[Updated for 2023]
Transparency is the word and Facebook has been focused on continuing their efforts to maintain transparency with advertisers and consumers. With the ever-changing digital landscape, both advertisers and consumers desire transparency in advertising. Advertisers want to see that they are connecting with customers, while customers want great products and services.
In recent years Facebook has put emphasis on providing more transparency with how user data is utilized, after public outcry and legal concerns. Public access to user data has been restricted since the announcement in 2017. This has resulted in numerous algorithm updates for advertising that broaden audience targeting options.
Consumer Tip: Did you know that Facebook tracks your activity outside of the app? You can change this by using a little known tool called “Off Facebook Activity”, launched in 2020. Go to your account, find settings, and click “Your Facebook Information”. Once you are there, scroll down to “Off-Facebook Activity” and review the options.
Engaging With Video
The speed at which organizations, influencers, and other businesses post new content can be dizzying. With every passing year, advertisers strive to maintain connection with their customers in new, and innovative ways. If you recall, way back in 2014 Facebook began a big push to encourage advertisers to create more compelling content that caused users to engage with advertisers. Facebook encouraged a heavy focus on video as advertisers explored which types of ads caught the attention of their target audience. The use of video advertising exploded across the platform. Facebook began including metrics for success of video ads, and three-second plays. Sounds great right? Advertisers started asking questions to prove ROI. Since then Facebook has continued to make updates to its policies:
The “Optimize Text Per Person” update in June 2021 allowed Facebook to choose which headline, caption, and description it predicted the consumer would respond best to. There hasn’t been significant transparency, for advertisers, with how this is calculated.
In 2020 there was an increased emphasis on video reels and stories, to further integrate with Instagram and connect with audiences. Instagram decided to allow reel advertising globally in 2021.
In recent years there has been concern with advertising to minors. Facebook updated its advertising capabilities to no longer target teens by interests and online activity. If minors are targeted, it can only be done by age, location, and gender.
Privacy updates from Apple in 2021 have restricted the amount of data Facebook can collect from certain users. The Apple users affected can’t be targeted for advertising any longer based on certain interests and online activity.
In 2023 there are constant updates and algorithm changes, some even occurring overnight, that impact the data reflected. Due to these changes, and external pressures, Facebook is still in the process of delivering valuable data to advertisers, while protecting users data.
Make Your Social Media Work For You
Don’t let these updates scare you from advertising on Facebook. While the algorithm updates and data concerns are something to be mindful of, Facebook is still a valuable resource. Finding a social team that knows how to use audience targeting, and avoid potential ethical issues with targeting users, is a vital step. Planning or outsourcing video production should be a major marketing initiative for everyone this year. Videos under 1 minute are recommended by the platform but longer videos (3 minutes or more) do well for more complex information and episodic series. Any length of video will require proper planning, placement and goal-setting.
Not sure how to take the first step forward with your social media marketing? First, look at your current video performance on Facebook. What was the goal? How can you adjust your placement to have a higher success rate for that goal? What message does the video create and what action are you asking the viewer to take? As always, our experts in the realm are here for you. Contact our team today!