Content Hacker’s Perspective: When cover ads and Facebook solicitation reposts are blocked, where will digital marketing go?

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Facebook and Google, the two major leaders in the online advertising industry, have made announcements that shocked the industry for two days in a row (is it a concept of continuous technology?), causing fan club editors and online advertisers to suffer.

Facebook refuses to induce users

First, Facebook announced on December 18, US time, that fan pages will no longer be able to use “inducing” methods to ask group members to vote, like, share posts, tag other people, or respond to posts.

The current implementation time is unclear, and there may be many exceptions, such as assisting missing children (for public welfare), fundraising, and seeking travel advice. However, for editors and marketers, they can still avoid it.

At the same time, Facebook officials also added a note, asking editors to refer to the “News Feed Publisher Guidelines”. What the guidelines emphasize is that posters are required to provide “meaningful and informative content,” “focus on correct and authentic content,” and “behavior that complies with safety regulations and respects each other.” These content generation guidelines are where Content Hacker can come into play.

Facebook official source: News Feed FYI: Fighting Engagement Bait on Facebook

Google blocks cover ads

Immediately afterwards, Google announced on December 19, US time, that the built-in ad blocking mechanism in the Chrome browser, originally announced in early 2018, would be officially launched on February 15, 2018 (Lunar New Year’s Eve). For ordinary consumers, being able to avoid the interference of covered advertising can be said to be a great blessing. But for online advertisers, they have to start a new wave of spy-on-spy advertising broadcast offensive and defensive battles, and the industry is bound to find possible gray areas in the middle to take advantage of them.

Blocks ads across desktops and mobile phones, including:

• Pop-up ads.

• Automatically play videos and music.

• Cover advertisement for countdown time.

• Large pop-up mobile ads that follow the screen.

• Cover ads that cover more than 30% of the screen.

Image source: The Initial Better Ads Standards

Google official source: An update on Better Ads

The content is the Jike engine

In fact, Facebook and Google do not intend to completely block online advertising and fan page operations, but to further promote a “content first” orientation. The two major leaders require content providers to no longer use pure “Push Marketing (usually refers to advertising)” to induce users to accept, but to move toward “Pull Marketing (usually refers to self-media)” to allow users to accept naturally.

In The 1st Content Hacker Lecture (CHL1), we mentioned that some content marketing trends in 2018 are closely related to the measures taken by Facebook and Google, such as “from the consumer perspective”, “the boundaries between advertising, public relations, and self-media are indistinguishable”, etc.

Such limitations make content hackers think about the application balance between pull and push. In addition to establishing long-term content management capabilities, it is actually more necessary to prioritize the development of [content strategy](https://www.accupass.com/event/1 712060853368811629900), in order to stably generate “useful and correct content for the target audience”; and then combine it with the call-to-action (Call-to-Action) to achieve the purpose of content marketing. From the 2017 Taiwan Growth Hacker Annual Conference invitation Greenvines Sharing, we can see a good content marketing demonstration. Greenvines Vitality not only provides long-term and stable business content, but also uses Content Strategy as a driving force The engine of guest marketing provides timely calls to action (Call-to-Action) and reminds users to take action from time to time (not necessarily just product sales, it may also be a call for charity). This allows users to no longer just read content, but also learn about products in a timely manner, ultimately driving purchases and enhancing brand image.

★ Content Hacking Activity Preview:

• January 2018 Content Hacking Lecture (CHL3)─Create your content marketing strategy

• February 2018 Content Hacking Lecture (CHL4)─Creating calls to action for your content

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