Facebook requires more to reach out. “The media world is shaking”.
Facebook’s algorithm not only benefits the users on the platform, but also advertisers.
In the news feed on Facebook, the user cannot only be exposed to such a huge number of ads so that they begin to feel “bought” and leave the platform. Facebook knows when that limit is reached.
Advertisers’ total budget for advertising on Facebook, however, is becoming larger than the user growth. Actions that Facebook could take:
Option 1. Increase exposure of marketing.
Open up for more advertising in the feed.
Opening up for more advertising now is probably not a measure that Facebook will take it affects the credibility and quality of the content.
Option 2. Increase advertising costs.
Who pays the most is the most visible.
The economic factors are not mentioned in Facebook’s 10-year vision. It is a strategy used in traditional media. Media feeling threatened. Is it good if kids are exposed to casino advertising every night or that the children know the airline’s advertising jingle before they know children’s songs etc.
Option 3. Show ads optimized by user intent and commitment
Show them the advertisers who deliver the best product and communicates better (which creates the most commitment).
What is mentioned repeatedly in Facebook’s 10 year vision is Connectivity.
As an advertiser, you will reach out as well as you did before if you are optimizing towards relevant audiences with interesting content in a communicatively correct manner when it comes to image and speech.
Relevance is the key to better communication”
Advertisers on Facebook must focus on relevance in both speech and imagery to draw the target audience away from the platform. Business spend amazing money optimizing for conversions on landing pages, press releases, and articles, but do not reach out because the same person that wrote the article, is also in charge of what is communicated in the title and image on Facebook. The lack of communicative understanding that each segment of the target group has different levels of relevance usually means that they are only able to reach a small part of the target audience.
I optimize as often as possible with A / B tests of 4 ads against each 4 segments of a target audience
What is relevant to a target audience?
Relevance is a word that many have heard since the first day of marketing. Usually, marketing executives decide what is relevant. But how do you know what is relevant and what creates commitment?
Either, companies buy a large evaluation or hire advertising agencies to let experts analyze the segments of the company’s target audience’s points of view.
Another option is Facebook’s analytics tool Audience Insights.
- Create custom audiences after:
- Commitment on the page’s posts
- Engagement on the ads
- Visitors on the website, minus Facebook visitors.
- Your existing customers.
- Compare these custom audiences in Audience Insights::
- Which pages they follow
- Education level
- Compare and see if those who create commitment on Facebook and your customers are the same people.
- Apply what you learn from this into the content you create to engage users.
Reach of a regular post on Facebook (not an ad)
The reach of the page’s posts is steadily at an average of 9% for posts that barely generate engagement. However, the scope of the post will increase exponentially if the algorithm detects that the post engages through clicks, comments, shares, etc., and then the reach takes off. If you have a history of always creating commitment, then the statistical reach will also increase.
Facebook ten-year vision and goal
If I look at Facebook’s long-term goals, they are in the same line.
In 2015 Facebook introduced videos in the feed. Facebook is now aimed at tailoring so that when several people watch the same TV show, this should happen on different devices in order for each person to get advertising breaks tailor made specifically for them.
Customized ads may seem like a boring solution, but compare this with today’s media companies, who completely bombard Sweden’s population with casino advertising that they probably cannot stand behind or want to discuss. The money controls the big media companies and the online casinos pay big money for the exposure.
The possibilities of Augmented Reality.
During the Facebook Developer Conference 2017, Mark Zuckerberg mentioned during his presentation about Augmented Reality that we will be able to have an app that shows television on a wall through the use of a lens or glasses. That way everyone at home is watching the same program, but the advertising that we see is tailored to our interest. It sounds like sci-fi when you hear it, but we can already measure a wall through a digital tape measure in an app. Magic Leap in Florida is the most well-funded start-up.
“The result is a headset that sees what you do, and that can then have its creations behave appropriately, whether that means hanging a mixed reality monitor next to your real one, or making sure the floating fish in your living room don’t drift through a couch.”
Traditional media is reluctant to embrace the new developments
Small business owners had no chance. For a small company with a great product to be able to communicate with its entire audience, an ad and TV cost of a certain amount of millions would have to be paid to Schibstedt (Aftonbladet, TV4, etc.). The evolution of marketing has made it so that these major players who control our flow of information have completely lost their power.