After months of scrutiny about privacy concerns and where ads are actually coming from, Facebook has taken action into their own hands. Advertisers and consumers alike went to sleep on Thursday, June 28h and woke up on Friday, June 29th with a pretty substantial change on their favorite social media platform.

With Facebook trying to crack down on fraudulent accounts that have previously served false ads, they have opened a floodgate of possibilities for its consumer base.

Here is a screenshot of how you can discover what advertisements a page is currently running:

Whenever a change is enacted on a platform that has 2.2 billion monthly active users, there is going to be a learning curve in how the new updates are utilized. This most recent update is going to bring both positive and negative aspects to the platform, however, the transparency between the platform and the consumer is at an all-time high.

Here are some of the positives and negatives that can be found with the new update:

Positives

• Facebook users will have full transparency on the platform as is pertains to who is paying for the ad that they are seeing
• A user can view any/all active advertisements that a company is running at that moment in time – providing consumers with more information than ever about the platform
• A consumer can see the history of a specific page – showing any changes that may have happened throughout the years

Negatives

• Competitors can now see and copy a businesses’ exact ad strategy
• You cannot hide your special offers from your competitors
• Someone outside of your target audience could hypothetically see the advertisement that you were offering to select individuals

Overall, this is a step in the right direction, and the positives far outweigh the negatives.

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Creating an emotional connection with your visitors and creating a strong feeling of want or need can be a powerful tool. People first decide based on their emotions and then consider logical factors that confirm their decision. Here are five ways you can tap into emotion to drive conversions on your site.

Reinforce Feelings of Confidence 

Website visitors dislike complicated web pages as soon as they see them. A complex website influences a person’s perceived confidence in their ability to make an educated decision in a negative way. The more assured your visitors are that they can accomplish a task on your site with ease, the more likely they are to follow through with that action. Design an easy to navigate site that builds a visitors confidence.

Generate Positive Feelings

Positive behaviors can be reinforced and encouraged with rewards or incentives. When people are rewarded, it activates pleasure centers in the brain. Try giving away some concessions or discounts that can instantly incentivize the consumer to follow through with their action. The initial appeal to buy will be roused by the concession, and the savings from the discount acts as the reward for the desired behavior.

Meeting Visitors’ Needs

Offering a product or service of interest is only half the battle as you attempt to connect with consumers. Create messages that convince visitors that you understand what drives them and you know how to improve their lives. To bond with visitors at a deeper level, learn their initial motivation.

Recognizing Changing Needs

People change over time in response to changes in their lives. By knowing which stage of purchasing your target customers are in, you gain insight into their interests and perspectives, allowing you to personalize web experiences and create more enticing offers to resonate with your target market.

Conditions of Attachment

Companies that have managed to build an extremely loyal customer base develop the conditions for attachment: consistency, responsiveness, and trustworthiness. To establish an emotional connection with your visitors, you must earn their trust, ensure that you are helping to fulfill an important need and provide stress-free, enjoyable experiences.

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