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Shifting Facebook Landscape

The number-one frustration of Facebook advertisers across the board is that everything is always changing. Nicholas says we should focus less on what’s changing on Facebook and more on changes to how users are experiencing the platform.

A few years ago, Facebook had a lot less traffic and a lot less going on. You could target someone to come to your website and buy something, and if the message-to-market match was good, you’d get a great result. Everyone was raving about how easy it was to make things happen on Facebook. But things have changed.

More people are using the platform, which means there’s less real estate on the news feed. It’s also getting busier, which makes it harder to capture attention as an advertiser and harder to consume information as a user. Mark Zuckerberg recently estimated there were about 7 million advertisers on Facebook, all competing for limited real estate. And most users are consuming those ads are on mobile, not desktop, by the way.

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Buyers are also less trusting. Before, if you were one of the top brands—or even if you were a less established up-and-comer—you could sell a lot very easily. Now, people don’t trust anybody because they’ve been duped. Add to that Facebook’s own issues with Cambridge Analytica, and the trust factor has gone way down.

Consumer behavior has also changed. If we rewind 5-7 years, an average consumer needed up to 16 touchpoints before making a buying decision. Those same studies are saying that a consumer now needs up to 33 touchpoints before making a buying decision.

 

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Dario

Dario

Dario De Leonardis esiste nell’Internet dalla fine degli anni ‘90. È stato, in ordine sparso: hacker, grafico, web developer, brand designer, analista politico, edonista, spin doctor b-side dell’hinterland tarantino, UI designer, installatore software, attivista per i diritti di tutti quelli che non vogliono togliere diritti agli altri, tecnico informatico, ghost writer, organizzatore eventi, autore satirico, cattivo da fumetto, social media strategist/manager, communication expert e modello. Da curriculum accademico sarebbe critico letterario e teatrale ma si vergogna a dirlo. Ama il cinema d’azione indocinese e il progressive rock del nord-est europa. Tendenzialmente affronta i suoi problemi con il binge watching e il sarcasmo. Sa come si scrive una È maiuscola con l'accento e non con l'apostrofo usando le combinazioni ASCII. È fortemente convinto che una cosa si possa pubblicizzare e vendere anche se non esiste realmente e che un giorno le botnet sui social svilupperanno una coscienza propria e conquisteranno il mondo.

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