If you haven’t already heard, Facebook recently announced that it will be removing third-party targeting data that has historically been used by marketers for advertising campaigns. This Facebook update is a result of mounting scrutiny and regulatory pressure that the social media giant has been receiving for not protecting user data.
Facebook offers a wide-breadth of targeting data for marketers to tap into to reach a specific audience, and approximately half of these data points come from third-party partners such as Acxiom and Experian. Examples of information that these third-party partners provide include household income and purchase behavior. If your business has relied heavily on third-party targeting data to run Facebook campaigns, you’re going to feel an impact when Facebook removes access to this information.
The best way to minimize the impact that your business will experience from this Facebook update is to have a clear understanding of who your target audience is. Taking the time to conduct research to build thorough buyer personas will ensure that you have the information you need to run successful Facebook advertising campaigns.
Overall, while any type of Facebook update can create anxiety for marketers, this change should help to level the playing field and make it easier for smaller businesses to be able to compete with big brands on Facebook. It will also be interesting to see if Facebook’s removal of third-party data points causes marketers to further diversify their advertising campaigns across other social media channels.
Instead of having to navigate the changes to Facebook on your own, find a digital marketing partner that is in-tune with the latest updates. Our team at Danesc can help you get your Facebook content in front of the right audience at the right time to optimize conversions.