Facebook will soon be launching a slew of new targeting options for Facebook page administrators to deliver relevant content to a particular audience. In the past, Facebook only allowed you to target Facebook page posts by language and location, but they will soon be adding these additional targeting options:
- interested in
- relationship status
I’m most excited about the “interested in” and “relationship status” options, because I think they allow the most customization for targeting. A married man with kids has many different needs and interest than a young, single guy. I should know, because I used to be the young, single guy and now i’m the old, married man with two kids.
Why is Facebook Doing This?
I think they’re doing it for two reasons:
Reason #1: They’re trying to ease brands into Facebook advertising. Let’s face it, Facebook just went public and their stock sucks right now. Facebook Ads is their only saving grace that will increase revenue and profit. They need brands to start opting Facebook Ads the way they did Google Adwords six to eight years ago.
Reason #2: Now that Facebook does not deliver your page updates to all of your fans, they want to give brands the opportunity to increase the reach of their content without having to pay for the Promoted Posts feature. Also, Zuckerberg still cares about his users, and I believe he DOES want to continue to preserve the social networking experience by only delivering relevant ads that ad value to the user. It’s a play right out of the Google playbook, and it’s smart, because it’s worked pretty well for Google so far.
Using Targeting Options to Increase Reach
Let’s say Hilton wants to promote their Summer vacation packages. Instead of sending a message about their family vacation package to everyone, they can send out two different messages, one that targets married women and one that targets married men. Additionally, they could send out one geared towards younger married parents and older married parents. Catch the drift?
It’s a lot more work for the social community manager, but it gives you a better chance of increasing reach without paying for it.
My Final Thoughts
I don’t think these new targeting options are going to help small business brands on Facebook. If you’ve got less than 10,000 fans, targeting too much could actually reduce your content’s reach. It’s really going to help the larger brands out there with six and seven figure fan counts. For those brands, the sky is the limit, and it’s a must for social media managers to master the art of organic content targeting.