Facebook and Instagram have, especially recently, been criticized for delivering too much uninteresting content in your feed. You have probably noticed that you have become less exposed to posts from your circle of friends, for example.
As part of a larger initiative, Meta (Facebook and Instagram’s parent company), according to their press release, will provide you with more content adapted to you and your interests. This means family, friends, pages you follow, groups etc. There have been functions that have allowed you to customize the content you see to a certain extent before, but now it should probably be easier. This means you should be able to easily choose “show more” on content you want to see more of, and “show less” on content you don’t find as interesting. The fact that you can more easily help manage the content will also make the algorithm smarter. The data collected will improve both current and future functions.
You will find the new Facebook feature, which will also soon be tested on Reels, by pressing the menu with three dots in the right corner. However, it will only be present in periods for now.
WHAT COULD THIS MEAN FOR ADVERTISERS WITHIN OUR CATEGORY – JOBS?
Some time ago, Facebook and Instagram placed advertisers in housing, credit and work under what they refer to as special categories. Advertisers within these categories should have less choice of targeting criteria to avoid discrimination. For example, one should not be able to choose gender, age and a number of other detailed targeting criteria, in order to choose who should see the ad and who should not.
In itself, this is great, but it requires a lot more from the advertiser. Some advertisers probably thought that this would make it easier. After all, there was less choice in the tools for the target group to choose from. You have probably noticed on your feed that this is a strong underestimation. If we take, for example, the job category (in which we have specialized), you have probably noticed an increasing number of campaigns (for example, job advertisements) that appear to be completely rubbish. Primarily, the reason lies in a lack of understanding that it has now actually become more difficult to hit the right spot within the job category. It’s all about getting the algorithm (meaning Facebook and Instagram’s computerized intelligence) to show the ad to the right candidates. More than ever, the campaign therefore needs to be knowledge-based and well thought out. This is to trigger action in the right people, which in turn leads to the campaign being shown to several similar, correct profiles.
It’s frustrating to get a lot of irrelevant stuff in your feed. The fact that Facebook and Instagram are now improving the way you can give feedback on the content is very positive and will be able to put pressure on advertisers to improve their campaigns. For an agency like us, which doesn’t launch recruitment related campaigns from the hip, this is a very welcome improvement. It will put pressure on bad advertisers and quick-fix solutions that line your feed, while making our clients’ campaigns even better. Thumbs up!
