A massive Facebook exploit has been discovered and it’s gonna impact the way advertisers use the platform.
Facebook has now stopped showing Audience Reach Estimates for any campaign that’s using a Custom Audience as part of the targeting.
The exploit potentially allows data brokers to build comprehensive profiles of individuals inside Custom Audiences.
Considering the Cambridge Analytica scandal, it’s no wonder that Facebook is fast to take action about this.
In a statement that has not been widely reported by the media yet, they have said:
We’re grateful to the researchers who found this issue, and we’ve suspended this feature to fix it. People’s privacy and security is incredibly important to Facebook, which is why we take any potential abuse of our service very seriously
Audience Reach will not be shown for Custom Audiences, and also for Look-alike Audiences.
Now this is a big deal if you are retargeting on Facebook, or running offers as part of a sales funnel.
Facebook has said they will investigate in a way to fix this bug, but they don’t have a time scale for us at the moment.
So it could be quite some time before the feature returns, if ever.
But I’ve got mixed views about this.
On one hand, its great that Facebook are finally taking privacy seriously – or appearing to be taking privacy seriously at last.
It’s taking them a few years to get to this point.
And then on the other hand, this development is gonna make life a little bit more difficult for us advertisers.
I suppose if we’re talking about people’s privacy then that obviously has to come first.
But I’m gonna miss the Audience Reach Estimate tool in some of my campaigns and I’m sure you will, too.
If this is news to you then share this with people in your network and let them know about this development so they’re not caught off-guard.
Social media usage is in decline for the first time in history, according to the Infinite Dial 2018 report.
If this is accurate, what does that mean for you?
Let’s get into that in a minute.
What is the Infinite Dial Report?
Since 1998 the Infinite Dial report has covered media and technology usage.
This year they have found that social media usage is down for the first time in history, by almost 4%.
Usage has dropped from 80% in 2017 down to almost 77% in 2018.
And Facebook takes the biggest hit, they have fallen from 67% usage in 2017, down to 62% this year.
This is shocking news because social media usage has actually increased 7% every single year for the last 9 years.
2018 is the first time that we have seen things begin to shift in the opposite direction.
The report has also reveals that young people are now moving away from Facebook and Twitter, something which has long been predicted by marketing experts.
We now finally have evidence of this beginning to happen.
Young people are moving towards Snapchat and Instagram, so if that is your key demographic (people from the ages of 12 to 34) you might want to invest your advertising dollars in targeting them on those platforms.
I’m gonna talk about more about advertising, specifically Facebook advertising in a second.
Why is there a Decline in Social Media Usage?
The reason for the decline in social media aren’t clear at the moment.
However, the Convince and Convert website suggests that usage in Facebook has declined because of politics.
Now I don’t discount that, but I do think that is probably only part of it.
There is an ever growing sense of distrust in Facebook as a whole, but this is not the end of social media – not by a long shot.
We’re not talking about some cataclysmic event that’s going to wipe out social media.
But as a result of the shift in usage, no matter how small we can almost guarantee that the price of Facebook ads are going to increase.
How will this Impact Facebook Ads?
Prices are going to increase.
So now is the perfect time to start building an authority website that attracts large-scale traffic, in preparation of that coming price increase.
However, CNBC reported that advertisers, for the foreseeable future, are sticking with Facebook despite the recent negative press, and general distrust in the platform.
Advertisers are still seeing an opportunity in Facebook, and I agree with them – for the moment.
Its got the largest audience size, it cannot be beat.
The level of advanced targeting is just phenomenal, and no single platform can give us the same kind of opportunities to advertise that Facebook can.
And a lot of advertisers are still experiencing cheap rates and most still regard it advertising there has ‘a low level of risk’.
In 2018, if you want to test out an offer, or test s sales funnel, then Facebook is a great way to do it.
So no major change there, but Facebook is running out of places to put their adverts.
That means those places will become more valuable, as more people leave the platform.
Imagine Facebook a limited number of resources that are beginning to run out.
Therefore the resources that they have, which are ad placements and the user base, are slowly becoming more valuable – and that means more expensive.
