According to data from hitwise reported in new media age, Facebook is reaching a point of saturation in the UK. After two years of rising user numbers and page views the graphs are starting to plateau as share of UK page views and average session time level out.This represents an interesting time for Facebook as now is when they truly get a gauge for where they sit in the UK market and draw a baseline for how to measure future performance.

Until now, with figures rising month on month, it has very difficult to understand how well the Facebook team were doing, as each month was a personal best! Now, as things even out, both the Facebook team, and the broader market looking in, will be able to understand fully whether users are engaging more with the platform, and how good a job Facebook is doing at getting people to keep coming back.

We will also be able to truly see the impact of any changes Facebook make to layout, policies or user experience. Until now the impact of anything Facebook have introduced has been masked by their naturally growing figures.

It is also interesting, for marketers, as it starts give an indication of the true scale of Facebook as a marketing platform, which until now has been growing every month. As user base, page views and session time start to level out; Facebook can be more easily assessed alongside other digital media channels when putting together marketing plans. So whilst it’s pay per click model, targeting options and huge amount of page views will still allow it to stand out from the crowd, it may not be the darling of the measurable display advertising world it is at present.

So now comes the challenge for Facebook, how do they maintain, and ideally grow, their figures not a saturation point is fast approaching? Have they got enough tricks up their sleeve to maintain their position at the top of the tree and remain go to social network for advertisers in the coming years? Now Facebook, the real work begins!

Robert Weatherhead heads up the SME solutions function at Latitude Group Ltd, a leading UK digital marketing agency. You can follow more of his day to day thoughts on twitter.