How To Outsmart Facebook’s New Advertising Restrictions
It’s no secret: It’s businesses that are most impacted by Facebook’s recent updates to its advertising platform.
Slowly, Facebook is removing the ability to target audiences based on data sourced from third parties such as Acxiom, Epsilon, and Datalogix. Even custom audiences from your business’ customer files will go through a verification process to ensure that the information was collected legally. Important demographic data (i.e. income, net worth, office type) purchasing behavior (i.e. fashionista, golfing enthusiast, and products purhcased) and a handful of discriminatory interests are just a few of the targeting options that will no longer be available. Luckily, a little creativity will make the best out of these recent updates.
Invest in Premium Content.
Keeping your network engaged with high quality, relevant content will improve your page’s visibility. Improved engagement will improve your relevance score which will reduce the costs of ads while building your network.
Remarket on Facebook to your Website Visitors.
Set up a cutom audience for your website’s visitors, and build ads specifically for them.
Use Video in Your Advertising.
Facebook’s algorithm favors video content. Use short, 15-second videos to share products/service or company updates, testimonials, how-tos, etc.
One in three U.S. small and medium sized businesses on Facebook say they built their business on the platform; and 42% say they’ve hired more people due to growth since joining Facebook. With the right content and advertising strategy, Facebook can be a powerful amplifier for your business’ brand.
Bottom Line: Recent Facebook updates will limit buiness access to use data, changing the game of Facebook campaign targeting. Premium Content, Website Remarketing, and Video are just a few tactics that will help overcome privacy obstacles and keep your social network on relevant.
Three Summers Creative demystifies marketing and delivers high-quality website, video, and graphic design content to our clients. Go ahead. See what your business could be.