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Facebook Changes That Brands Should Tap Into

Over the years, you may have noticed Facebook undergoing certain changes. Some are small and as simple as bug fixes, while others are bigger and harder not to notice. No matter the change, great marketers know that there’s always a way to use it to enhance your connection with your audience.

With this, the article will be talking about some of Facebook’s recent changes. From improved advertising formats to advanced analytics and community-building features, we will explore how these changes are set to redefine the social media marketing landscape.

By tapping into these updates, brands can not only increase their reach but also create more meaningful interactions with their customers. Read on and find out more. 

1. Changes to Detailed Targeting

Facebook streamlined its Detailed Targeting options, removing a few choices that they deemed too sensitive or underused, effective March 18, 2024. This means that targeting options linked to sensitive topics like health, race, and ethnicity have been discontinued. 

Despite these restrictions, Facebook introduced several robust alternatives to help brands maintain precise audience targeting anyway. Broad targeting now plays a pivotal role, utilizing basic demographic information to uncover potential customers through Facebook’s advanced delivery systems. 

Additionally, brands can harness the power of Custom Audiences to reconnect with existing customers or those who have interacted with their content across Facebook and Instagram. More innovative tools include Lookalike Audiences and Meta Advantage+ audience, which use AI to optimize and extend campaign reach beyond conventional settings. 

These changes offer marketers new ways to refine their strategies, potentially leading to improved ad performance and enhanced customer engagement for your brand.

2. Updated Video Player

Facebook just enhanced its video player, designed to unify the viewing experience across Reels, live broadcasts, and longer video content. This update introduces a consistent, immersive layout regardless of video length or format, ensuring that all videos—whether horizontal or vertical—display in fullscreen with additional user-friendly controls. 

Features like the ability to skip through content with a slider, pause, and jump back or forward by 10 seconds are now standard, providing viewers with a more controlled and personalized viewing journey.

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GIF from Meta

What does this mean for you? For marketers, this upgrade offers a golden opportunity to increase viewer retention and engagement. 

The new interface encourages longer viewing sessions, while improved video recommendations ensure that content aligned with each user’s interests is displayed. This is great for brand visibility, as engaging video content is more likely to be recommended to potential new followers.

Furthermore, the integration of various video types into a single player simplifies how brands plan and execute their content strategy, allowing for seamless transitions between short and long-form videos. 

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GIF from Meta

By leveraging these new features, marketers can create more compelling and interactive video content, optimized for both reach and engagement. The consistent user interface across different platforms and regions also means a unified brand experience for all viewers, enhancing global brand recognition and consistency.

ALSO READ: How to Use Videos in Your Digital Marketing Strategies 

3. New Brand Safety and Suitability Tools 

Facebook also introduced enhanced brand safety and suitability tools to ensure that ads are displayed alongside content that aligns with brand values and audience preferences. This new suite of controls, accessible via the Brand Safety and Suitability hub, allows marketers to fine-tune where their ads appear across Facebook, Instagram, Messenger, and the Meta Audience Network.

Key features include manual placements, where advertisers can choose specific environments for their ads, and the option to opt out of placements that don’t match their brand’s image. Additionally, you can also utilize block lists to prevent ads from appearing on specific URLs, providing a layer of control to avoid undesirable content.

What does this mean for you? In short, with these tools, brands gain unprecedented control over their advertising environments, enhancing ad relevance and safeguarding brand integrity. You won’t have to worry about your ads not finding their intended audience anymore. With this, you can select where they show up–all from the convenience of a single page. 

4. Updates on AI Labeling

Meta is advancing its AI labeling strategies by collaborating with industry partners to develop common standards for identifying AI-generated content. Now, AI-generated images on Facebook, Instagram, and Threads are labeled with “Imagined with AI” when they meet industry-standard criteria. 

What does this mean for marketers? This update presents an opportunity for brands to foster trust by transparently communicating the use of AI in their content creation. Marketers can leverage these AI labels to differentiate their content, reassure users of authenticity, and align with consumer expectations for ethical AI use. 

As AI-generated content becomes more prevalent, brands that proactively disclose AI involvement might gain a competitive edge by appealing to an audience that values transparency.

ALSO READ: Will AI Influencers Take Over? 

These updates offer fresh opportunities for brands to enhance their marketing strategies. From refined targeting options to transparent AI labeling, each change is geared toward creating meaningful interactions between brands and their audiences. 

By embracing these innovations, marketers can keep up with digital trends while also building deeper trust with customers. If you’re looking for more ways to optimize your Facebook strategy, we can help you start


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