Facebook Updates: Profile Connections, Ads, Reels, and More

Summary

In this episode of the Social Media Marketing Talk Show, host Jerry Potter discusses recent Facebook updates that could save time for account managers and the growth of threads. He also covers a WordStream study on average cost per click and click-through rates for marketers to benchmark their performance. Additionally, Potter highlights new features like pinned comments on Facebook reels, the ability to cross-post to threads from Facebook and Instagram, and Meta's new educational program for first-time community standard violators.

Takeaways

• 🔄 Facebook has introduced a new feature for advertisers where they can add offers, discounts, or promo codes to their ads, and Facebook's AI will automatically apply them if it increases ad performance.
• 📈 A study by WordStream reveals that the average click-through rate for lead-generating Facebook campaigns in 2024 is 2.53%, with an average cost per click at $1.88 and conversion rate at 8.78%.
• 🚫 Meta has removed detailed targeting exclusions from ad campaigns as of July 29th, requiring marketers to adjust their strategies and campaigns accordingly.
• 📌 Facebook now allows pinning comments on reels, providing marketers with a way to add extended captions or links that direct viewers to more information.
• 🔗 Meta Business Suite now supports linking up to 10 profiles, which can be a significant time-saver for agencies and individuals managing multiple clients.
• 🌐 Threads, owned by Meta, is expanding its features, allowing cross-posting from Facebook and Instagram, though currently limited to text or link posts, not videos.
• 🎶 Meta and Universal Music Group have expanded their licensing agreement, allowing users to share songs from major artists across Meta's platforms without copyright issues.
• 👮‍♂️ Facebook is offering an educational program for first-time community standard violators, allowing them to remove the warning from their record after completing a training.
• 📢 The host, Jerry Potter, encourages attending Social Media Marketing World virtually to access keynotes, sessions, and workshops for those who can't travel.
• 🔍 Jerry Potter, the host, also discusses the ethical considerations of personalized pricing in advertising, where different viewers might see different offers for the same product.

Q & A

What is the main focus of the Facebook updates discussed in the podcast?

The podcast focuses on updates that can save time for those managing multiple Facebook accounts, the growth of threads and its potential for advertising, average metrics for cost per click and click-through rates, and various new features and policies on Facebook.

How does the new Facebook Offers feature integrate with ad performance?

The new Facebook Offers feature ties into the AI capabilities of Facebook Ads, allowing advertisers to add offers, discounts, or promo codes to their ad creative. Facebook then automatically applies these if it predicts an increase in ad performance.

What ethical consideration is raised regarding the new Facebook Offers feature?

The ethical consideration raised is whether it's acceptable for different users to pay different amounts for the same product on the same day, depending on the discounts applied by Facebook's AI.

What change has Meta made regarding detailed targeting exclusions in ad campaigns?

As of July 29th, Meta has removed detailed targeting exclusions from new ad sets, and existing campaigns using this feature will be affected until January 31st, 2025, after which they will automatically shut off.

What average metrics did the WordStream study reveal for Facebook ads in 2024?

The study revealed an average click-through rate of 2.53%, an average cost per click of $1.88, an average conversion rate of 8.78%, and an average cost per lead of $21.98.

How can the new feature of pinning comments on Facebook reels be utilized by marketers?

Marketers can use pinned comments on Facebook reels for extended captions, providing additional information or links, and to feature certain comments that align with their marketing goals, rather than the most popular ones.

What is the recent development regarding cross-posting from Facebook and Instagram to Threads?

Meta has enabled the ability to cross-post text or link posts from Facebook and Instagram to Threads globally, but this feature currently does not support video cross-posting.

What educational initiative has Facebook introduced for first-time violators of community standards?

Facebook has introduced an in-app educational training for first-time violators of community standards. After completing the training, the warning will be removed from their record if they avoid another violation for a year.

How has the licensing agreement between Meta and Universal Music Group expanded?

The licensing agreement has been expanded to allow users to share songs from Universal Music Group's library, including artists like Taylor Swift and Drake, across Meta's platforms without copyright violations.

What is the significance of the ability to link multiple profiles to Meta's Business Suite?

Linking up to 10 profiles to Meta's Business Suite can significantly save time and effort for agencies and individuals managing multiple clients, streamlining the process of managing connected pages.