By now I’m sure you have heard about changes taking place in Facebook’s advertising policies.
Adam Mosseri, the Head of News Feed at Facebook, posted an article explaining this in more detail. He says the News Feed will be reorganized to “prioritize posts that spark conversations and meaningful interactions between people… We will also prioritize posts from friends and family over public content.”
Mark Zuckerberg says, “As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”
In other words, Facebook wants users to see updates from family and friends and things going on in their community in their feeds. They don’t want users inundated with excessive ads and click-bait in the middle of what is supposed to be a social and interactive space.
So what does this mean for radio?
Advertisers are losing some easy ad placements and will need to try harder – and pay more – to continue advertising on Facebook. This is a great time for your sales team to take those advertising campaigns back.
Ask your clients:
- Why use a medium that considers your ads immaterial and deprioritizes your content?
- Why spend money in a feed that might not even show your ads to your core customers?
Instead, they can advertise with a local radio station, alongside other content targeted to their customer base, to reach people in their cars and on their desktop, mobile, and smart devices.