If you manage a Facebook Page with a sizable US following, chances are you’ve noticed some major changes over the past few years. Starting in 2019, Facebook began tightening the reins on Pages, putting emphasis on transparency and authenticity. It’s all in an effort to combat the spread of misinformation and protect the integrity of its platform.
Let’s break down the essential changes and what they mean for you:
1. Page Transparency: Your Business Can’t Hide Anymore
Facebook wants users to know exactly who is behind the pages they follow. That’s why they rolled out these features:
- “People Who Manage This Page”: A section visible on your Page listing the primary country locations your page admins are operating from. This gives audiences a better idea of where your content originates.
- Page History: Past name changes and merges now displayed in your Page’s history. This prevents people from establishing a trusted Page and then abruptly changing its focus.
2. Authorization for Political Ads: Say Goodbye to Anonymous Attacks
The 2016 election meddling scandal brought a lot of unwanted attention to Facebook. Now, anyone wanting to run ads about social issues, elections, or politics in the US has to:
- Confirm Their Identity: This involves providing government-issued ID and other documentation.
- Get an Authorization Disclaimer: Clearly displayed alongside all political ads, these say “Paid for by… [organization name]”.
3. Fighting Fake News: Dubious Content Gets Throttled
Facebook takes the spread of misinformation seriously. Pages and accounts repeatedly sharing debunked claims get their reach reduced and may even face penalties. Content from verified fact-checkers also surfaces to counter those viral falsehoods.
4. Location Targeting Tightens Up
While not directly tied to large audiences, location-based targeting changed in 2019 in certain categories like housing, employment, or credit opportunities. You can no longer limit who sees ads in these categories based on factors like age, gender, or zip code. This combats discriminatory advertising practices.
What This Means for Page Managers
- Embrace Authenticity: Don’t try to hide who manages your Page or mask your true intentions. Transparency builds trust with your audience.
- Plan Ahead for Political Content: If you plan to run ads about politically charged or sensitive topics, start the authorization process well in advance to avoid delays.
- Quality over Quantity: Prioritizing accurate, unbiased content helps boost your credibility, improving both organic and paid reach on Facebook.
The Evolution Continues
Expect Facebook to continually refine its rules to promote a safer, more trustworthy platform. Staying up-to-date on policy changes keeps you compliant and in good standing with the social media giant.
Need Resources?
Here are some links for those managing big Facebook Pages to bookmark:
- Facebook Business Help Center: Their official guide includes detailed information on policies and changes as they roll out – https://www.facebook.com/business/help
- Social Media Blogs: Websites like Social Media Today often analyze the latest Facebook updates in real time – https://www.socialmediatoday.com/
Let me know if you have a specific question regarding Facebook Page requirements, I’m happy to help!