03 Jan Facebook Advertising Predictions for 2018
Last week we spoke about some of the major changes in Facebook Ads during 2017 and given the New Year we wanted to give you our Facebook Advertising predictions for 2018 and what to expect.
Firstly, I don’t make predictions without supporting trends or data. I know a lot of people tend to make predictions because frankly there is no recourse if they get it wrong. I don’t want that to be one of those articles. I’ll revisit this half way and at the end of the year to see how I went. If I’m wrong I’ll admit I was w-w-w-w-w-rong, but if I was right I’ll try not to gloat too much.
There are three key areas I can see Facebook focusing more on into 2018 and beyond. These are a result of their increasing influence on controversial issues and the role they play in the lives of people affected by the issues and debates surrounding them.
The key areas are:
- Authenticity; and
‘Transparency’ – the buzz word of 2017 will continue to feature heavily in 2018. It first came to light when Facebook were investigated for a Russian agency’s role using Facebook to advertise divisive issues in the lead up to and during the US Election. This lead to some widespread negative press, congress hearings and forced Facebook to update their advertising policies to better show users how they are getting targeted with Facebook Advertising.
It first rolled out to political campaigns that showed users which ads they were running, how much they were paying and who they were targeting with their campaigns. In November Facebook introduced a lighter version of this to all pages to show complete transparency on every ad, regardless of whether the user is in the target audience or not. It was first rolled out in Canada and will continue to be rolled out worldwide in the coming months.
The Russian agency issue drove some major change at Facebook (and many other tech giants for that matter) that will continue to force them to stay on top of their ability to drive widespread influence. Whether it’s a token gesture/fighting a losing battle (that’s a discussion for another day) then you can be sure that Transparency will be a focus for Facebook into 2018 and beyond.
How does this impact Facebook Advertisers?
It shouldn’t if what you’re doing is trustworthy. These regulations were put in place to stop large-scale companies and organisations from deliberately trying to alter results of real-life events like elections and deliberately spread false information around debatable issues.
From a competitive point of view, some advertisers could potentially see your advertisements and seek to emulate that in their sales funnel. But realistically, you have access to more data and information on your own results and the custom audiences you have built then they ever will. So if you think about how you can deliver a solution for your ideal customer and target them with a specific message, if your product is superior it doesn’t matter which organisation tries to copy your approach.
- Facebook will make it simpler for people to discover information on the ads they’re being shown, even more than their current solution. It will be a manual process though that remains to be seen whether users actually make use of it (if it’s not easy, it won’t be used) and will most likely be more of a token gesture to meet political demands.
- Facebook will also begin to make it easier for Advertisers to discover more data and read it properly to better understand how they can use it in their advertising strategy. This will include a more robust Analytics offering and more information on how they can better utilise their advertising dollar they’re spending that isn’t just on Facebook.
Spam comments and bots will start to be cracked down on to make sure they aren’t detracting from the user experience. To be clear, I’m referring to spam comments and interactions on Instagram & Facebook, not the Messenger Bot experience (more on that in a sec). You know the comments, the broad, non-specific comments like ‘Pretty sweet’ and ‘I love this ♥️’ that appear on your post 3 seconds after positing it. Instagram has already managed to shut down some of these services such as Instagress and Mass Planner furore of 2017 still scars some so-called Instagram influencers.
This cry for engagement over results has driven some users mad and Facebook has reacted by reinforcing the principles of their Facebook Advertising standards as a result of some advertisers trying to ‘game’ the system.
How does this impact Facebook Advertisers?
Advertisers will need to think more about how they can continuously build a relationship over time BEFORE they ask for a conversion. You will need to produce content that not only improves the user’s browsing experience but also plays nice with Facebook’s preferred content mediums and formats. This means, if you’ve been delaying investing and creating video for the past 12 months, make 2018 the year you finally get involved in using video in your advertising strategy.
Facebook are also emphasising the need to get users into a custom audience BEFORE you promote a sale or offer to them. It’s likely that conversion campaigns are only going to be successful if they’re being served to an audience that has interacted or have seen the brand before. Whether that be through an engagement custom audience or a website custom audience, you need to think about how you drive an interaction first.
- Facebook will become a haven for video creators. If you thought they’ve been focusing on heavily on video before, 2018 will bring a new wave of video creators and content as Facebook looks to take on the might of Youtube with their new Facebook Watch segments and video creators app.
- Messenger bots will be able to do just about anything – except replace the role of human interaction. This is an important note because people will expect more individualised attention on a platform that they’re used to having 1-to-1 conversations. But bots will be able to replace much of the initial conversation based on the answers users have to be able to deliver a more specialised solution for them.
It comes down to this, Facebook’s mission statement is “Give people the power to build community and bring the world closer together”. The two key words that stick out in this are community and closer. Facebook wants an authentic experience on their platforms and this involves actual human interaction through their technology.
In my opinion, there are 3 main aspects of their company that can help do this. Facebook Messenger, Facebook Groups and Facebook Oculus Rift VR. The latter being one that is still in its early stages of community development.
All three of these solutions help achieve their mission statement by directly connecting users together.
