Fake news is a subject that today’s citizens are much too familiar with. Fake news has spread all over the internet, especially on Facebook. Within just six hours, there were 10,000 shares of a fake news article about Denzel Washington backing Donald Trump on Facebook. The era of fake news is not something that just popped up in the world. A form of fake news, Yellow Journalism, dates back to the Spanish-American War, and is a major reason why it began. Nonetheless, today, with the mass amount of information available to anyone in the world at any time, it is difficult to tell what news is real, and what is fake.
Advertising runs into some issues with the wave of fake news on Facebook. Professional brands want to advertise in respectable areas on social media, not places where fake news is abundant. Facebook creates a lot of revenue from advertising, so the fact that advertisers may stray away from Facebook as an advertising medium is risky. Resolving this issue is a must for Facebook. One way that Facebook is fighting back against fake news is by removing links that bring users to spam websites that are filled with advertisements and bogus information. Listening, a process used by social media marketing researchers, helps better understand the culture of the target audience. By using this key marketing strategy, Facebook is connecting with truthful journalists to get insight into how they fact check their resources. Most importantly, they are working on creating a more powerful detection of fake news which will generate a trustful relationship between Facebook and users.
Among other methods to remove misinformation, these acts by Facebook will most certainly create a more positive atmosphere on the leading social media platform. With a more sensible environment, brands will be more comfortable advertising on Facebook.
Facebook is all about connectivity. Users, the consumers, see their Facebook friends as influencers for certain products and ideas. If a Facebook user posts a photo of their new Apple Watch, their Facebook friends will see that post and become compelled to purchase one of their one. In order for advertisers to improve sales and marketing, it is necessary to target those who have the most power to influence others online. This idea of connectivity and influencing is the basis for Facebook and it needs to be focused on by advertisers.
In order for advertisers to start reaching more consumers, they need those consumers to actually be interested in and hooked by their ads. Simply pushing out a mundane one-dimensional ad online is not going to cut it anymore. Advertisers need to target Facebook users, who are influencers, that have the capability to create their own content about a product, then share that content with their friends. This content can range from a written post, video, photo, or other creative work. This will create buzz for the product, which is needed for any online advertisement to succeed.
In 2016, 69% of brands surveyed answered that their use of influencer advertising was effective. Advertisers are using influencers to create awareness of their brand and to target those who are most relevant to their brand. Influencers have a fan-base who are followers because they can relate to them. This is a strong advantage for advertisers because they can advertise products that are important to their influencer’s followers. Those followers will take the influencer’s advice because they look up to them and trust them.
In order for advertisers to improve their Facebook presence and overall brand awareness, it is necessary to target influencers who can help effectively advertise the brand. This improvement can help skyrocket sales, awareness, and loyalty for a brand and is a part of the future of advertising online.
Facebook has room for many improvements in their platform. Typically, Facebook struggles with measuring their data in terms of who is viewing ads of different brands. For an advancement, they came up with beacons and Bluetooth & Place Tips. These two improvements are being implemented in hopes for locating consumers, and also giving them more information depending on where they are. They will be able to see who views an ad and the steps the consumer takes up until the purchase. This will improve marketer’s measurement all around and help them decide what works and what doesn’t. Facebook believes this will greatly expand, and has made these beacons free for most businesses to participate in.
Another improvement that people might not realize is how visually appealing an ad is. Videos and pictures should stand out amongst the rest. To do this, brands should work on emotionally engaging with the consumer through their advertisement. Having some sort of emotional attachment will hook them. Consumers will have their attention if what they see captures their interest. Brands can complete a sale or draw more clicks to their ads if it is more visually pleasing to the eye. An improvement would be to reduce the amount of text and really focus on visual storytelling.
Procter & Gamble, one of the biggest advertisers, had criticized Facebook’s inaccurate results of ad viewership. These criticisms were heard loud and clear from Facebook and they began to brainstorm improvements. To improve, they needed accurate tools for measuring ads. They took action by giving marketers new data for the display ads. A great improvement is providing options to marketers and their brands, such as various options for new video ad buying. Marketers will buy ad space if they are confident that they have the tools to measure the performance on those ads.