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Making Apps Easier to Access as Demand Surges

As more people shelter and take to the web, simplifying their login experiences is proving helpful

As more people adapt to new public health and safety measures, they’re increasingly turning to apps for communication, connection and community — from text and video chat, to gaming and entertainment, to social good. We’re seeing spikes in usage across a wide range of interests and activities.

With this in mind, we think it’s important that app developers understand what they can do, today, to anticipate and help ease any friction users might experience as day-to-day needs continue to surge.

Over the last few months, we’ve seen above average usage of Facebook Login, which lets people use their Facebook account to login to numerous apps and sites. When Android features such as Custom Tabs and/or Express Login are used to open Facebook Login, people are able to connect to apps at higher rates.

We think there's a strong signal that seamless login products like Facebook Login and its Android features are making it easier for people to quickly connect with their passions and interests at this time of increasing need.

And beyond what the data tells us, we’re anecdotally hearing this directly from developers too.

For example, the team at Wink says users are spending significantly longer times on its video chat app, and that Facebook Login is helping to boost its registration numbers:

“The biggest challenge now is that millions of people worldwide are forced to stay home, so online social connections are more important than ever. We’re seeing significant uptick in organic traffic to Wink from many countries, and users are spending significantly longer time on our app, to chat by voice and video with other users around the world. Facebook Login offers a lower friction registration process, and it’s helping to increase our registration completion rate.” - Andy Tian, CEO of Asia Innovations Group

Additionally, Mattel163, which has seen a spike in people playing UNO, thinks simplifying its login process is making it easier for groups to quickly connect to have some fun:

“There is a need to stay connected with one another, no matter how far apart. With the help of Facebook Login, Mattel163 has been able to provide social connectivity and joy through UNO. UNO players can join the game and share their special in-game moments on Facebook. Once in the game, players can add each other as friends, play together in a team-based 2V2 session, or set up a private game in Room Mode with friends. Recently, we provided free Room Mode to all players, where friends can meet, chat, customize rules, and goof off as if they were playing traditional UNO.” - Amy Huang, CEO of Mattel163

It’s clear apps are playing a critical role right now, helping people all over the world connect to their loved ones, interests and needs. If you’re a developer looking for ways to enable and help people at this time, evaluating your login experience may be a helpful place to start.

We have a collection of best practices, implementation examples and other resources for developers interested in implementing Facebook Login. Similarly, if you’d like to explore how to optimize this for Android users, make sure you’re using the updated Android SDK (which includes Custom Tabs for Android by default), and enable Express Login.