This is the second part in our series where we look at how Facebook marketing has changed, I recommend reading part 1 first.
In recent years, Facebook’s landscape has become increasingly dominated by advertisements and recommended content, significantly altering the user experience. What was once a platform for connecting with friends and family has transformed into a marketplace where users are bombarded with ads and suggestions that often overshadow the content they actually want to see. This shift has had profound implications for user engagement and satisfaction, as well as for businesses that rely on Facebook for marketing.
Increasing Ad Presence
One of the most noticeable changes on Facebook is the sheer volume of advertisements. According to a report by eMarketer, Facebook’s ad revenue in 2021 was projected to reach $94.69 billion, up from $84.17 billion in 2020. This significant revenue growth underscores the platform’s increasing reliance on advertising. However, this surge in ad content has come at a cost to the user experience.
User Experience: Disruption and Frustration
For many users, the rise in ads and suggested content disrupts their experience on the platform. Instead of seeing updates from friends, family, and pages they follow, users are increasingly bombarded with advertisements and irrelevant recommendations. A study by the Pew Research Center found that 74% of Facebook users were unaware of why certain ads were shown to them, leading to feelings of confusion and frustration.
This shift has led to a significant decline in user engagement. Users who feel overwhelmed by the volume of ads and irrelevant content are less likely to spend time on the platform—according to data from Statista, the average daily time spent on Facebook by users in the United States dropped from 41 minutes in 2017 to 33 minutes in 2021. This trend is a clear indicator that the increasing ad presence is detracting from the core user experience that initially attracted millions to the platform.
Engagement Decline: A Growing Concern
The decline in user engagement is a growing concern for both Facebook and businesses that use the platform for marketing. When users feel that Facebook is more about selling products than connecting with people, their overall engagement with the platform decreases. This decline is particularly troubling for businesses that rely on organic reach to connect with their audience.
According to research by Social Media Examiner, 51% of marketers reported a decline in organic reach on Facebook in 2020 (Mars Digital). This decrease in organic reach means that even if users follow a business page, the likelihood of them seeing posts from that page has diminished significantly. The algorithm prioritises paid content over organic posts, forcing businesses to invest more in advertising to maintain visibility.
