We’re only a few months into the year and we already have 4 new Facebook updates for 2022 for you that will change the way you market your business.
So read till the end of this post for the latest Facebook updates and what to do about them to keep your Facebook marketing profitable.
Let’s jump right in!
4 New Facebook Updates For 2022
1. Subscriptions for creators.
The first on our list of Facebook updates aren’t necessarily new; those were launched in 2020.
But just to recap what they are, Facebook says, “Subscriptions allow your audience to up-level their support for you and your work.
You receive consistent, predictable monthly earnings, and your subscribers become easily identifiable, helping you connect more deeply with your audience.
Thank your audience by deciding to add additional benefits as part of your subscription, like subscriber-only Lives, special discounts or a subscriber-only group.
Tailor the supporter experience in a way that’s authentic to your brand, style, and community!”
Now the update is three-fold:
a. Creators can now create and use personalized links to promote subscriptions.
b. Creators are gaining access to new metrics that will help them better understand:
- how much they’re earning,
- the source of each sale, and
- an estimate of how much they’ll have to pay in taxes and fees.
c. Creators can now download email lists of new subscribers who have agreed to share this information.
Now this one is huge, especially given all the iOS updates in the last year.
And that’s because this means you can take all of your subscribers who agree to share their email…
…and store their info in whatever email marketing software you use.
Thus, giving you access to contact them and market to them outside of the Facebook platform.
So where Facebook now lacks in tracking, you can pick it back up by just downloading the email list of your subscribers.
All without having to pay for a lead generation campaign.
Now if you want to learn how to run Facebook lead ads, then better read this post.
2. Facebook removed a lot of targeting options.
Now if you saw our Facebook ad tips for the 2022 post, then you already knew this.
If you haven’t seen it, then be sure to read that next.
But what’s happening is that in January of this year, Facebook started the process of removing certain targeting options.
Facebook said, “Starting January 19, 2022 we will remove Detailed Targeting options that relate to topics people may perceive as sensitive…
…such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation.”
So if you had a really successful Facebook ad campaign in 2021, the same targeting options that made that ad successful may not be available anymore.
Now some of you may be thinking, “eh that doesn’t really sound like it will affect me.”
But keep in mind it’s not just 20 or 30 targeting options being removed, it’s thousands.
To further clarify, Facebook said:
“It is important to note that the interest targeting options we are removing are not based on people’s physical characteristics or personal attributes…
…but instead on things like people’s interactions with content on our platform.”
So an example they give is that you won’t be able to target people who have an interest in “Lung cancer awareness” or “World Diabetes Day” anymore.
The volume of targeting options being removed is what’s raising alarm to business owners who depend on Facebook ads for sales.
So if you’re a little concerned and don’t know what steps to take next, go read our Facebook ad tips post…
…because we tell you exactly what to do next given all the Facebook ad changes.
3. Facebook is expanding consumers’ ad controls.
Facebook said, “Even after we update our targeting options, people may still see ad content they aren’t interested in…
…which is why we are also working to expand the control that allows people to choose to see fewer ads about certain types of content.”
Currently, Facebook users can choose to see fewer ads that are centered around politics, parenting, alcohol, and pets.
But Facebook said, “Early next year, we will be giving people control of more types of ad content, including gambling and weight loss, among others.”
So if your business falls into any of these industries, you will need to:
a. start figuring out how to navigate this in your advertising, and
b. possibly explore some other channels in addition to Facebook, if you’re not already, so that your eggs are not all in one basket.
But we will say that if your business does fall into one of those industries, don’t freak out entirely – just yet.
Because if people are opting out of seeing ads like those, it’s honestly probably more helpful than not for your business.
And we said that because it’s ruling out unqualified people who were never going to convert anyway.
4. A change in Facebook ad use and cost.
Now we’re down to the last on our list of Facebook updates. So this is a little more of a prediction and observation than an update per se.
But we’re including it because we think it’s important and can impact the way you run your ads and business moving forward.
Because of all the iOS tracking updates, and therefore Facebook updates…
…a lot of business owners are either pulling out of Facebook advertising strategy altogether or they’re going all-in with a different strategy.
And by different strategy, we mean a Facebook-centric strategy.
We talk more about this in that Facebook ad tips post we just mentioned.
But essentially, Facebook can still track everything within its platform, it’s just all the third-party tracking that has come to an abrupt halt with the iOS updates.
This means, instead of sending people to your website to collect sales or leads…
…you can pivot your ad campaigns to collect leads within Facebook or have people check out natively within Facebook.
But like we said, not everybody is doing this.
Some people aren’t seeing the sales they want and instead of pivoting, they’re turning Facebook ads off altogether.
And as a result, we’ve seen some fluctuation in Facebook advertising costs over the last year or so.
But we think now that the iOS updates have been released for some time and things are starting to settle a little bit…
…we’ll see Facebook ad costs evening back out.
Now if you want our advice on how to handle all of these updates and proceed with your Facebook advertising…
…you can get in touch with our Facebook Ads Consultant today. Contact us at 404-596-7925 to schedule a meeting now!
But otherwise, that wraps up our 4 Facebook updates for 2022!