The best performing Facebook Advertising accounts we’ve managed are ones that have worked tirelessly to engage and captivate an audience over time. Facebook are more likely to deliver better results for these advertisers because they know that their audience are constantly interacting with their brand.
How does this impact Facebook Advertisers?
It means that advertisers will need to have a deeper understanding of their customers and what makes them tick. Having a better comprehension of the psychological motivators will allow advertisers to show content and advertising creative that connects with their audience and helps build a community around their brand.
So you need to look behind the ads that promote your product, lead magnet, promotion or sale that you’re offering. How can you get their attention with creative that speaks to their pain points, that keeps them interested and capitalises on that attention over a period of time? Look past the user as a number and closer at what makes them tick. This approach will help you create better advertisements.
- Facebook will be more stringent on their newsfeed than ever before. Straight promotional ads to cold audiences will become even more expensive and receive less reach UNLESS they are going to an audience that is very likely to take action i.e a custom audience or accurate lookalike audience.
- You will see more people put advertising dollars behind video to drive viewership to build regular watching schedules, get user data and receive income from pre and mid-roll advertisements.
Which predictions do you agree or disagree with? Tell us in the comments!
Don’t forget to subscribe to be notified when we revisit our Facebook Advertising predictions in 2018.
Find out which platform we use for webinars and why they're important to staying connected with your customers.
We've created some resources to help your business continue to market effectively during the coronavirus pandemic.
If you’re looking to get started with a Facebook Messenger chatbot, this is the perfect place to setup and install a ‘Get Started’ chatbot for your business.
Contemplating installing a Facebook Messenger chatbot or just curious as to whether they work – here are some 2020 statistics on Messenger Marketing
Discover which Messenger Chatbots you should be using in 2020 to give your business a competitive edge.
Find out where people's attention will be placed in 2020 so you can place your marketing strategy and budget in the right areas
An upcoming training session to show how businesses can capitalise on the Xmas rush with the use of Facebook Messenger Chatbots.
Here is how to set up a Facebook Messenger Chatbot in under 20 minutes to get it up and running.
What is the ideal audience size for Facebook Ads
Here are some Facebook Messenger Bot Examples that you can use in your business and various industries. We regularly add to this list with new ideas
Find out how to increase customer loyalty by delivering loyalty programs with Facebook Messenger Bots. Fully automated. Simple to implement.
How can you use Messenger Bots to drive members at Gyms & Fitness centres? Find out more in this article I contributed to
What do the Queer Eye Fab 5 have to do with Facebook Advertising? We’ll show you!
Facebook has again made a suite of changes to their platform with new features
Facebook now lets everyone see every active Facebook ad a page is using, regardless is you’re in their audience or not
Facebook Ad benchmarks and metrics that you should be paying attention to for successful campaigns
How to secure your first Facebook Ads client and grow your Facebook Advertising business
We’ve compiled this handy resource guide that presents the information we’ve compiled about the GDPR and how it affects businesses that market online, particularly on Facebook.
Catch up on the latest Facebook Advertising Updates for March 2018, including the latest on Facebook's Privacy breaches that affect Facebook Advertisers
These funnel templates are a great start and they’re ideal if you just don’t know how to lay out a system that allows you to be in front of the right people.
These are my Facebook Advertising Predictions for 2018. There are three key areas I can see Facebook focusing more on into 2018 and beyond.
This article covers some of the major Facebook Advertising changes that have impacted advertisers in 2017
The past month has been a big month of updates for Facebook Advertising Updates towards the end of 2017
In this article, I break down how I name Facebook Ads and arrange all levels of a campaign so I can easily keep track of their results.
In this article, I’m going to cover how you can speed up the impact with Facebook Advertising campaigns to start getting a return faster.
I review Nourished Life's Facebook tactics and how they went from humble online store to $20 Million in sales in 4 years.
Explore the latest Facebook Advertising Updates to stay on top of changes that affect you as an advertiser.
A list of key Facebook Advertising resources we use to help manage and succeed at Facebook Advertising each day.
How to optimise your Facebook® campaigns properly with the right data, the right information and tools you need to get results
Facebook Advertising Case Study, how we delivered a 2x return on ad spend and a 20% uplift in clients for a local yoga studio.
Find out how to customise Facebook Ads Reporting and filter the columns so you can determine the numbers that matter.
I believe that you always need to keep learning so I’ve listed my most popular resources and blogs that we learnt from when I first started, and continue to learn from today.
Creating a Facebook Advertising Funnel helps move customers from a cold audience towards the point that they’re ready to purchase.
Facebook now offers a Store Visits objective allowing physical based businesses to target people that are most likely to visit your store
Discover how to find the right audiences to target your Facebook Advertising campaigns so they are most likely to convert
How to take the social proof on your Facebook posts - the likes, comments and shares; and make sure you optimise them in your ads strategy.
Facebook Analytics is a new feature for businesses to get more analysis of not just their ad performance but of ALL your website visitors.
How do you determine how much you need to spend on Facebook Advertising and how much they cost so you can budget for your Facebook Advertising Campaign
At this upcoming event, we’ll take you through the steps we take with clients for Facebook Advertising and how you can make the most from Facebook Live.
