Facebook Updates: Impact on Marketers and Business Owners

Posted on November 29, 2023

In the ever-evolving digital landscape, staying conscious of Facebook’s latest updates is crucial for marketers and business owners. In this article, we will delve into significant changes introduced by Facebook and how they affect your marketing strategies.


1. Meta Ads Revolutionizing Budget Management

Facebook’s parent company, Meta, is rolling out groundbreaking changes to its ad budgeting tools, enabling advertisers to optimize spending for various scenarios. One such feature is the introduction of budget scheduling, allowing advertisers to align their ad budgets with anticipated traffic spikes or promotional events. For instance, during peak sales periods like Black Friday, advertisers can set higher daily budgets to capture the heightened demand. The beauty of this update is that the budget will automatically revert to its initial daily amount after the promotional period, eliminating the need for manual adjustments.

This is a game-changer for advertisers. Previously, we could only choose specific times and days for running ads. Now, businesses can allocate higher budgets on weekends if they observe increased sales during those days. It’s a boon for sales events as well, streamlining the budgeting process.

Another feature in the pipeline is the bid multiplier, designed specifically for Advantage+ shopping campaigns. Advertisers can use this tool to increase bids for specific audience segments they value the most. This additional control over bids allows businesses to optimize spending on their most valuable customers within automated Advantage+ campaigns. By bidding up on strategic audiences, advertisers can drive more conversions within their ideal customer segments.

Meta is also extending support to business owners looking to promote their products with discount and promo codes this holiday season. Promotional Ads will soon be accessible to more advertisers in the United States, United Kingdom, Canada, and Australia. Furthermore, Reminder ads can now be placed in Instagram Stories, broadening their reach.


2. Ad-Free Facebook and Instagram Subscriptions

According to a Wall Street Journal report, Meta is exploring the possibility of introducing paid monthly subscriptions for ad-free versions of Facebook and Instagram within the European Union. The proposed pricing is around €10 (£8.68) per month for desktop access or €13 (£11.28) for mobile access, with additional charges for linked accounts.


3. Multiple Personal Profiles for Enhanced Segmentation

Meta is now allowing users to create multiple personal profiles, each with its unique feed, facilitating better organization and segmentation of their Facebook presence.

This is a significant shift from Meta’s previous stance, which prohibited multiple personal profiles and imposed penalties or shutdowns on accounts found in violation. Meta’s new approach encourages users to curate different business and personal presences. A business-focused profile can connect with professional contacts, join industry groups, and receive relevant ads. Additionally, users can create specialized profiles dedicated to hobbies, family life, and professional networking.

This change also opens up new marketing opportunities through segmentation. Businesses can target different audiences with separate profiles, akin to having specialized business cards. Niche agencies can tailor profiles to specific industries, curating relevant content and inspiration. However, the success of this rollout hinges on whether casual Facebook users are willing to invest time in creating specialized profiles or are content with a single, consolidated profile.


4. Meta Verified for Business Accounts

In the pipeline, Meta plans to offer businesses the option to purchase verified badges for their Facebook and Instagram accounts. This monthly subscription service, priced at $22 for one platform or $35 for both, comes with various benefits, including enhanced account security, priority support, and increased visibility in search results. Businesses will also gain access to customer service tools on WhatsApp.


5. AI-Powered Enhancements

Meta is integrating AI-powered features across its suite of apps, targeting select English-speaking users on Messenger, Instagram, Facebook Stories, and WhatsApp.

AI-Powered Stickers and Editing Tools: Meta is rolling out AI-powered stickers and editing tools, enhancing the creative potential of its platforms.

Meta AI and AI Chatbots: Meta is set to launch Meta AI, a new AI assistant, in beta, initially available in the US. This AI provides real-time information and generates photorealistic images from text prompts within seconds. Additionally, Meta is introducing 28 AI chatbots with unique personalities, some of which are voiced by celebrities like Snoop Dogg, Tom Brady, and Naomi Osaka.

These AI chatbots are aimed at providing an advanced conversational experience with distinct digital personalities. However, the connection between these AI characters and their real-life muses appears tenuous. For instance, the Snoop Dogg bot isn’t a direct virtual replica of the rapper but rather an altered personality loosely linked to him.

This raises questions about the appeal and purpose of personalized chatbots. People typically use AI for pragmatic purposes—to obtain information quickly and efficiently. Conversations often feel more authentic when they involve real people. Fictional personas could come across as gimmicky or lack depth.

On the flip side, digital characters offer entertainment possibilities. Even if not entirely realistic, vibrant personalities enable creative storytelling and unique user experiences. They might prove more engaging than a generic informational assistant.

It remains to be seen whether these AI chatbots will gain significant user traction. Testing their features firsthand will reveal whether personalized bots offer utility or mere novelty. Meta is taking a gamble that virtual identities will keep users engaged, and only time will tell if this pays off or if people prefer AI without artificial personalities.

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