When you’re busy with managing your online campaigns, you’ve probably missed the latest updates by Facebook. The time of catchy links leading to low-quality websites is now officially over. Facebook announced that it will no longer support ads that contain little substantive content and is covered in ‘disruptive, shocking or malicious ads’. This means clickbait headlines, adult ads, eye-catching but inappropriate ads or pop-up ads will no longer be supported in the News Feed.
Why is Facebook doing this?
People no longer want to see stories that are misleading, sensational or spammy. Clickbait headlines, for example, are made to get attention and convince people to click on a link ad. People, however, expect their experience after clicking on a post in News Feed to be straightforward and not misleading. Users no longer trusted the content on the other side of the link ads they see in News Feed and ultimately clicked less. Getting sent to a low-quality, shocking site from New Feed ultimately caused users to end their Facebook browsing sessions, depriving Facebook and advertisers of ad views, engagement and content sharing. This is why Facebook wants to help build an informed community on its platform and avoid fake news and lower the traffic to low-quality websites. Facebook analysed thousands of web pages to identify those that contain little substantive content and have a large number of disruptive, shocking or malicious ads.
Reasons why Facebook will avoid your ad
You might wonder how you can avoid getting classified as misleading and spammy. If you want to improve your website experience and avoid seeing a decline in engagement or ad delivery on Facebook, keep these points in mind:
- A disproportionate volume of ads relative to content
- Featuring sexually suggestive or shocking content
- Pages that contain malicious or deceptive ads
- Use of pop-up ads or interstitial ads which disrupt the user experience
So therefore, make sure that
- Your content is informative and meaningful to your audience
- Your content should be authentic and not misleading, sensational or spammy
- You avoid headlines that omit information about the topics of your articles or sensationalise those articles
- You only post accurate information
What does that News Feed change mean for you?
- High-quality landing pages may see a slight boost in traffic
- Organic posts will be taken into account
- The quality of (informative) content will increase
- Authentic ads will get more attention
- Posts with clickbait headlines will appear lower in News Feed
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