Facebook's Recent News Feed Policy Changes, Could It Affect You?

Question

First off, I'd like to state I am actually in favor of this change. With nearly 6 million advertisers on Fakebook's ad platform, the news feed has become full and as a result, it has now become a battleground for ad competition. Facebook has already made it harder for advertisers ads to be shown to their targeted audience. Facebook has done this because they are looking for any reason for an ad account to not win an auction, in efforts to create a highly relevant news feed that makes the user want to stay and continue to use the platform.

In order to be successful as a business on Facebook, your campaigns will need to have a better-personalized experience for Facebook users. People don’t favor news feed ads that are seen as mass marketing. This type of marketing can be seen in email marketing, which has contributed to its demise. The majority of these mass marketing ads are seen as sales like and disruptive. So, keep in mind "nobody like to be sold, but they love to buy" as stated by Jeffery Gitomer.

Being that Facebook is now favoring these more engaging creative campaigns we need to adapt. No longer can we just whip up a quick ad account, and then throw up an ad that leads to the same selling system and sales funnel that users are constantly being put through. We have to think of the end users in mind. Advertisers that can effectively add real value to their target audience will be favored by Facebook, resulting in more impressions at a lower cost.

Here's what you need to keep in mind when making your next ad

Headline: your headline should be attention-grabbing, all the while delivering a message in a short sentence. Headlines should be thought-provoking, that leaves the reader wanting more.
Write really good ad copy: when writing your copy make sure you're almost talking directly to the person in your audience. You want to highlight what the benefits are of your product or service and how it can directly impact the user. Your ad copy should
resonate with the user, and makes them compelled to learn more about your product or service.
Use video: video is one of the best ways to communicate with your audience. The engagements rates for video are among the highest compared to a picture ad. With video, you are able to explain so much more while you have a person's attention
Call to action: A call to action is defined as something in the ad that gives them an incentive to call or contact you now. Your ad’s call to action should be well thought out and defined.

No longer can we essentially "hit it and quit it". Users of Facebooks will be looking for genuine relationships with companies that want to add constant value.

So as a business how would you effectively keep users engaged with your company

Consistent Posting: The goal of your posts is to post consistently, whether that be once a week or two times a week, and to add value within these post. However, don’t expect to be getting much organic reach from your Facebook posts.
Facebook Live: Since video is super-strong right now and Facebook Live seems to get higher organic reach than other types of content, it’s definitely worth getting ready to add Live to your marketing plan.
Answer comments: don't just put up a post or ad and forget about it. Check in and make sure you're answering questions and engaging back with users
Messenger marketing: Messenger has open rates of nearly %80, I would say its 10x better than the slowly declining email open rates. With messenger, you are able to engage directly with users. It's as simple as setting up an automated bot to message your subscribers.
Creating a one-many community: Facebook favors communities and groups where its members are all engaging and communicating with one another.
Lure away from baiting content: we have all seen those ads or posts that insist you "click the like button" "share with your fg5riends ". these should be steered cleared of

Facebook is now forcing businesses that want to use the platform to think about would be best for the user first. Rightly so, because having a news feed full of spammy irrelevant content that is purely disruptive would lure users away from the platform. Instated as a business, you need to keep value-driven content in mind first, and have your ads become almost synonymous with what your target audience favors.

Now would be a good time for businesses to rethink their 2018 Facebook marketing strategy

I encourage everyone to share their thoughts and questions, and if you have experience with Facebook ads chime in as well. I love communicating with like-minded individuals, and I believe bigger pockets delivers just that.

I am a paid traffic consultant so any questions or concerns you may have I would be more than happy to answer. Talk to everyone in my next post

-Angel-Ty Lebron

Tom Gimer · Answer

What is this Fakebook you speak of?

Richard D. · Answer

@Angel-Ty Lebron I am starting my own Social Media Strategy company specifically designed to improve real estate investors lead generations using social media. The leads I am targeting are of quality, not quantity. While you post does mention some good strategies, you are leaving out a couple of key option for sellers and buyers alike with Facebook advertising. This key point can effectively skirt the changes and actually make advertising on Facebook more effective. How can this help buyers? Simple, the ads that you see are specifically targeting your interests. Messengers 80% open rate doesn't necessarily relate to action. Remember you still have to trigger and follow through the engagement with your target audience. Remember, email initially had an open rate of 96% for the first advertisers. Marketers tend to destroy the effectiveness of a medium that can be used to advertise on. I would go so far to say that if you are recommending advertising on messenger, in the short term you win. Although in the long term, your clients lose! They can expect their ROI to drop dramatically within 2-4 years.As I look at Facebook advertising policy changes; I believe it to have the best ROI for advertising if and only if the campaign is developed and executed properly. In my experiences, RE professionals have difficulty in the development area of their advertising. But once they get the client in front of themselves, they can execute rather effectively. But how do you tell a RE professional that their development methods suck for a new media medium?They take offense to someone telling them that they could do better and get better.

Richard D. · Answer

If the current methods worked, then RE professionals wouldn't bother with social media. The average RE professional social media interaction with approximately 140 people, total over the life of their social media page. RE professionals are searching for new ways to reach prospective clients. With social media websites having the fastest growth amongst all age groups and demographics; RE professionals need to get with the program. Use it or LOSE! Bandwagons fail every time. A perfect example of bandwagon failure is MLM. Yes the top level people make money, but everyone else is left paying the top people for near zero ROI. If you need a bandwagon closer to home, go to the local interstate, and find a billboard advertising an agent or REI. Sit off to the side of the road and try and see what people are looking at when they drive by. Pay special close attention to the adult passengers. Then calculate the ROI for that billboard. I bet it's pretty freaking low; like 0.01% low. Why? (two words)Mobile Devices!What would be the ROI on an interaction that captures the attention of a mobile device user? Pretty freaking high I would bet.

Angel-Ty L. · Answer

@Richard D. Your right I failed to mention a few key points from both buyer and seller perspective. Also, spot on with messenger marketing. Advertisers seem to abuse the platforms they can advise on if that wasn't the case email open rate would most defiantly be higher than what they are right now. I believe when RE professionals start to bandwagon onto this new mediums and learn how to effectively get a better ROI, is when the turn around will happen. Until then most of the RE professionals will stick to their ways that works. A good explanation of the early adoption methods can be explained thoroughly in the book "Crossing the Chasm" by Geoffrey Moore.

Angel-Ty L. · Answer

@Tom Gimer I hope your joking!