Derek Muller is man behind the video claiming that Facebook ads are a waste of money. This he claims is due to the method by which 'page' 'likes' are obtained through the advertising model and the impact of the Facebook algorithm on serving posts as a result of your dis-engaged fan base.
Derek is the author of the You Tube channel Veritasium, an informative science channel.
Muller makes a compelling argument around Facebook likes and his research, whilst inconclusive is logical.
Check out his video first:
I see that the crux of his argument is centered around the the Facebook algorithm for Page views. If the Facebook algorithm that Muller claims is in place: which submits your pages' posts to a "few" of your fans first and then gauges the reaction before exposing to more - then having a large number of disengaged fans will inevitably hurt your exposure.
However it could be that that even if you have a genuine fan base, if they are still disengaged from your brand then this would be the same net effect as having a fan base generated from a click farm, albeit that you may have an influence over your genuine fan base by changing your content strategy and winning them back.
Muller makes another interesting claim and that is that there is no financial benefit to Facebook taking ownership of this click farm issue, albeit that the ethical reasons would stand to argument.
The Facebook ads when used to garner more 'Likes' are served on an impression basis or as Facebook describes it: "You will be charged every time someone is shown your advert." Therefore if a click-farm is being used to generate disengaged and even non-existing people then Facebook is still earning its revenue but the advertiser is getting a nil return for the deal.
It's important however to note that there is two types of Facebook advertising: there is the 'Page Likes' advertising and then there is the 'Post Boost'. The post boost does use the same algorithm and the same method but with one difference.
On the Page Boost advertising option the choice of targeting is a little simpler. You can choose the audience off the basic ad setup window and from there you can choose to target only 'Fans and their Friends' or you can elect to use the audience targeting.
Choosing 'Fans and their Friends' I would argue is safer due to the fact that its less likely (but not impossible) that your fan base (unless already infected by bogus fans) is disengaged by virtue of them being non-people !
I am interested in other people's views on this - we use Facebook as part of my company's content management strategy and we recently choose to 'boost' a post with mixed results - thank goodness I didn't click the "Promote your page" option or I could have landed us in the same position as Muller.
If you want more Mashable's article is here.
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