Facebook (FB) has become obsessed with monetization — and it’s paying off. In the company recent blow-out earnings report, revenues spiked by 53% to $1.81 billion.
Of course, the social stock isn’t sitting still. The latest move to pump up the cash? Facebook embedded posts.
This latest addition is a big push to go beyond its platform by allowing users to click public content — photos, videos or hashtags — then grab an embed code and put it on another site. The initial rollout will include CNN, Bleacher Report, Huffington Post, Mashable and People.
Of course, there’s nothing new about this. Embedded posts have been a big driver for sites like Twitter, Google‘s (GOOG) YouTube and even Instagram. Really, though, Facebook’s effort is probably most about taking a shot at rival Twitter. Essentially, the company wants to get a piece of the popular category of real-time conversations and breaking news. One piece of that puzzle was introducing hashtags.
Embedded posts will also make it much easier to spread the content across the web and mobile devices. They will also help to drive traffic to Facebook since users can ‘like’ and comment on embedded posts. Plus, this is actually a big change for Facebook. For the most part, the social network has been a walled garden.
In the end, though, the biggest opportunity for this roll-out is still about ringing up the cash registers at the company. After all, it will be a no-brainer to place relevant adds in the posts.
Given Facebook’s mega-brand and huge traffic, it should get lots of traction with embedded posts — and even put pressure on Twitter (which, by the way, seems to be eyeing an IPO). So while Facebook has had trouble lately with new products — like Poke, Camera and Home — it looks like it has a winner with this one.
Tom Taulli runs the InvestorPlace blog IPO Playbook. He is also the author of High-Profit IPO Strategies, All About Commodities and All About Short Selling. Follow him on Twitter at @ttaulli. As of this writing, he did not hold a position in any of the aforementioned securities.