The amount of time us marketers have invested in following Facebook’s ever-changing ad guidelines feels seemingly in vain, as Facebook yet again shows signs of predator marketing.
Per a latest update, the caption (or description) of ads will only be visible to people who Facebook will detect if users might read them & click “Read More”, This means that a lot of our ads would be viewed by users without any description or caption at all.
Facebook’s guidelines of 80:20 image to text ratio’ already significantly limits the amount of content advertisers can show on their ads, And the respite to that was to split the content to be conveyed between the image and the caption – so both the aspects together make sense in totality. However, the caption now being optionally visible to selected users has left us quite baffled, to say the least.
With the new update, there is very little meaning to 80:20 rule as it enforces advertisers to place minimal text on the creative whilst also potentially making the caption completely hidden. In this case, how does an advertiser fully communicate with their audience? The new update also creates confusion as to what content to place in the captions and what on the creative. There is a definite ambiguity & lack of clarity – which is a common feeling to Facebook users.
So, what is Facebook really doing? Is it creating rules similar to the game ‘PacMan’ where it’s fun & interesting in the beginning but gradually infuriates people? Or has Tiktok’s foray into advertising caused insecurity to Facebook? Could this update be introduced to get brands to produce more video or dynamic ad content in order to hold audience attention?
Or can this be compared to when the Government of India started an initiative called start-up India & then introduced Angel tax and later introduced a policy to reduce tax cuts!
Are we marketers merely scapegoats for the companies & users?
Feel free to share your thoughts in the comment section below!