The world has changed over the past two months because of the COVID-19 pandemic outbreak. As of April 24, 2020, over 27,25,000 persons have been affected by the novel virus and thousands have lost their lives due to fatal infections from the virus.
Nations have decreed lockdowns and economies have come to a grinding halt. In such a situation, business processes like marketing efforts have undergone a change in language and immediacy. Let us review some of the changes Facebook has undergone in these unprecedented times.
Facebook announced it no longer holds it mandatory for advertisers to use campaign budget optimization or CBO. “With campaign budget optimization, you’ll be able to set one central campaign budget for all of your ad sets, and we’ll automatically and continuously distribute that budget in real time to your top performing ad sets.” You can access Facebook’s announcement regarding CBO here.
- Facebook has announced that changes to its moderation process and the fact that its staff is away from work might result in delays and errors in ad reviews.
So it is advisable to design and upload ads for approval much earlier than you need them so you have time to edit or change the ad or even appeal.
- Facebook is currently testing new features that limit the spread of misinformation regarding COVID-19, on both Whatsapp and Messenger.
Some pieces of misinformation regarding magical cures and government action have gained a lot of mileage on these platforms.
- Facebook has banned ads and listings that “seek to capitalize on fears” around the coronavirus pandemic.
Test kits, toilet paper, facemasks, disinfecting wipes, hand sanitizers, or even purported “cures” cannot be advertised to exploit people on the basis of their fears.
Facebook Stories has introduced a new “Mood” frame for its Stories. The feature applies any GIF a user chooses to the stories panel and tags it as ‘Mood’. This is to signify the fact that the GIF represents the present mood of the user.
Brands can use this feature to call attention to a product review or the launch of a new product by following up a story with a mood GIF. This feature can be used to “express” feelings like excitement over recent news they have shared via Stories.
Facebook appears to be concerned about your business in these uncertain times, evident from these updates. It has also put out a link to its Business Resource Hub where it puts out pointers on connecting with small businesses and taking your business online. For more assistance on these updates or social media marketing and advertising, do not hesitate to contact us. Sprout Road is the premiere most IT company in Kolkata engaged in Facebook marketing. Best, Sprout Road
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