Facebook Testing Topic Exclusions for Advertisers

The social media giant says that this new feature will beneficial for marketers. It will grant them control and enable them to choose whether or not to show their ads around potentially sensitive content. Let me elaborate on it with an example that they gave. Imagine a children’s toy company, it might avoid content related to a new crime show. So, they will have an opportunity to select the “Crime and Tragedy” topic. The company further said that this will be the first time that the news feed environment could be managed through controls.

Topic Exclusions

Crime and tragedy are just a single topic. According to a spokesperson at Facebook, other topic exclusions that will be tested are Social issues and News and Politics. The whole idea of this testing is to give advertisers more control over how their advertisements are showing in their user’s feeds. Brands will be able to make sure that their products or services are not visible next to certain topics that they are not related to. Facebook further said that it will continue to listen and keep on learning during the testing period. This learning will result in more topics being included and further improve the overall topic exclusion. This will not only change Facebook marketing but also SMM as a whole.

Brand Safety

Given the political disturbance that was started in 2021. Many brands had to think fast and adapt certain actions to make sure that their advertisements and organic messaging were not insensitive. They also had to make sure that their ads were not visible around such turmoil. Which makes this announcement even more crucial especially for advertisers and brands. Brand safety is not the hottest topic of 2021 but still, it is very crucial. Most companies work to secure their business and make sure that they are not shown parallel to any extremist political platforms. Especially the ones that are picking up the pace on social platforms like Facebook.

Brand safety experts further explained that exclusions, especially the ones that revolve around breaking news might not always the most suitable option for advertisers. Brands have gotten into a propensity for hindering advertisements after negative news occasions or stopping them totally in light of the fact that they accept these accounts are a risky climate for their brands.

Taking Privacy Into Consideration

Privacy is one of the top concerns for the majority of people. But if we talk about Facebook then their response on privacy was almost uncertain. They replied that all of their products have their bases generated on privacy and this product will not be different from others. The social media platform is operating under Global Alliance for Responsible Media (GARM). To further improve digital safety and this latest announcement lies under that initiative.

A Spokesperson

A Facebook communication spokesperson further told that that was will be the first time where the news feed environment can be managed with controls. Before the official release, they need to understand the performance and the efficiency of the advertisement campaigns while honoring their own commitment to privacy. It means that they will analyze the performance of this test. Which makes it a complex and long-term procedure. It may also require some heavy work but they are prepared to do it before the finalized release. So it is safe to say that after the official release Facebook marketing will change so will SMM, and advertisers will have to adapt to these changes.

Why Do We Care?

This testing of topic exclusions for advertisers will be highly beneficial for marketers. It will provide them more control over their brand safety options. In the past times, advertisers used to create a list of keywords that they blocked. But this will help them control their ads in a way where they can ensure that their ads are not visible around negative content. This will also uplift Facebook marketing and SMM Agencies might need to update themselves to stay in the game.