I was recently interview on the Vegan Business Media podcast about all things Facebook Advertising and Facebook Marketing
We cover how you can generate business and drive a closer relationship with your customers using Facebook Messenger and automated messages.
Facebook Collections is an ad unit that features products below the image or video. In this article, we show you how to set up Facebook Collection Ads
Have you wondered how you can utilise Facebook Offers? In this article, we cover the steps on how to setup a Facebook Offer.
It’s easy to quickly run up a hefty Facebook Ads bill, follow our in-depth steps to setting up Facebook Ads that are successful
You’ve decided to go live on Facebook, but what do I talk about? Here are some Facebook Live Ideas you can use in your own business.
How to create social media content for businesses that are in ‘boring’ industries. Because not everyone has an exciting product to promote.
We answer the question of all people that are skeptical of Facebook Ads and how they can give their campaigns the best chance to be successful
Find out if this is the right webinar for you and how it can impact your business. Finding Social Media Content
Don't Risk The Success Of Your Social Media. Consistently find content that gets a response from your customers and produces results for your business! Join the free webinar now to find out how
What if you could use your resources and talents more effectively to get the MOST out of a single piece of content?
Do you know where to look for new posts to publish on social media? In this blog post we outline 6 areas we always look to provide fresh content.
There are reasons and then there is the reality. I'm here to help provide solutions for road blocks you have when finding content for social media
The sweet spot for Facebook advertising is when you can re-target your custom audiences to starting seeing some amazing results from your Facebook advertising.
This article will help you find the right social media agency for your business so you can get results from a knowledgeable expert.
Check out our list 13 Free Facebook Resources you might not have got around to checking out yet and could have a BIG impact on your business
You only have to look at the current stats and usage of Messenger to see that it’s making a big impact in how people are communicating. Find out more.
Choosing the right objective for Facebook Advertising has the potential to make or break your campaign. Make sure you’re not wasting money by choosing the one that is right for you.
Introducing our brand new online training course how to manage your Social Media in 20 minutes each day
Facebook Groups could be solution that could be right for your small business is to create deeper engagement with your customers
We profile Co-Schedule, a Social Media management tool that helped cut the time it took to manage social media in half
It’s a proven fact that Pinterest is one of the best platforms when it comes to converting your fans from just browsers to paying customers.
Whether it be a brand new or just expanding on your current channels, starting social media on a new platform is a critical decision. Take these steps to ensure your success
Facebook Canvas Ads provide an immersive experience to allow companies to showcase their products and tell their stories all in the one area. Find out more.
Facebook Lead Ads can provide a seamless method to gather qualified contacts and leads for your business. Find out more.
The key to your Facebook Advertising strategy is simple, easy to implement and once it's done it will completely change how you look at Facebook Advertising
What goals have you set for your Social Media Strategy in 2016? Perhaps venturing in to a new Social Media channel might be one. The question is, which one?
How to successfully use questionnaires in your business. Steps to design, capture and use valuable marketing insights for your marketing strategy
How many times have you seen offers on Facebook telling fans to share a post to win a weekend away? Or tag your best mate to win a prize pack? Chances are you’ve seen them and have been tempted to a) Enter it, or b) post a similar one to your business page.
The biggest opportunity that Facebook provides to marketers as it grows is the ability to tap in to the detailed data they have on it’s user base.
We’ve all seen the big blue tick on celebrities or major brands pages and wonder, how can we too get one? We’ve got some good news. Every small business page out there can get themselves a tick of verification.
Christmas day can get hectic. So the last thing you want to do is be rushing around last minute trying to plan content for your social media channels. Be on the front foot with these tips.
Picture this: You go and browse a gift for Christmas and then WHAM! it’s sitting in your newsfeed offering you an incentive to come back and purchase.
Got some down time over the holiday period? Why not kick back with an insightful tome to get you excited and ready to attack 2016! Here are 8 suggestions of books we’ve read, recommend and think every Social Media Marketer (that’s you) should read.
If you’re a small business and also a mad superhero when it comes to doing everything for it, chances are you’re in need of a break when it comes to the Christmas and New Year break.
Engaging with your fans and running competitions on social networks is becoming easier than ever. With both Twitter and Instagram now allowing access to chat back and forth with fans via private message means that not only can you swap information about the competition details, it means you’re allowed a more intimate chat with your customers.
Facebook verification is now open to all business pages with a physical location. Find out how to do it in 3 simple steps with this live screencast
Taking the time to focus on social media scheduling means you will save time, be able to promote your business to a wider audience & gain new followers. See our tips for why scheduling can be a game changer for your business.
Periscope is the new social media channel currently taking the internet by storm and has a number of benefits for small businesses.
It’s had a complete overhaul. With extreme competition from Facebook and Twitter, the grand plans for Google+ never really worked out they way they would have hoped - but that’s not to say you should be giving up on Google forever.
We’re constantly getting asked what is the best way to manage an Instagram presence with a limited amount of time. We’ve tested most tools for Instagram and compiled them in to an easy to read summary and analysis.