🚨 WHAT'S CHANGING ON FACEBOOK 🚨
Following Mark Zuckerberg's testimony I think it's an appropriate time to post EVERYTHING I've been able to extract from both my client's accounts and my chats with my Facebook reps on what's changing:
TLDR; Facebook is getting really protective about it's users data, but also taking measures so that you cant 'stack' third party demographic data with Facebook's user behavior data.
1. You've probably already seen this for the last few weeks but Facebook no longer let's you see small audience sizes, which makes it harder for you to hyper target people.
2. The biggest news that affects businesses is that third party data will no longer be available. I've used this with my clients and I'm sure you have to. What is third party data? It's the 'Behavior' section in Audience interests that uses Third Party Partnerships to give you information on a user's lifestyle. Some frequent ones I've used are:
- healthy eaters
- credit card users
- people with gym memberships
- income brackets
- where people are from
- what type of car people drive
- political affiliation
- credit card users
- people with gym memberships
- income brackets
- where people are from
- what type of car people drive
- political affiliation
🔥 I've listed the dates that Facebook will be removing these at the bottom so you can prepare accordingly. 🔥
3. Due to the amount of data that was collected during this breach, Facebook is now doing a full audit of all third party apps that access the system and monitoring them accordingly.
The ones that affect us most here in these groups are the messenger apps, like Manychat. If you didn't already install it, you'll notice that Manychat won't let you add your page anymore since Facebook has blocked that.
I also think that, whereas we had free reign to do as we pleased with Messenger marketing before this, once the platform opens up again, there will be clear policies in place to how we communicate with our users.
⭐️ How Does This Affect My Business ⭐️
Between the removal of third party data and the algorithm change rolling out across Facebook, I think it's more important than ever to train your pixel as much as possible.
ALL of these changes only affect your ability to reach Top of Funnel cold leads. Once you get people to your website and have funnels in place with a proper pixel, customer data is no longer necessary.
If you don't have a pixel, install it now! If you do have one and you haven't been focused on marketing - GET STARTED BEFORE YOU LOSE THE ABILITY TO HYPERTARGET PEOPLE!
I think after this change there will be a large inequality between Facebook advertisers, where it will be exponentially easier for the ones with good pixeled audiences (Lookalikes and other custom audiences) to scale than new brands getting into marketing.
· Important Dates To Remember ·
May 10: After this date, you will no longer be able to create or edit campaign using Partner Categories built on audiences from the UK, Germany, and France; however, they will be allowed to continue running until May 24.
May 25: We will no longer deliver to Partner Categories built on audiences from the UK, Germany, and France, and these targeting options will no longer be available for use on our platform. You will notified to update any targeting containing impacted Partner Categories before this date.
June 30: Last day for creating new or editing existing campaigns using non-EU Partner Categories; they will be allowed to run until September 30.
October 1: All other Partner Categories will no longer be available as targeting options on our platform and we will stop delivering against these audiences. You will be notified to update your targeting by this date.
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