Facebook 2023 Updates: What Marketers Need to Know

1. Facebook Q2 User Stats

Meta’s Q2 2023 earnings report brings some interesting insights for marketers. Despite all the headlines suggesting Facebook’s decline, the numbers paint a different picture. In June 2023, Facebook boasted 2.06 billion daily active users, marking a 5% increase from the previous year. Moreover, the platform reached a staggering 3.03 billion monthly active users by the end of Q2, a 3% YoY growth. But here’s the twist – while the number of ad impressions across Meta’s apps soared by 34% compared to Q2 2022, the average ad price dropped by 16% during the same period.

Our Take: Don’t believe the hype that Facebook is on its way out. The numbers show that it’s very much alive and kicking, even if it occasionally frustrates users. For marketers, this massive user base remains a golden opportunity, despite lower ad prices.

2. Facebook Groups

In early August, some Facebook group admins received notifications hinting that Meta might assign admin status to another member unless they upped their activity. This issue had surfaced over a year ago but is making waves once more.

Facebook seems to be targeting “dormant” groups that haven’t seen much action lately. The platform values active engagement and views inactive groups as a drain on resources. In some cases, admins are given a mere 6-day notice before the switch.

Our Take: To steer clear of this situation, group admins should take a few precautionary steps. First, assign at least one backup admin who can take over if needed. Second, consider archiving old, unused groups yourself instead of letting Facebook remove you. And third, rekindle activity in any inactive groups to demonstrate ongoing engagement. While the primary admin doesn’t need to post daily, showing signs of life in your groups will help prevent automatic admin changes.

3. Facebook and Instagram Algorithm

To comply with the EU’s Digital Services Act, Meta is giving users in Europe the power to turn off personalized feeds and search results influenced by their interests and activity history on Facebook and Instagram.

Our Take: The EU’s Digital Services Act aims to empower users with more control over their data and its impact on the content they see. This move addresses concerns about how platforms use personal data to keep users engaged. Without this individual user data, recommendation algorithms may rely more on broadly popular content. TikTok, for example, plans to emphasize locally trending videos.

While the full impact of these mandated controls remains uncertain, users may encounter more generic, less tailored content. Although major changes may take time to reach the US, Europe’s proactive stance on tech regulation could set a precedent. For now, platforms like Facebook and TikTok will need to adjust their algorithms to give users more control, aligning with the new EU rules.

Read Also: Facebook 2023 Updates: What Marketers Need to Know

4. Facebook Ads

Meta has introduced a search function for branded content campaigns within its Ads Library. This new feature allows businesses to discover which creators rival brands may be collaborating with on sponsored social media posts.

Our Take: This searchable branded content feature offers valuable insights for marketers. It not only provides inspiration for influencer marketing strategies but also helps gauge the level of investment in sponsored content across the industry. In an era where consumers are increasingly savvy about ads, influencer marketing offers a way to seamlessly integrate products and endorsements. The Ads Library’s transparency into this form of organic branded content at scale is a valuable resource for marketers seeking a competitive edge on Facebook and Instagram.

Stay tuned for more updates as the digital landscape continues to evolve!

 
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