Facebook has recently announced that they are making changes to their algorithm to prioritise posts from friends and family rather than businesses. At first this may seem like a ploy to get businesses to spend more on paid promotions and ‘pay to play’ through Facebook but even these Ads won’t have priority status over friends and family.
This has led to questions such as ‘Will the Facebook changes influence our potential reach?’ and ‘Will this be negatively impacting us?’.
At Marketing Delivery, we think that these changes are a positive step towards getting users back on to Facebook, increasing engagement and having a more pleasant experience. We don’t want to be part of ‘those annoying Ads’ and therefore we strive to have the most relevant and highly targeted content.
Our Car Alerts for Facebook and Dynamic Remarketing Ads are a great example of this. We’re targeting Facebook users who have enquired about a Car or have visited a dealer’s website. These people are actively engaging with our clients and therefore would (should) appreciate our Facebook Ads. Similarly, our Service Alerts Ads are only run to the small number of people who fall in to the ‘Service and or MOT due’ audience.
A number of our Ads are highly targeted as they run to the same data audience as our eCRM communications, which we have been tailoring and perfecting for 10 years now. The more relevant and targeted the audience, the more successful any marketing communications. Furthermore, better content will result in better engagement. Facebook allow us a range of formats and visual ways to catch attention, from Videos to Carousels, which we utilise to stand out.
To conclude, will the Facebook algorithm changes impact us? Yes.
Will they negatively impact us? No.
We’re expecting these changes to keep us on our toes, staying targeting and producing quality content.