Despite its waning popularity, Facebook is still going strong. If you’re wondering what the company has in store for its on-page advertisements, we’ve got all the information you need to decide how to use its system as part of your online advertising efforts.
More marketing companies are using Facebook to advertise their products this year, and nearly two-thirds of those companies stated that the platform was essential for success in their marketing campaigns. Facebook’s specialized ad controls were introduced less than a decade ago, which raised revenue from $272 million to $777 million in just one year. This year’s revenue will be around $36 billion.
Facebook’s personal account growth was 12.8% from 2015 to 2016, but slowed to 9.6% from 2016 to 2017. It’s predicted to drop to 7.9% from 2017 to 2018. This, plus limited page space, will cause ad spending to decrease to less than half of what it was in 2016.
Research has also found that Facebook users are beginning to experience sensory overload with the style and amount of ads they’re shown, causing them to tune them out. This has led to drops in ad exposure on user feeds and may point to companies refusing to change their Online Marketing strategy.
You can avoid adding to the overcrowding of ads on Facebook by paying close attention to new ad styles when they appear and using them as soon as possible. Stick with Facebook ads if you’d like, but for the time being, don’t use it as your main marketing platform.
Only half of Facebook users perceive their marketing tactics on Facebook as effective. Additionally, Facebook’s user video watching expectations were exceeded by 80%, and any user who saw a video on their mobile phone and computer was counted twice, indicating that Facebook’s measuring systems may not be up to snuff.
Since Facebook only shares its data with certain companies that have undergone thorough investigation, many excluded companies desire to select independent data partners. Every business that chooses to advertise on Facebook should keep track of its data and make sure it isn’t duplicated or affected in any way.
With ad fatigue becoming more common, Facebook has realized it either needs to find new places to put its ads or frequently change up its ad layout to keep users interested. The ad pileup has become so bad that more than half of surveyed users spend as little time on their feeds as possible to avoid ad overload.
Swapping out certain ad types can help counter this problem. Link ads, for example, could be replaced with video or photo ads, so marketing in general stands out to consumers. Following suit makes companies blend into the crowd and fall silent.
Fortunately, marketing companies are catching on and beginning to use video advertising much more than before. Facebook will soon also provide businesses with a mid-roll option for a greater opportunity. Clearly, the company is fixing its problems and offering improvements to those who use it, strengthening its image in the process.