The Lay of Facebook Land

Basically, there are only three ways your followers will see posts generated by your company page:

  1. Your audience is versed enough in FB to know how to set their Newsfeed to set your page views to the “See First” setting
  2. Your audience searches your page and reads posts from there
  3. You pay FB to place it on people’s Newsfeed

The “See First” setting is simple to do.  Just go to the page you want to see all posts from (you must like or follow the page), click the drop down menu on the following button and select “see first”. That’s it. Now you’ll see every post (up to 5 a day) on your Newsfeed. However, Facebook doesn’t seem to be promoting this feature.

Every page has loyal followers (often friends, family and the people posting) who will search for your company page directly and read posts from the page Newsfeed. Unfortunately, the majority of followers won’t, which leaves you with paying Facebook to advertise on the platform.

The Ads platform is changing every day as well. Facebook’s marketing glossary continues to expand as do the features. Terms like LTV (Lifetime Value-which is the overall revenue a business generates from an average user throughout their time using the app); add to a growing list acronyms specific to advertising on the platform.

New features released this month alone include the Info & Ads Feature that allows all users to view every ad a page is running at that moment, even if the user doesn’t Like/Follow the page or is a member of the targeted audience. Also, you can cross-post (single image posts only) onto an Instagram account from Facebook. Companies like HootSuite and Buffer are loosing their service values by the day.

Old and reliable features are going away just as fast. Facing elimination as of August 15th is Partner Categories. They are some of the demographics available when creating targeted audiences. These demographics are derived from third-party data.  The third-party partners are the “big guns” which include Acxiom, Epsilon, Experian, Oracle Data Cloud, and Quantium; the data giants of today.  They help provide game-changing personal information within the paid ads stage such as household income, parents with children [pick the age], or what kind of car your audience drives.

Depending on the targeting options you select, soon  you won’t see leading indicators such as audience size and potential reach either.

We’ll keep you posted as things continue to evolve.

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