Facebook advertising is very effective, providing ways to target specific markets with pinpoint certainty. However, advertisers are at Facebook’s mercy if they decide to change any aspect of the process. With recent changes being discussed to Facebook’s news algorithm, an announcement also came that they would be charging more for ads. In 2017 Facebook’s advertising growth decreased to around 15 percent compared to 50 percent in 2016, while their average ad price increased by 29 percent., not making it much of a loss for Facebook itself, but leaving advertisers to scramble around and find alternate ways to get things done.
As Facebook reorganizes their news feed, space is at a premium. Facebook’s revenue is primarily advertising revenue, thus it was not a change that was taken lightly. According to (http://www.adweek.com/digital/why-you-should-be-prepared-for-facebook-ad-prices-to-rise/), Facebook’s business model seems to be able to take advantage and even thrive after streamlining the advertising process. Facebook seems to be taking all of the criticism coming their way at face value, being accused to facilitating the spread of fake news as well as influencing people’s efficiency due to time wasted, and thus are cutting back on the number of news sources and advertising sources they are showing to users. They are hoping to cut down people’s time on the website while extracting the maximum number of value for both the user and for Facebook itself.
Luckily the scarcity principle is acting in their favor, with the diminished number of ads available resulting in a higher price, making it a win-win. Users get a better experience as they stop being bombarded with ads everywhere, and businesses pay more. Even with diminished visibility Facebook is still the best choice for advertisers, leaving them with decisions to make.
Companies have fighting this change with alternative strategies. For example, BuzzFeed has ramped up their campaign urging readers to download their app and get news there. Beating other news sources to the punch is imperative as people only have so much space for different apps on their phones. As organic posts lose visibility and people spend less time on Facebook by design, the rush is now on in order to lock users into the businesses proprietary platform in order to keep an audience that is quickly dwindling. Facebook continues to stress the fact that no one should change their strategies according to (https://www.marketingdive.com/news/will-facebooks-news-feed-changes-lead-to-more-expensive-ads/514773/), but no one is taking their word at face value.