally, TripAdvisor TripWow is a really interactive and interesting app that takes a user’s photos, turns them into a 3-minute video, accompanied by music and animations. The main point of the app, which grew by 141,800 MAU, is to be such a cool video that users share it to their stream — not hard to do given how engaging the video is.

Facebook is testing a new home page design that allows the news feed to be scrolled independently of the rest of the page. This allows ads, app bookmarks, and the top navigation bar to remain visible no matter how many news feed stories a user scrolls through.

The tested design, if implemented, could increase click through rates for advertisers, improve user retention for applications, and make the site easier to browse.

As you can see in the image above, a user has scrolled down the news feed, but his top and side navigation bars remain visible.

Last week Facebook began testing with a very small number of users a new real-time feed called Happening Now in the right sidebar where Upcoming Events are usually listed. We discussed how this design could extend time on site and draw in users who were just checking their notifications by increasing the frequency with which fresh content appears above the home page’s fold.

The latest incarnations of the test, though, show the Most Recent news feed (called “Neueste Meldungen” in the German version of the site, above) as a second segment of the Top News feed. This could come as a shock to users who developed browsing behaviors around the current two-tabbed news feed, but the Facebook home page hasn’t seen a major redesign in 16 months, so it’s about due for an update given Facebook’s fast-paced approach to iterating on products.

Benefits for Pages, Advertisers, Developers, and Users

By piling more stories into the same space rather than hiding them behind the Most Recent tab, Happening Now could boost impressions for Page update stories. This would probably be a welcome change to admins of populars Pages, as statistics indicate Pages with over one million fans receive just 2.79 daily unique news feed impressions per 100 fans.

The ability to scroll the main news feed independently of the site’s top and side navigation bars has even bigger implications for the Facebook ecosystem. Currently, once users scroll down past about six news feed stories, they can no longer see ads, bookmarks, and navigation buttons pegged above the fold.

The rollout of an independently scrollable news feed would mean ads would receive much more time in front of users per impression. This could increase click through rates, boosting the value of Facebook ads in general and possibly raising average bid prices. Therefore, an implementation of the feature could increase Facebook revenues.

Developers would also benefit, as their bookmarks in the left sidebar would be visible to users for longer, encouraging more return visits to games and apps. Facebook has made several changes to the bookmark and request systems this past year which may have hurt app user retention. Facebook could offset drops in retention and virality without endangering the non-gamer user experience by making game bookmarks available as users scroll.

Though any major change to the site’s look will be met with a small, grumpy backlash, a scrollable news feed would make it easier to access the news feed publisher, account and privacy settings, and in-house apps like Photos. This could increase the frequency of shares, draw users to Facebook’s most sticky products, and give uses a better sense of control.

With benefits for everyone in the pipeline, a scrollable news feed could be a big win for Facebook.