A group of Democratic lawmakers wrote to Mark Zuckerberg this week to press the CEO on his plans to curate a version of Instagram for children. In a hearing last month, Zuckerberg confirmed reporting by BuzzFeed that the company was exploring an age-gated version of its app designed for young users.
Senators Ed Markey (D-MA), Richard Blumenthal (D-CT) and Representatives Lori Trahan (D-MA) and Kathy Castor (D-FL) signed the letter, expressing “serious concerns” about the company’s ability to protect the privacy and well-being of young users.
“Facebook has an obligation to ensure that any new platforms or projects targeting children put those users’ welfare first, and we are skeptical that Facebook is prepared to fulfill this obligation,” the lawmakers wrote.
They cited previous failures with products like Messenger Kids, which had a flaw that allowed kids to chat with people beyond their privacy parameters.
“Although software bugs are common, this episode illustrated the privacy threats to children online and evidenced Facebook’s inability to protect the kids the company actively invited onto this platform,” the lawmakers wrote.
“In light of these and other previous privacy and security issues on Facebook’s platforms, we are not confident that Facebook will be able to adequately protect children’s privacy on a version of Instagram for young users.”
The letter set a deadline of April 26 for the company to provide answers to a comprehensive and helpfully specific set of questions about a future kid-targeted product.
In the letter, lawmakers posed a number of questions about how Facebook will handle the private data for young users and if that data would be deleted when an account is terminated. They also asked the company to commit to not targeting kids with ads and not employing push alerts and behavior-shaping features designed to make apps more addictive.
During last month’s big tech hearing in the House, committee members from both political parties grilled Zuckerberg about how Facebook and Instagram adversely affect mental health in young users. Rep. Castor also pressed the chief executive about underage users who circumvent Instagram’s existing age guidelines to use a platform full of posts, videos and ads designed for adults.
“Of course, every parent knows there are kids under the age of 13 on Instagram, and the problem is that you know it,” Zuckerberg said.
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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