Top 5 Facebook Updates All Food And Drink Brands Should Know
2016 is certainly making its mark in the history books. It’s been the worst year ever recorded for celebrity deaths, the Pokemon Go phenomenon was unleashed upon us, the UK voted to leave the EU and it’s been quite a momentous year for Facebook too. The world’s most popular social network is constantly changing but this year the changes have been particularly significant.
When it comes to social media it’s important to keep your finger on the pulse. However, with all the other responsibilities on your plate, it can be difficult to keep up-to-date with all the changes which seem to happen overnight. We’ve all been affected by it. You wake up in the morning and check your Facebook to find everything has changed. Facebook never sleeps. You don’t need to worry though because we’re wide awake when it comes to social media. Here’s a list of the top five Facebook updates that could affect your business page:
- Facebook has finally changed the 20% text rule in ads
This is the one we’ve all been waiting for – after being rumoured for a long time Facebook has finally changed the 20% text rule in ads. Hooray! By the old rules, any advert which contained over 20% text was rejected but that’s all changed.
Instead of ads being broken up into a 5×5 grid, a rating system has now been introduced where your text is now rated OK, Low, Medium or High. This is great news for advertising agencies like us and business owners – to some extent at least. Ads are no longer rejected for having too much text but the more text in your ad means lower reach and higher costs so it’s something still to be wary about.
- Track store visits with Local Awareness Ads
Local Awareness Ads are about to get even better. Measuring the effectiveness of Facebook ads is one of the many challenges advertisers face but Facebook has announced a new update to Local Awareness Ads which is a total game changer.
Facebook is adding a ‘Store Visits’ metric so you can see how many store visits your ad is driving which ultimately proves ROI. It also allows you to determine what’s working and what’s not so you can tweak your advertising campaigns to get the best results.
- Facebook Exchange is closing down
This won’t affect the majority of us but if you use Facebook Exchange (FBX) this is grim news – or is it? FBX is (or should we say was?) a great advertising tool which allowed us to target the perfect audience but there was one major flaw to FBX – its reach was confined to desktop users. However, the majority of users access Facebook exclusively from mobile devices so maybe FBX isn’t going to be such a big loss to us after all.
Facebook certainly thinks so as they close FBX to turn their attention to the mobile advertising market instead. So, it seems that this isn’t the end of the world as you know it but is, in fact, an opening to new opportunities.
- That pesky newsfeed update
The biggest change that’s rocked the online world more than anything is that pesky newsfeed update that was rolled out back in June. The newsfeed now prioritises posts from friends and family so organic reach is fast becoming a thing of the past for business owners. Some of us are still reeling from this while the more social media savvy amongst us have already reallocated marketing budgets to Facebook advertising and are reaping the rewards.
- Audience Network to expand to everyone, not just Facebook users
Probably the most exciting of these updates is the expansion of the Audience Network. For those of you who don’t know your hashtag from your emoticon, the Audience Network launched a couple of years ago and allows advertisers to reach beyond Facebook with your ads appearing on third-party sites and apps.
At the moment only Facebook users are targeted but when the new update gets rolled out this is set to expand to all users even if you’ve never had a Facebook account in your life thanks to clever cookie tracking, buttons and plugins. ‘Reach’ is the holy grail of online advertising so we don’t need to tell you how amazing this is.
Yes, it’s been quite a year! All these updates can be overwhelming but don’t worry we’re here to help. All it takes is some clever planning. It’s critical for any business to have a social media strategy and we can create one together that works for you. Get in touch today for more information.
Written by Jacqui Keiss, Digital Account Manager at Root & Toot