How Will Facebook Changes Affect Associates?

Many TVC Marketing associates rely on Facebook to make sales and recruit team members.

Facebook recently announced several changes which may affect associates’ digital marketing strategy. These tweaks will affect news feeds, boosted posts and how to target audiences.

News Feeds

Facebook said it is changing what appears in news feeds because it wants people to have “more meaningful social interactions.” This means there will be more updates from friends, family and groups in users’ news feeds, rather than company-sponsored videos and articles.

Posts will no longer be prioritized based solely on the number of comments and shares. Instead, the feed will favor content which Facebook predicts will inspire meaningful “back-and-forth discussion,” according to Adam Mosseri, head of the company’s news feed.

It will also be easier for users to opt out of seeing certain ads in their news feeds by adjusting their preferences.

TVC Marketing associates who have a lot of followers and engage often in online conversations with those followers will be less affected than associates who rely heavily on the “pay-to-play” model with promoted and sponsored posts.

Promoted and Sponsored Posts

The news feed changes mean advertisers will have to spend more money to reach the same amount of people as before.

Ads with engaging, original content will perform better since people will want to talk about them and share with their friends. This is a great opportunity for TVC Marketing associates to make posts that show the value of the product and how it makes people’s lives better.

Instead of talking about how much money you make, create posts that show how TVC Marketing products help people when they are stranded on the side of the road. Reach out to influencers and talk about how associates love having a flexible work schedule.

Creating quality content is easier said than done, but it will be worth the effort.

It’s important to remember Facebook will continue to demote engagement bait posts, like those asking the viewer to share with 50 friends to win a new T.V.

Additionally, Facebook’s advertising policies continue to get stricter. It is essential to follow Facebook’s rules and be aware of their changes to stay relevant in the rapidly changing digital world.

Targeting

Once you have created compelling content, the next step is to get it in front of the right viewers.

Being able to reach specific audiences based on their preferences, age, gender and location is one of the best aspects of advertising on Facebook. Some features will not survive the changes, but associates will still have plenty of options to reach potential customers.

Custom Audiences

Facebook’s most powerful targeting feature will undergo many changes because of the recent privacy concerns. The first change will be removing Partner Categories.

Partner Categories allow advertisers to access personal data from other businesses, ranging from car manufacturers to credit reporting agencies. For example, associates can target people based on what kind of car they drive. This powerful tool will slowly phase out in the coming months.

Custom Audience Permission Tool

Custom Audiences allows advertisers to create segments using external data, such as lists of email addresses.

Advertisers will now be required to prove they have consent to use the information they upload in Business Manager to create Custom Audiences. If you want to continue reaching your email contacts through Facebook ads, you will have to show how you obtained their information and prove you have permission to advertise to them.

Core Audience Targeting

The good news is, Core Audience targeting will not change. Advertisers will still be able to reach audiences based on information the user has shared with Facebook. While this data isn’t extensive as third-party information, it still allows advertisers to reach specific audiences.

What to Do Next

Besides creating engaging content and spending additional money on ads, consider advertising in places other than the Facebook news feed. Using alternative placements can help you reach potential customers. Options include:

  • Right-column ads
  • In-stream video
  • Facebook groups
  • Instagram
  • Instant articles

Knowing where to advertise is half of the equation. Knowing how to advertise is just as important. Tools such as the Facebook Ads Grader and the Text Overlay Tool can help you create ads that will get the most exposure.

Always be sure to follow TVC’s guidelines when marketing. The blog Marketing 101: Dos and Don’ts is a great resource.