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Facebook Faces Renewed Backlash Over Lack of Support for Small Advertisers

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facebook faces renewed backlash over lack of support for small advertisers

This seems like the most logical way for Facebook to close out 2020.

Last week, reverse engineering expert Jane Manchun Wong shared images of a new look Facebook Help Center, with updated controls tools to help users find the answers they need.

Facebook Help Center

The update was later confirmed by Facebook – as explained by Facebook’s Alexandru Voica:

We redesigned the Help Center to help people find the information they’re looking for faster, with an improved and streamlined navigation and a user experience that’s consistent with the rest of Facebook.com. We’ve also made search easier to use and refreshed the most popular topics to reflect what people want to learn about today.”

So, cool, right? A new Help Center experience, which is more in-line with common usage. Helpful, right?

It seems that the update hasn’t had the intended impact – yesterday, Bloomberg reported on the many small advertisers who have had ongoing issues with Facebook’s ad systems, with the primary concerns being a lack of assistance tools and arbitrary or incorrect account suspensions.

As explained by Bloomberg:

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“A big part of the issue, according to Facebook advertisers, is that the company doesn’t have a robust set of customer service systems in place for smaller advertisers. Facebook brags that it has 10 million advertisers, but the majority of them don’t have a regular human contact person within the social network to resolve issues. The company offers an automated chat feature for advertisers, but you need an active Facebook account to use it, which means it’s not available to users who have been accidentally locked out.”

Such concerns have been present for years, but with Facebook recently launching a fight against Apple’s coming IDFA changes, in which Facebook claims that it’s acting on behalf of small business owners, it seems to have raised questions as to how much Facebook actually cares about SMBs, and how its systems reflect that focus.

Part of the issue is scale. As noted by Bloomberg, Facebook now has over 10 million advertisers, which means that it needs to rely on a level of automation in order to answer the many questions being thrown at it. It simply can’t manually cater to every issue and request, which is what’s lead to problems with its automated account suspensions and lack of follow-up capacity. 

The logical cause is clear, but that doesn’t make it any easier for the businesses struggling to get their questions answered, with incorrect actions like this costing time and money.

So what’s the answer? Well, Facebook’s likely hoping that a revamped Help Center will at least provide some assistance, but ideally, The Social Network is also taking note of this new pushback and working to revise its systems in line with advertiser need. 

Facebook has also had to rely more on automation in 2020 due to the pandemic reducing its regular staff capacity, at a time when many more businesses have been turning to the platform for their promotional efforts. That’s likely lead to more people facing issues with their Facebook ad accounts than ever, which Facebook may be able to reduce in 2021 once things can return to a level of normal once again.

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That’ll be Facebook’s hope, but it’s clear that there’s a growing concern about Facebook’s ad support systems, and demand for improvement. 

Whether Facebook has the capacity to facilitate such is another question, but as it continues to combat Apple, and present itself as the champion of SMBs, this is a key area where Facebook could strengthen its positioning.   

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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