Facebook changes page post ads to increase engagement, but fan acquisition rate declines
A recent design change meant to make Facebook page post ads more effective in gaining engagement — likes, comments and shares — has reduced the format’s utility for fan acquisition, according to data from Spruce Media.
A month ago, Facebook changed the way page post ads appear to non-fans. Now instead of a call to action to Like the page, these ads promote interaction on the post itself. That’s good for content marketers and pages looking to increase engagement.
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