Are you up to date on changes from Facebook? Wondering which Facebook updates are important to marketers?
In this article, we explore Facebook changes that affect your marketing.
#1: Facebook Q2 User Stats
Meta's Q2 2023 earnings results show continued growth in users and ad impressions on Facebook, although ad prices declined. Specifically, Facebook reported 2.06 billion daily active users in June 2023, a 5% increase from the same time last year.
The platform also reached 3.03 billion monthly active users by the end of Q2, up 3% year-over-year. However, while ad impressions delivered across Meta's apps grew 34% compared to Q2 2022, the average price per ad dropped 16% during the same period.
Our Take: Guest expert Mari Smith says headlines claiming Facebook is dying or decreasing in popularity are false, based on the continued growth in daily and monthly active users. She states that Facebook very much remains alive and popular, even if aspects of the platform can frustrate users at times. Mari reiterates that marketers should not give up on Facebook too soon, given the size of the active user base.
#2: Facebook Groups
Early in August, a number of Facebook group admins reported receiving notification that indicated Meta would assign Admin status to another group member unless they became more active in the group.
Our Take: While this issue emerged over a year ago, it is once again generating concern among group admins who have invested significant time and effort building their groups.
Facebook appears to be targeting “dormant” groups that have had little or no recent activity. The platform prefers active engagement and sees inactive groups as a waste of resources. In some cases, admins are given a 6-day notice before the switch.
To avoid this situation, Mari recommends that group admins take three steps: 1) Assign at least one backup admin who can take over if needed, 2) Archive any old, unused groups yourself versus letting Facebook remove you, and 3) Re-engage any inactive groups to show that there is still activity occurring. While the primary admin does not need to post daily, taking measures to keep groups vibrant will help avoid automated admin changes.
#3: Facebook and Instagram Algorithm
To align with the EU's Digital Services Act, Meta is providing Facebook and Instagram users in Europe with the ability to switch off customized feeds and search results driven by their personal interests and activity history.
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Our Take: The EU's Digital Services Act aims to give users more control over their data and how it shapes the content they see. The regulations address growing concerns over how platforms leverage personal data to keep users engaged. Hyper-targeted feeds based on extensive profiling can manipulate what information and views people are exposed to online.
Without this individual user data, recommendation engines will rely more on generally popular content. TikTok, for example, has said it will emphasize locally trending videos.
The impact of the new mandated controls remains unclear but it's highly likely users may see more generic, less tailored content.
While major changes may be slow to arrive in the US, Europe's proactive approach to regulating big tech could set an important precedent. For now, platforms like Facebook and TikTok will have to recalibrate their algorithms to put more control in users' hands per the new EU rules.
#4: Facebook Ads
Meta has introduced a search function for branded content campaigns within its Ads Library. This enables businesses to look up which creators rival brands may be collaborating with on sponsored social media posts.
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Our Take: Viewing competitor partnerships provides inspiration on potential influencer marketing strategies. Tracking collaborations also helps gauge investment levels in sponsored content across the industry.
As consumers grow more aware of blatant ads, influencer marketing allows natural product integration and endorsements. The Ads Library offers transparency into this popular form of organic branded content at scale.
For marketers seeking an edge, these searchable branded content insights create an opportunity to learn from and outmaneuver rivals on Facebook and Instagram.
Mari Smith is the leading expert on Facebook marketing and author of The New Relationship Marketing. She’s also a popular speaker and regular guest on the Social Media Marketing Podcast.
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