It’s safe to say that the public’s love affair with Facebook is all but dead this year. The company has been embroiled in scandal after scandal, mainly since 2016. Facebook is in the news lately mainly because of the platform being a super tool for those who want to spread misinformation. The problems don’t stop there. There are particular privacy issues that worry marketers about Facebook advertising in the coming months.

With just about everyone becoming weary of Facebook, some brands may even wonder if investing in the platform is worth it anymore. Is it better to just ditch Facebook and focus on marketing elsewhere? Read along to understand the marketing crisis facing Facebook and how to tackle it.

Facebook Privacy and Transparency Concerns that Marketers Should Worry about

There are two words that best describe the predicament the social media giant is in right now: privacy and transparency. Facebook has come under fire for exposing user data to advertisers without due consent from the users. Consumers just can’t be sure what happens to personal data uploaded onto Facebook.

The EU, in particular, wants Facebook to be more transparent regarding its advertising practises. Mainly, the block has introduced a new legislation commonly known as GDPR to ensure privacy rights of European consumers. It wants companies like Facebook to disclose to consumers the type of data it collects.

Privacy is becoming an increasingly contentious issue for the social networking giant. Mainly because it’s very difficult for Facebook to ensure privacy rights and maintain the targeted ad platform. In addition to exposing user data to advertisers, Facebook also buys user data from third parties to make available to advertisers. This practise is not sustainable given that regulatory authorities are cracking down.

These issues have prompted some users to abandon the platform. However, Facebook remains as huge as ever. The exodus of a small number of users has not hurt the bottom line of the company. Even the best social media agency professionals don’t tell clients to stay off Facebook entirely over privacy issues.

However, there could be other issues to worry marketers, as explained below.

Marketing on Facebook Comes with Major Caveats for Brands. Here’s Why

Consumers are not the only ones getting violated by Facebook’s lack of deference to privacy rights. The company in recent times have gotten on the bad side of marketers as well. Some issues are minor, such as the Ad Manager becoming overwhelmed on Black Friday last year. Other blunders, however, have been more serious.

Facebook has long failed to disclose its internal data regarding ads to marketers. For example, no one knows just how effective Facebook’s ad targeting strategy is for brands. Things hit near rock bottom when in 2016 it was revealed that Facebook had inflated its video metrics by a whopping 900 percent (or near that at least).

Some marketers have been entangled in data scandals when Facebook confirmed that it uses consumer data the customers don’t even share with the platform. Even worse, a supposed glitch gave rival advertisers to analytics data.

Brands should expect to put up with more such issues in the future, especially when Facebook is trying to revamp the platform.

How to Plan Your Facebook Strategy in 2019

Facebook is arguably problematic, but it has also become essential to brands and particularly small businesses. In 2019, this is how you should manage or phase out your company’s Facebook strategy:

Stop Being Reliant on Targeted Ads—Facebook’s ad strategy is coming under fire, so it’s time to stop relying on it. Your brand could get entangled in a data scandal if Facebook once more plays fast and loose with privacy information.

Companies should instead focus on Facebook as a platform to drive customer engagement. Interact with customers using useful tools Facebook offers like messenger and chatbots. Use its events tool to create real-life activities to improve customer loyalty.

Pay Attention to Customer Concerns—Consumers are definitely worried about what Facebook does with their data. Therefore, new Facebook plans should address these concerns. Focus Facebook marketing actions on what customers like about the platform. For example, photo sharing via Instagram is still largely uncontroversial. Brands can focus on that.

Use Video—Instead of other upload, focus on improving the video strategy on the platform. This can work alongside YouTube for the best results. Data shows that short videos on the platforms increases user engagement and interest. Facebook video works, so make the best of it.

Last but not least, don’t stick with Facebook if your customers don’t. Most consumers will, but if your target audience is moving onto another platform in droves, your plan should be too.

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