Some say it is the root of all evil, others that it is what helps a business grow and flourish. I’m not here to tell you what the system does, but I will say how facebook has changed since it’s IPO.
Whether you are a consistent social media user or just using once a month, you’ve undoubtedly noticed that their are more ads across your newsfeed. The algorithm is changing, and it is not changing in favor of the users. In a free service the user is what is being sold, and the buyer are the business pages. Posts are showing up less frequently on newsfeeds and facebook is pushing it’s sponsored posts ability to increase profits.
On a more positive note, these sponsored posts are a fantastic way to reach like minded users and find a targeted group to build your following. For example, one of my clients is a printing company near a large ivy league university. Every year the graduating seniors must bind their thesis and turn it in to the university. With the social ads it is possible to target only graduating seniors at that particular school and do it only during the 2 month period in which they must bind the thesis. If you really wanted to get particular than you could align each ad with the students major based on when the turn in date is scheduled.
What other advertising medium can you reach out to this specific of an audience? Facebook may be headed in the direction of evil, but for a small business with minimal ad budget, it can be a gold mine. This campaign referenced gained 40+ clicks to their online order form page in the first day. That day cost them $3 in media buy. In comparison, this could have bought one single click on google adwords.
Thanks for reading, more rants about facebook to come.