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Facebook’s Partner Categories are Going Away

Shortly after Cambridge Analytica’s data scandal became public knowledge, Facebook announced they would be shutting down Partner Category targeting in Facebook in May. This is a big upset for a lot of marketers, us included. Partner Categories have been around since as long as I can remember working with Facebook ads which puts them over five years old. Originally only available in Power Editor, these targeting capabilities made it easier for advertisers to push ads to users who had attributes that you might not have been able to…

April 4, 2018

Facebook Algorithm Change Effects Organic Reach for Pages

Facebook’s mission has always been to make the world more open and connected by providing a platform where anyone can say almost anything. In mid-2017, they changed it to “bringing the world closer together.” But what does that mean in comparison to their old mission and how does that reflect the recent announcement Zuck made at the end of last week stating that peer-to-peer engagement will be ranked higher than peer-to-page engagement? In a long post which you can read here, Zuck explains they’ve noticed people seem…

January 17, 2018

Case Study: Facebook Give Us Back the 20% Text Rule!

We never thought we’d say this as a collective agency, but the new “anything goes” text policy on Facebook is somehow worse than the old 20% text rule. Recently, we launched a campaign for our clients CRAS – The Conservatory of Recording Arts and Sciences. We A/B tested four creatives that looked very similar to the screenshot below. Each image in the carousel has the same “[BE] CRAS” text overlay on it. As you can see, a sample image was approved by Facebook’s new text tool. We…

August 4, 2016


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