If you’ve been keeping tabs on social media trends so far, then you’ve probably seen Facebook on the news as of late. While they’ve been under fire for certain issues, we do need to also take note of their own consumer-centred policies and recent updates that may affect your Facebook lead generation strategy.
Here are some of the relevant updates to look out for:
1. Facebook Recognises Low-Quality Content
In an attempt to make more ‘meaningful interactions’ more authentic, the social media giant is making further changes to their algorithms to spot and flag spammy content. The challenge for brands now is to create content that actually engages the user and grabs their interest without using clickbait titles and images. If Facebook catches a sniff of something spammy, your page will be penalized.
What is engaging, high-quality content then?
It’s anything that’s relevant both to your business, your industry and your audience. When you create posts for your FB page, put yourself in your audience’s shoes and think of the following questions:
- Is it timely or relevant?
- Are you a trusted source of information?
- Would you share/like/comment on something like this on your own feed?
- Is the content genuinely interesting?
- Is the content actually useful?
- Do you consider the post high quality and related to the business?
- Would you complain if you saw the post on your own feed?
Changing your social media strategy and producing more S.M.A.R.T. content will help you avoid being seen as “spammy” by FB and will reach your audience to get you the engagement you need.
This rings true for Facebook ads as well. If you push an ad campaign that is relevant, trustworthy and interesting, then you can reach a bigger, more responsive audience.
2. Compliance with the CCPA
If you’re serving ads in the state of California in the US, you will have to comply with the California Consumer Privacy Act, which grants its constituents the right to control their information.
This means that Californians have the right to know which entity is gathering and using their personal information as well as knowing that these entities will not use such data for anything else.
Complying with the CCPA is a must and Facebook lead generation specialists targeting Californians will see a drop in campaign performance as retargeting and some measuring capabilities will be limited. Still, your customers’ privacy should be a top priority, so complying should be easy.
3. Ad Limit Pushed Back to 2021
A few months ago, Facebook reported that it will be limiting the number of ads a company can run this year. But we received news that they’re pushing this update to 2021 instead. The social media giant explained that they want Facebook advertisers to develop best practices before they enforce this policy.
So what does that mean for you and your campaigns?
While it will affect only a handful of pages, this rule will give you a better idea of what campaigns you really need to implement. Prioritise campaigns that you believe will give you quality leads and conversions and develop a workaround on your budget.
4. Ad Disclosure Policy
Facebook has released a new ad disclosure policy that allows users to know why they’re seeing your ad and how their information was used. If their information is in a list sold to advertisers, they’ll know right away and will ask for their information to be excluded from that list.
You want your audience to trust you, so this act of transparency on Facebook’s part will discourage brands from buying information from third parties. This is beneficial on your part if you, too, are transparent to let your audience know that you get information from interactions on your website and the information they post on social media.
Facebook lead generation is entering a whole new level of security and trust is a major part of the advertising game. To ensure that you’re serving relevant and respectful ads, you’ll need a partner who can help you get through your audience and convert those likes into leads.Social Fox offers Facebook lead generation services that always keep both the business and customer in mind. From developing a winning strategy to making adjustments to keep your audience coming back to you, you can count on us to make sense of Facebook advertising. Call us up at 03 9626 9576 or visit our website to learn more about our advertising services.