Are Facebook ads dying?
The simple straightforward answer is no, why do some people think it is, the argument against Facebook is
- One: The limitation of pixel tracking after the IOS 10 update.
- Two: The younger generation is moving to more fun platforms such as TikTok and Snapchat.
- Three: Lower engagement rate.
Fair enough, let me unpack each of these points quickly
- Regarding the IOS tracking pixel limitation is not just affecting Facebook ads, all other ads platform have been hit with this, however, the industry is moving towards in-app tracking and API tracking.
- With the younger generation, the buying power for the younger generation is much lower compared to 35+, if you do understand the demographics of your potential customers you would be fine, Nevertheless other platforms should complement facebook not replace it.
- Lower engagement this may be happening because it’s easier for people to follow and like your page on Facebook than on any other platform which means you would have followers who are not potential customers, targeted content and ads would be an easy fix for this.
Now that’s out of the way, let’s get into why you should keep Facebook in your arsenal:
- Facebook’s content is way more diverse giving you more options to engage and entertain your audience.
- Cross-platform content, you can promote your content from other platforms on Facebook to reach more people by reposting your content from Youtube, Tiktok, Snap…
- Facebook ads are cheaper and have a more mature system process.
- It’s somewhere in the middle between professional platforms such as Linkedin and more fun platforms like TikTok.
- It’s the only platform that is truly fully social, it captures all aspects of life, what’s on your mind, images, videos, reviews…
Conclusion: While Facebook is here to stay, it’s an age of change, we have to learn how to do things the new way and combine all marketing efforts to stay relevant to our audience and consumers.