5 Facebook Gripes From Advertisers

5 Facebook Gripes From Advertisers
SHARE
THIS



While Edge’s executive creative director Matt Sterne may love using Facebook for personal reasons, when he gets into ‘advertiser’ mode he has a number of issues with the platform.

I’ve been happily using Facebook for many years now. As an individual, this free platform has helped me connect with friends and family and I don’t mind if the world sees me doing my best Michael Jackson impersonation in front of the mirror. Overall it’s been a positive experience.

The gripes however, come thick and fast when I put my advertiser hat on. Yes, I’m one of those people that has another secret Facebook life. I’m the type of user that likes dozens of random corporate pages, tests all sorts of weird posts, likes and shares all sorts of random content and generally does a bit too much of everything.

There are some mounting issues that are beginning to really annoy me. Many of which seem to contradict the longer term strategy that Facebook has in mind.

Let’s explore my top 5 advertiser gripes:

1. Allow advertisers more creative flexibility on their pages

When Facebook released their latest update to Pages a few months back, the first thing that came to mind was, “Why do we even need a home for brands any more on Facebook?” Over the years, the page ‘home’ – be it a personal profile or business page has become more and more redundant as the news feed is where all the engagement is at.

But why copy Twitter? Do we really need a second platform that is one big feed and profiles are just a formality around description and numbers of fans/followers?

I remember the days when pages were able to incorporate varying types of interactive media and there were more reasons to engage with pages. Now, with tabs being virtually made redundant, it is nearly as if Facebook has said, “If brands want to do anything sophisticated other than images and video, they should send their audience elsewhere”. Hence the rise of social aggregation platforms like Stackla and a bunch of others to actually contain social content. Hmmm yeah, I don’t get this either.

So Facebook, why would you direct people out of your platform? Twitter already does a good job at this.

Why would you invite brands and advertising teams to explore social media aggregators because Facebook no longer facilitates their needs? Think about it.

2. Allow YouTube and other video embeds to be maximised in the news feed

Facebook has been talking up video for years be it at conferences, events and in published content. It believes video is absolutely key when it comes to great social content and acts that form a narrative storytelling structure.

Boom! Damn right Facebook.

So why ‘punish’ social video embeds? When a brand wants to embed other forms of video into their timeline (YouTube content for example), they receive a nice little thumbnail for their troubles, instead of a beautiful full width video embed.

Ah, sneaky sneaky… I see what you are doing here, Zuck.

You are rewarding the use of the Facebook video platform and decreasing engagement likelihood of other embedded media. Fine. Yet another thing you want to own. But while you are doing it, do you mind dramatically improving your own video product because it’s rubbish?

And from a brand perspective, it makes it very annoying to have to split up multiple video formats on different social channels. Make it easier for us and allow any type of media to be embedded in full-width timeline glory. It’s not too much to ask is it?

3. Reward engagement with improved algorithm reach

Okay here’s an idea that might be a bit out there. Edge Rank Algorithm tightening now means a reach of organic content of around 4 (one more time for the dummies). Paid media is essential to gain reach if you want to take your engagement seriously.

But what if Facebook actually rewarded good content with an improved reach? For example, if the advertiser and agency partner is able to produce engaging content that performs to a certain benchmark, they are rewarded with a higher algorithm reach. Use sneaky tactics, break certain rules, try to game the system etc. and you are penalised.

Okay this one won’t fly, I know. Maybe the next gripe will. I’m on a mission around this one.

4. Modify the ‘less than 20% rule’ on sponsored posts

When exactly did typography become redundant when it comes to beautiful, engaging advertising? Well it hasn’t in the real world but Facebook would like it to be on its platform – should you wish to put any advertising spend behind promoting your posts (see previous gripe).

An image or photo alone does not communicate a creative idea and this is incredibly frustrating for marketers and social media teams the world over.

Let’s consider a few points around this. A campaign or brand initiative involves key art where typography is part of the concept lockup. Fail – try again please. How about a simple infographic that contains typography? Fail – back to the drawing board. What about the global branding where typography is a part of the actual artwork? No. Aren’t quotes engaging? Yes they are but apparently they look like spam on Facebook.

Okay, I’ve made my point.

This is a ridiculous rule that even Facebook is breaking themselves time and time again with unsponsored posts – evidence enough that this is a restrictive rule that does not gel with graphic design common sense.

5. Use a stories platform for longer term platform engagement

Okay, now if Facebook does actually implement this, I’d like a few bucks come my way please. But you know what? The following concept should really be complete no brainer that someone’s grandma could come up with.

Facebook has made it pretty clear with various snippets and official release materials that it essentially wants to make the world better through transparency of information and increased sharing of thoughts and ideas. Sounds a lot like Twitter to me.

Anyway, the one thing that is missing for Facebook is the idea to keep people in the platform. Why would you want your customer to fly off every time to a new resource, link, other social platform etc?

Here is a tip Facebook. Turn the Facebook Stories platform into a microblogging platform. Yes, essentially copy what medium has achieved for Twitter. But make it more seamless.

Currently, brands are using every other possible method for traditional editorial content apart from yours. WordPress, medium, brand sites are full of gazillions of articles you are essentially pushing them towards. I don’t get it.

Why not contain them? Give brands an easy, lightweight method to publish SEO rich articles. Take the old concept of ‘notes’ and blow it up using under the stories umbrella. Keep users within your ecosystem for longer. Make Facebook a further extension of their marketing strategy.

Final thoughts:

Don’t lose sight of what made social networks great. The ability to customise, personalise and create curated virtual garages for a variety of interactive media. A world of streamlined news feeds isn’t the be all and end all of social content.

Latest News

Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Digital Breadcrumbs: Picking Up The Pieces Your Competitors Leave Online
  • Opinion

Digital Breadcrumbs: Picking Up The Pieces Your Competitors Leave Online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign
  • Advertising
  • Campaigns

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign

At a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp has unveiled a new creative platform focused on making the complex simple. In a move that expands the brand beyond the sunshine state, Suncorp’s strategic approach is all about helping Australians focus on what they do […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Finalists (And Host) Announced For Siren Awards 2018
  • Media

Finalists (And Host) Announced For Siren Awards 2018

Finalists for the best radio ad for 2018 have been announced, with 10 of Australia’s leading agencies from Sydney, Melbourne and Perth competing for the coveted Gold Siren. The finalists include The Monkeys, Clemenger BBDO, Marketforce, J. Walter Thompson, Ogilvy, BMF, McCann, YR, Fenton Stephens, and The Brand Agency. One half of last year’s winning […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]