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There are several new changes to Facebook that car dealerships need to be aware of and take into consideration. It has been well publicized for years now that Facebook is constantly changing, and we have recently seen yet another round of high-profile changes that will impact how you deal with the public on the world’s leading social media platform.
The bottom line is that you just can’t forget about Facebook. This site reaches many people, and ignoring it likely means handing over potential car buyers in your area to your competitors. Just as Facebook is always changing, your strategy for how you will handle it must adapt as well. Let’s explore three new key changes more in depth.
1. Changes to Feeds
Facebook has changed feeds with the idea that what appears most prominently in feeds will also be the most relevant to Facebook users. Clearly, this means that you want your car dealership to show up in people’s feeds whenever possible. Having interesting content that people have “liked” plays a role in this process. If a Facebook user has liked or commented on your page, then it will be more likely that your page will show up in his or her feeds.
What does this mean for you? Keep trying to create content that people find engaging and want to interact with as much as possible. When people show an interest in your page, you will keep showing up in their feeds.
2. Cover Photos
Cover photos have also changed. People who visit a Facebook page will also see an accompanying photo; however, there are rules to what can now be seen on your cover photo. Due to Facebook's rules, you are not allowed to have images that contain more than 20% text or information regarding your sales or purchase information, website address, contact information, etc. In short, cover photos can’t be as direct with sales messages as they were in the past.
3. Lookalike Audiences
The final feature we will cover is “Lookalike Audiences.” This feature is specifically designed and tailored to help you find and advertise to leads. In the past, your ads would only appear to your current customers, but Lookalike has changed this substantially and the results are exciting. These new changes now allow your ads to appear to people who have similarities with your existing customers. The end result is that Facebook has essentially created a new audience for you! Use this function in the right way and you will generate more leads through Facebook ads.
These three changes are certainly not going to be the last that we see from Facebook. Car dealerships have to realize two key facts about Facebook: one it is an essential tool for reaching prospective car buyers and two, Facebook will likely continue to change periodically. In the end, this means that car dealerships have no choice but to continually evolve and update their Facebook strategy.
CEO @ intice