Posting duplicative or substantially similar content, replies, or mentions over multiple accounts you control, or creating duplicate or substantially similar accounts, with or without the use of automation, is never allowed.
Posting multiple updates (on a single account or across multiple accounts you control) to a trending or popular topic (for instance, through the use of a specific hashtag) with an intent to subvert or manipulate the topic, or to artificially inflate the prominence of a hashtag or topic, is never allowed.
As an alternative to posting identical content, you can Retweet content from one account from the other accounts you wish to share that post from. This should only be done from a small number of distinct accounts that you directly control. Please note that bulk, aggressive, or very high-volume automated Retweeting is not permitted under the Automation Rules, and may be subject to enforcement actions.
Obviously this algorithm update will do more to prevent spammers – and that’s a pretty good thing in my opinion.
But will legitimate digital marketers get caught in the crossfire?
Twitter’s intentions are in the right place but will it manifest in reality or will we see a whole heap of legitimate marketers and content creators punished as a result?
Only time will tell but I’ve got my fingers crossed and I’m optimistic that this is going to improve the platform in a fairly big way.
Imagine if your advert could have a potential reach of 80 million impressions.
Today I’m talking about news UK which is an advertising company they are responsible for the Sun, The Times, The Sunday Times and a few other publications here in the UK.
They are releasing a new advertising tool that will compete with Facebook ads.
Now, this is in response to the algorithm changes that have upset so many people, and maybe you’re one of them.
So the new tool is going to let you upload adverts – the same kind of adverts that you normally would upload to Facebook or Twitter.
You can even upload Tweets to the new system, and then it will go live in around 24 hours.
An exact replica of that advert will appear on the Sun mobile website and The Times mobile website.
News UK claim they can give advertisers access to 80 million impressions, so if you’re into branding in a big way this is certainly one to consider.
The fact that you can advertise on news websites is a bog deal.
I know just how valuable the CPM rate can be – it’s typically amongst the highest rate on the Internet.
We have seen rates as high as $50 per CPM.
What that means is for every thousand impressions you give you will typically earn a few dollars for those impressions.
News websites tend to command the highest fees because of the authority and perceived trust that goes along with them.
However, at the moment there’s no pricing available for this new tool and the information that they have given is minimal.
We don’t really know what to expect – we know what it can do and how it’s going to do it, but beyond that we don’t really know the exact details until they make some kind of formal announcement and launch the tool.
I suppose this just goes to show that when a company like Facebook or Google makes algorithm changes that affect a lot of people – new opportunities will spring up elsewhere on the internet that cater to those people.
And if there’s one constant in this Internet marketing thing, it’s that change is inevitable and we have to constantly adapt and refine to keep moving – changing our strategy as technology moves forward and as algorithms change.
Personally, I think this development from News UK is a very positive thing for us, for advertisers, and for marketers.
Maybe News UK will be among a group of companies that produce advertising products and services that take business (and our advertising dollars) away from Facebook – which is only a good thing in my opinion.
As great as Facebook Advertising is, they’re not really fair to us and they don’t really treat advertisers with the respect that we deserve for funding their business, right?
We’re continuously being punished and squeezed for more profit by Facebook and I think the more they do that, the more opportunities will spring up elsewhere that we can take advantage of.
And maybe this is going to be one of those opportunities, maybe it won’t be. It might all fizzle out or the service they roll out isn’t up to the standard that we expect, or maybe they don’t have the level of targeting that we want.
There could be a whole host of reasons why it doesn’t work – but maybe it will work.
And fingers crossed that if this works other services will spring up too.
Also in one of my previous videos a couple of months ago I gave you 7 alternatives to Facebook Ads, so if you are feeling stung by Facebook at the moment have a look at that video.
So I think I’ll leave it there for today, apart to say; this stuff is important, right?
That’s why I do this Profit Copilot thing, it’s to help change people’s lives, even in just a small way.
That’s real important, so share it with other people who need to know this stuff too, and they’ll probably be really thankful that you have. And it helps me out in a massive way.