Zuckerberg's Law comes from the Facebook founder's affirmation which stated that each year internet users share twice as much information as the year previous, essentially Y = C *2^X — X is time, Y is shared content and C is a constant.
Zuckerberg’s law of social sharing is said to be a copy of Moore’s law. Gordon Moore is the co-founder of Intel, who similarly suggested exponential growth in that machines and computers become faster and smaller over time, doubling the components of an integrated circuit about every two years. The hope is that this law will be true the next two decades.
It is well known that Facebook is a popular social media platform used by millions of users worldwide. Creator Mark Zuckerberg first introduced his law in 2008, stating that users of his social media site Facebook shared over 4 billion things each day. He suggested there is a law of social sharing in which the amount users share increases exponentially, so the amount of data that users shared a year ago will be double that the following year. Although it is unclear just how accurate the theory is, the information is mathematically created within Facebook, so data is not available to the public.
The law will be important to Facebook, as they are more likely to shape sponsored content around predictions. This will mean more revenue for the company leading to a significant increase in Zuckerberg’s net worth. It also allows for deeper insight into how people share information with each other, and what information they are likely to share. This allows for more specific targeting. It is likely this increase has occurred due to the widespread adoption of smart mobile devices, particularly in emerging countries.
From a digital marketing perspective, Zuckerberg’s law could have a significant impact. Advertising channels will develop a bigger emphasis on online and social media marketing rather than traditional channels like radio and newspaper ads.
Concerns and limits to Zuckerberg’s law
However, it is important to note, that all growth has its limits. Growth will reach a stage where it no longer increases exponentially. There’s also the concern of information overload on social networking sites, meaning relevant and potentially useful information may be lost. This is due to the continued sharing of millions of media, especially videos and photos.