This year Facebook has survived a stressful period of trying to balance its feet on the unsteady ground caused by the big Cambridge Analytica Scandal. Following these events, Facebook introduced a new way of ‘fixing things’ by offering its customers a full, transparent view into every active Facebook Ad.
Yes, we are talking about the frightening ‘Info and Ads’ section that shook every marketer working on this social network. Before this feature, ads were only visible to those who were targeted with it. Now, people can go to every page they are interested in and see every active Facebook ad as well as every post the Page is spending money to promote. This option offers even more transparency regarding the political related ads. While on the Standard Facebook Pages can be seen only the active ads, with the political ads there’s a different story – all the ads are being archived.
Even though Marketers reacted furiously towards this enormous change, it now seems they found a way to adapt their strategies around it. According to our experience, it turns out that the Transparency tool has a few positive sides after all.
These are the benefits we felt in our work since the enrollment of this tool:
1. Tracking your competition
Good news for all the nosy marketers out there! Now, you can look deeper into what your competitors are doing at the moment. What’s even more exciting is the search bar that gives a list of countries currently targeted by the page. By analyzing their active posts, marketers can not only understand their competitors’ communicational strategy, but also their product strategy and the goals they try to achieve through this network.
2. Know what’s trending
We’re all familiar with creative blockage and constant repetition of certain patterns in the posts you create. Well, now you can see the way your creative competitors think. You may come through certain type of posts that are trending and attractive to the audience and implement some useful fragments in your posts. Of course, we are not talking about copying the creations, but about staying updated with current trends.
Last but not least is the transparency that your customers benefit from. They can make sure that your page is verified and trustworthy by searching trough reliable information about your ads. That way they can learn how to trust your company. And trust leads to what matters the most – loyalty.