Before there was a data problem, Facebook's algorithmic changes had a lot of people freaking out. Here is what you should do.
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Do you remember the Cambridge Analytica scandal as brands and publishers worried about the changes in Facebook's news feed? Here's a Refresher from Facebook's Official Post in January, "As the space in the News Feed is limited, more posts from friends and family, and updates that cause conversation, we show less public content, including videos and other posts from Publisher or Companies.
When we make these updates, pages may see their reach, video watch time, and referral traffic decrease, and the effects will vary from page to page due, among other things, to the type of content they produce and how people handle it. "
For many entrepreneurs and small business owners, the good days of free organic reach on Facebook 1
Related: 7 Strategies To Grow Your Facebook Audience
We talked to four Facebook experts who shared their thoughts on the key Facebook trends will dominate the coming years. Overall, these experts have invested over $ 1 billion to successfully promote Facebook, for themselves and on behalf of hundreds of different companies and brands. Business owners would be wise to read carefully and follow their referrals to gain a competitive edge with Facebook ads in 2018 and beyond.
Facebook expert: Dennis Yu
CTO of BlitzMetrics  Dennis Yu is an internationally recognized lecturer in Facebook marketing and co-author of "Facebook Nation," a textbook , which is taught at over 700 colleges and universities. He is the former Head of Analytics of Yahoo! and has worked with brands such as the Golden State Warriors, Rosetta Stone, Nike, Adidas and more.
According to Dennis Yu, focusing on the basics is crucial to survive the obvious Armageddon. It's pretty hard to ignore this advice from an industry leader whose firm has been managing over $ 1 billion in Facebook ad spending across multiple accounts.
Yu believes that Facebook long ago eliminated the organic reach for pages. proclaimed "gurus" use the latest news to scare and attract attention. "Ignore these people! Focus on the basics and you'll win! Create good content that really deserves a ranking that really helps users, and you do not have to worry about the algorithm [Facebook]." Yu defines the basics of Facebook advertising as "awareness, engagement and transformation
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He advocates the creation of one-minute videos to raise awareness and use them To boost engagement for one dollar per day, Yu says that brands need to tell authentic stories that do not look like commercials, on the grounds that this adds further organic reach and interaction He recommends playing the one-minute videos to tell your story, and if done right, "we've decided It states that this is deadly! "
He further explains how this process leads to conversions and sales viral reach, to which you then respond in a community format, and you can collect their e-mail addresses and them invite to your website. Carry out cross-channel marketing and then sell in the store, on your email list, or on people you are more likely to search on Google. That's the point where things are accelerating right now.
Facebook expert: Justin Lofton
Founder and CEO of Zenfusion and SyncSumo For nearly 20 years, Justin Lofton has mastered the art of selling online across all industry channels and verticals, and has spent more than $ 10 million on Facebook ads in just the past six years.
Justin Lofton is pleased that more and more people are getting away from traditional media such as television, believing that people are coming to the Facebook and Instagram platforms to consume more of what they do in their lives than they do Watching TV or getting their news from traditional media channels, he predicts that this will create more opportunities for businesses at a lower price than television for their ideal audience want to.
One of his predictions concerns retail. He assumes that more inpatient businesses will continue to close because people simply prefer the convenience of online shopping. He adds: "The retail industry is dying completely, and customers can conveniently order products and services online, which means that the shift in e-commerce is shifting more and more to online platforms – Facebook is the best platform to reach these people."  Lofton also gives some insight into lead generation and predicts that more companies will adopt Facebook lead ads and use them as a replacement for their traditional web site funnels.
When asked about the Best Facebook Advertising Strategy, he recommends "being creative in your campaigns" and "using images and videos to create some emotional impact, attracting the attention of the audience and promoting them Video works better if you can make a video for your ads, but if you get some kind of emotional impact, you can get your attention and get engaged if you use emotional imagery and videos. " Related topics: No results with your Facebook ads? Here's everything you do wrong.
Regarding the technical aspects of Facebook ads, he recommends that advertisers target 2-percent Look-Alike audiences as part of their process and test the results. Lookalike audiences allow you to reach people who are more interested in your products and services. This will allow an advertiser to create a custom audience similar to those who have done business with you in the past. "Interest-based targeting really works very well to get inventory on the ad platform, it can be cheaper with interest-based targeting as well as with a 2 percent lookalike audience" he adds.
Facebook expert: Wilco De Kreij
Image Credit: Facebook
Founder of  UpViral and Connectio Wilco De Kreij is a full-time online marketer and software developer who has invested millions of dollars in Facebook ad spending over the past decade to expand his SaaS platforms.
Wilco De Kreij's predictions focus on Facebook's recent changes. He believes that ads must appear "native" to be successful. In other words, it will be harder for people to determine if a post is actually an advertisement or if it's just organic content. "Those who advertise in direct response to advertising are left behind, and those who focus on producing valuable content that people consume and then intelligently use the advertising platform are the ones who will succeed."
He encourages advertisers not to settle for a faceless brand. When you're serving ads to a cold audience – especially people who have never heard of you – do so from a personalized brand page. Based on a series of tests conducted by De Kreij, placing advertisements on a personalized page increased ROI by 300 percent compared to running the same ads on a corporate site.
"It's getting more native, right? People want more native results, so make sure you try it out and see exactly the same ads from your brand page versus your personalized Facebook page and see what happens."  Facebook expert: Keith Krance
CEO and founder of Dominate Web Media Keith Krance is the co-author of Bestselling Book The Ultimate Guide to Facebook Advertising . His agency has over $ 70 million in total spend and currently manages $ 2.5 million monthly for all of her accounts.
Keith Krance predicts that the Facebook advertising costs will increase dramatically due to the recent Facebook announcement. As the number of advertisers increases exponentially, competition for news feed inventory increases. "Advertising costs are starting to rise with Facebook, but they're far from where they'll be in two years," says Karance. "People complain because the cost of Facebook ads has increased, just wait two years … three years … and watch what happens."
He also believes that Instagram is the biggest opportunity for entrepreneurs in the present time is. He explains, "For the moment, most people do not properly run Instagram ads." He encourages advertisers to treat each ad as a brand ambassador as if it were a real person. "Think of your ad and messaging as someone you hired as a brand ambassador to make friends."
He claims that most advertisers create ads targeting Facebook but only include Instagram placements. Krance suggests creating some Instagram focused ads and testing the results. "If you create an ad that works well with Instagram, it probably works well with Facebook, but the opposite is not always true."
In addition, Karne encourages advertisers to leverage new technologies such as messaging bots. Automate text messaging. He believes that if technology is meaningfully combined with personal communication, it can improve your results. However, he warns, "But you have to keep that personal touch! This will be a great opportunity, and I think some mistakes that people will make are too much based on automation to complete the entire sales process."
A tip Karce's personal touch is Facebook Live and believes that most advertisers underestimate the power it has to create free organic engagement. He claims that if you quickly find a lot of people on the Facebook live event and create conversations, Facebook will send more people to Facebook. What I do now is that when I make a Facebook live, I'll just send a short message to my ManyChat subscribers and email subscribers to let them know we're live It's a great way to create engagement and personal connection. "
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