This shocked me, it’ll shock you.
According to ZeroHedge, Facebook user numbers in the UK have dropped. And not by a little…
…By a LOT.
“Since June 2018, several months after news of the Cambridge Analytica scandal was revealed, activity on Facebook’s mobile app in the UK dropped 38% through June 2019.”
Personally, I hope it’s true. I can’t stand Facebook and their Orwellian thought-policing. It was never an ethical business.
Still, I have to admit I’m on there. And the insane data grab that’s taken place had made it an unbelievably effective platform. The ability to target potential customers based on who they are is so incredibly powerful.
Because the customer you want is the same as the customer you’ve already got.
By analysing your own customers – what makes them similar – you can easily target more people just like them. A buck gets ten you’ll find these people much easier to convert. Then the inevitable happens, as perhaps it is right now.
The system gets cruddy and bloated.
It’s awash with fake accounts.
Too many businesses discover its power and the advertising costs grow unsustainable. After a while, all you see are adverts. Users start to hate it and disappear in droves.
At least that’s what I think could be happening.
Whenever I ask anyone about Facebook, they turn up their nose and say, ‘It’s just full of crap.’
And how many businesses actually know if it’s working for them? Do you?
You might be seeing people opt-in to your offer with some success…
…But how many of those people are buyers?
It’s why I always suggest clients get their hands on some third-party tracking software. Call me paranoid, but I wouldn’t trust Mark Zuckerberg as far as I could throw him.
When you track your results yourself, without relying on the advertising platform, you can be much more assured of your results. And, most importantly, you can see which advertising mediums produce the most buyers.
Who actually goes through your entire sales process to the end?
This could be so important to you, as you might be spending a ton of money on leads – thinking you’re doing well – but not seeing any of those people convert.
One of my favourite ways to do this is with ClickMagik.
This lets you track every advert on every platform from start to finish. It’s inexpensive. And it’s self-hosted online, so you don’t have to do any complicated installations.
Is it true what’s happening to Facebook?
Could it really be dying, sending you dud leads as it slowly kicks the bucket?
I don’t know. But that’s why you should always follow the cardinal rule of marketing: TEST.