My Best Advice in Light of Meta’s Challenges

Here we go again with Facebook changing its algorithm. You’d think digital marketers would gain some immunity against such sweeping changes. And to some extent, we have been inoculated through all the algorithmic changes over the years. But this time, the variant is different.

A lot different. This time, the motivating factor behind Facebook’s dramatic changes can only be described in one way:


For the first time since going public, Facebook is playing catch up.

There’s a new kid on the block, and he’s stealing the hearts and minds of a new, younger generation of social media consumers.

While we all know them as TikTok, Facebook knows them as a threat.

That’s why Facebook employees have been given a new directive:

Make the Facebook app’s feed more like TikTok.

And that has sweeping implications.

For the first time, Facebook is worried.

About a competitor.

In the past, Facebook had never flinched when other competitors came on the scene.

Like when Google+ (200m users) and Orkut (300m users) both went the way of the dodo bird.

Nor has Facebook ever worried much about Twitter, Pinterest, Snapchat, or LinkedIn.

But TikTok, with its killer algorithm, has changed the game.

Suddenly, Facebook’s next move is to make its feed (and algorithm) function more like TikTok.

This change even affects Facebook’s interactive, Live Shopping, which launched in August 2020…

… but is officially dead as of October 1, 2022.

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Here’s what Meta has to say about this change:

“As consumers’ viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product. If you want to reach and engage people through video, try experimenting with Reels and Reels ads on Facebook and Instagram.”

With the introduction of Reels—Facebook’s TikTok-like video feature—advertisers need to be ready to roll with the punches.

This is vitally important for you to grasp.

Because this shift transforms Facebook from less of a social network…

… to more of an entertainment and shopping platform like TikTok.

That means that now, more than ever, your creatives (images, copy, and video)…

…must be dialed into your ideal avatar.

What follows is critical stuff for serious marketers, so heads up here.

The remarkable thing about avatars is this:

71% of companies using avatars exceed their revenue and lead generation goals.

That’s huge.

Especially when you consider that another…

… 70% of companies who failed to reach their revenue goals…

… did not conduct qualitative avatar research.

Said another way, 70% of companies who failed to achieve their financial goals…

assumed they knew who their customers were, and that assumption is costing them a fortune.

And here’s where it starts to hits home for us all.

"Almost half—43%—of all companies still don’t have avatar research done."

If you live to be 102, you’ll never reach your goals without accurate avatar research.

So my question to you is…

“Do you have documented personas on file that confirm and prove your assumptions?”

If not, I want to encourage you to create a document…

… that incorporates everything you’ve learned about your prospect or customer.

Trust me, your copywriters, media buyers, and creative team will find it exceptionally helpful…

… at every step of the ad writing process.

It’ll help you find the emotional hot buttons that help capture attention.

For example, here is a screenshot of avatar research we’ve done for one of our clients in the child development space.

We ended up with three different ideal avatars:

Avatar 1: First-time parents looking for certainty and clarity that they are doing things right

Avatar 2: Second-time parents looking for redemption and self-forgiveness. What these parents want is a second chance to do things right.

Avatar 3: Medical professionals seeking a scientific, logical approach to raising their child

What’s so important about this avatar research is that the company came to us with preconceived ideas about their avatar/customer.

But we discovered something deeper and more emotional than they had assumed.

Our team uncovered core buying emotions that our client had never considered before.

So now, let’s take this a step further.

Let’s pretend that a company hires you to help them promote their line of supplements.

Let’s also pretend you’ve never worked in the supplement industry before and you don’t want to assume anything.

How, then, do you start your research process?

You begin with “who.”

”Who,” in this case, means we are selling to a male prospect.

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Who is this male prospect?

  • You ask your new client for their internal data and what they know to be true about their active and past clients.
  • You discover that 55% of the customers’ names are male, and another 45% are females.
  • But, since you know women also buy health products for their husbands, the split may skew closer to 50/50.
  • Most of these customers are between 50 and 80, but the average age is 66.
  • This means you can’t ignore the 70 and 80-year-old demographic or those in their mid-40s.
  • With an average age of 66, you realize your prospect was born in 1956.
  • 1956 means he went to high school between 1970-74, college in 1974-78, and turned 30 in 1986.
  • Reminding him of the top songs and movies during his high school and college years should resonate powerfully.
  • You know 100% of these prospects have demonstrated an interest in better health.
  • You also know that many are retired and on a fixed income.
  • Finally, based on purchased supplements in the past, you conclude that many distrust the mainstream media and medical establishments.
  • That means they are open to alternative sources for their health.

Based on national statistics

  • Based on 2021 national statistics, you can assume that around 36.8% are members of ethnic minorities.
  • 7% identify as something other than heterosexual.
  • 69% identify with a Christian religion.
  • 7% identify with a non-Christian religion.
  • 21% have no religious preference.

Male Avatar Mental State 

  • The average 66-year-old man still feels 25 inside.
  • He sees himself as healthy and strong.
  • Until he sees an old man staring back at him in the mirror.
  • Though he doesn’t understand it, he relies on self-deception to feel better about himself.
  • But when he notices the ever-wrinkling skin on his hands and arms, he’s reminded of his grandfather when he was this age.
  • He’s frustrated when he plays a round of golf and suffers for days afterward.
  • He’s concerned when he realizes that climbing a flight of stairs takes his breath away.
  • He’s irritated when he can’t read the fine print or can’t see well enough to drive confidently at night.
  • He’s saddened to discover his hearing is fading, and constantly asks folks, “What did you say?”
  • His identity suffers when he realizes the sight of a hot woman no longer takes his breath away… or when ladies don’t return his admiring glances like they used to.
  • He’s angry that his body seems to hurt all the time and that he’s dealing with the same irritating problems that plagued his father.

And that’s just the beginning of the avatar research.

Can you imagine how having an avatar profile like this can help you create the breakthrough promotions you need to get more sales?

Otherwise, can you see how creating your sales copy in ways that connect your product’s practical benefits with the most powerful emotions they already have?

From one marketing pro to the next, my best advice is to create avatar profiles like this for every product you promote.

Then, sit back and watch your response skyrocket, no matter what Facebook’s algorithm for feed may look like in the days ahead.

And, of course, if you need help with avatar research, you can reach us here

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