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Facebook Flashing Ads | Mary Biever | One Writing Mother

Facebook Flashing Ads

This afternoon the flashing Facebook banner ads appeared on my Facebook profiles. It flickered, disappeared, and then returned.

Bottom line gut reaction:

  • They will irritate users and will fail to generate profit for the companies that buy them. People will spend less time on profile pages (personal or business) and more time on the news feed which doesn’t have it. So timely posting and Edgerank will matter for businesses.
  • Short term, it looks like a tactic Zuckerberg is using to make his ads more profitable before his IPO.
  • Long term, it’s just plain stupid to irritate your customer base. This new feature will irritate users. The number of clicks on ads will decrease, making them less appealing for businesses to purchases.

The first thing I will tell my clients for whom I develop social media market strategies is:

  • An unintended consequence of the flashing ads is people will spend less time on actual profile pages.
  • Facebook users will rely more heavily upon their news feed for Facebook posts.
  • The best response businesses can make is to post timely, targeted Facebook statuses that inspire and add value to the lives of their target markets.

This goes back to some basic, common sense horse sense:

  • Good writing, great content, and solid  values are timeless and necessary for marketing.
  • Rushing for the gimmick means you will spend a lifetime chasing the next shiny new toy.

 


10 Responses to “Facebook Flashing Ads”

  1. nibbyp May 5, 2012 at 3:04 pm #

    What this really says Mary is FB is getting desperate.

    • maryb May 5, 2012 at 3:14 pm #

      You’re right, Nibby. People will start using the interest group features more to filter their feeds and save time.

  2. Quincy Zikmund May 5, 2012 at 3:19 pm #

    This will be the most annoying thing I’ve seen Facebook do. It won’t just make me go to profiles and pages more, but it will probably make me use Facebook even less than I already do. I think they’re really going to shoot themselves in the foot soon and we’ll start seeing a pretty good migration from FB. Maybe slow, but a big one.

    • maryb May 5, 2012 at 6:16 pm #

      I would not be surprised if there is blow-back negative response that results in Facebook’s scaling back this entire campaign. I saw someone who had never migrated to Timeline’s page, and it had exponentially fewer flashing ads. There will also be negative response because now there is no feedback – as in to request not to see a certain type of ad. At least on the flashing ones.

      • Quincy Zikmund May 7, 2012 at 9:45 am #

        I could see that. I haven’t seen any of these on my pages yet. Even if the ads are relevant to me like in the sidebar I’d still be annoyed. I know that the PPC ads are good for some companies, but I personally never click on ads, either in Facebook or Google. I guess we’ll just have to wait and see what happens :)

  3. Andrew May 7, 2012 at 8:58 am #

    I haven’t seen this on mine yet, but I bet ad performance is in flux and they are trying to boost visibility. I can’t remember the last time i even looked in the direction of those sidebar ads.

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  5. http://greenstreetrecords.net/ April 2, 2016 at 2:38 pm #

    That’s a brilliant answer to an interesting question

  6. http://allwebsites.pw/samian.ca April 6, 2016 at 8:06 am #

    Great common sense here. Wish I’d thought of that.

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