Facebook shares closed just shy of $100 on Monday as anticipations soared for the giant social network ahead of second quarter fiscal results.

Analysts are wagering Facebook (FB) can surpass Wall Street predictions next week when it reports second quarter results, mainly on the growing strength of the firm’s video marketing business in addition to the marketing possibility of Instagram and, farther down the road, messaging services WhatsApp and Messenger.

Facebook shares are up about 18% over the previous 30 days. And expectancies escalated last week just after Facebook’s arch competitor, Google, went on a tear.

Kessler is expecting 30% to 40% increase in sales from Facebook. That is two to three times the increase he anticipates from Google.

Facebook has more “levers” for huge increases with its burgeoning video marketing company along with the marketing possibility of Instagram and WhatsApp, Kessler said, whereas Google is a “cost containment” storyline.

“To me, that is why Facebook is more appealing,” Kessler said. “That is why we — pun intended — like Facebook.”

Kessler has a 12-month price objective of $93, a threshold which it’s blown through — for now.

If Facebook provides a better-than-anticipated quarter, that might not be enough send the stock over $100 and to wow Wall Street.