Bad News for Facebook Advertisers – And What Your Next Steps Should Be

We recently wrote a blog post that breaks down the rollout of changes Facebook is making for those who run ads on their platform.

For marketers, brands, and public figures on Facebook and Instagram, ads have always been an excellent way to reach new audiences and share who you are and what you do. But if you have any sort of religious affiliation or a faith-based audience, targeting has just gotten a lot more difficult.

A New Challenge for Advertisers

As of the end of 2021, Facebook no longer allows advertisers to target topics that may be considered “sensitive” such as religion or political affiliation.

Stacy Kennedy, who develops and executes digital strategy for our clients here at Red Bird Social shared a firsthand look at how this is affecting faith-based brands, authors and public figures.

Of Facebook’s new policies Stacy says, “I’ve been a Digital Marketer for twelve years and today is the first day in this role that my hands were COMPLETELY tied. Interest-based ads for people of faith – gone.

People of ANY faith, whether you read the Bible, pray, or listen to music by anyone who is a person of faith… this is important. Whether you’re a writer or a small business owner, *YOUR EMAIL LIST IS YOUR GREATEST ASSET*.

We recently shared some tips on making the most of your email list as an author right here.

A Look Inside Facebook Ads Manager

What you see below are Stacy’s screenshots of the interest categories she would regularly use for a first-time author who is releasing a daily devotional book. Where there once may have been hundreds of options for targeting, Facebook no longer allows any.

Here’s what Facebook has to say about why these policies were put in place

“Like many of our decisions, this was not a simple choice and required a balance of competing interests where there was advocacy in both directions. We feel confident that we can evolve our ads system to meet the needs of everyone we serve, while working diligently to continue supporting one of the best things about our platforms — helping people connect with and discover the businesses and organizations they care about.”

Facebook marketing can still work (despite their discrimination). But you should use it to build your email list. This way, you won’t be dependent on social media to grow your business, sell your books, or grow your faith-based community.

If you need help creating marketing campaigns and strategies for your business or personal brand, that’s what we do best!

You can set up your free consultation with our Redbird Social Team right here.

Do you have questions about these recent changes from Facebook? Let us know your thoughts and questions in the comments.

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