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Facebook’s Advertising Is Starting To Spiral Out Of Control

03 Jul

Two weeks ago, Facebook FB -0.99%announced that it hit one million advertisers using the site for the first time ever.

And boy does it show.

Something has changed with Facebook in recent months, and it’s not just another redesign that has people up in arms writing chain letters and staging online sit-ins in the hopes of a reversion. Rather, the switch has been a dramatic increase in the volume of ads on Facebook, so much so that the site sometimes looks like a domain squatter landing page.

A common question asked of Facebook is whether it will be around five years from now, ten years from now, and so on. Though it’s seemingly a staple of life these days, the internet is fickle, and what once was popular can fall out of favor just as quickly. And Facebook appears to be trying its hardest to make that happen.

We can debate the functionality of the site another day. Facebook has tried to wear many masks in order to stay relevant over the past few years. It believes its chat and message systems can compete with Gmail. It was letting people upload videos and pictures before Vine and Instagram were cool, yet both are now more trendy than the site itself. You can follow celebrity or public figure posts now the way you would on Google GOOG -0.27% Plus. The site has even added Twitter’s hash tags now, so you can see what hundreds of other people who don’t understand their privacy settings are doing on #friday.

But this isn’t the topic of the day. Rather, it needs to be shown just how bad the advertising angle of Facebook is getting, particularly compared to its competition. All sites on the internet are in direct competition with each other, after all, and if one suddenly becomes overloaded with ads to the point of absurdity, the others will see their fortunes rise.

We’ll start out slow here with a few sites that are going after Facebook specifically. Here’s what the 100% ad free home page of Google Plus looks like.

Google can of course afford to do this because they make so much from advertising elsewhere, and truthfully, not that many people use G+ to make it worth their while to advertise. I’ve never been Google Plus’s biggest fan, but the lack of ads makes for a very clean, friendly homepage.

Then we have Pinterest (my fiancée’s homepage), also ad free:

Pinterest is still relatively new, and if it maintains its popularity, I imagine that one or two of these images may turn into ads someday. But still, it’s not much, and for now, there’s nothing intrusive at all.

Moving down the list, we have Twitter. Just like Facebook, there are sponsored Tweets in your view immediately when you pull up your homepage, but usually only one, and it takes up a tiny amount of real estate.

Then we have a site like Reddit, time-wasting capital of the internet. It too has a “sponsored” link across the top, and also a box ad on the side, though this time it’s advertising itself.

Here is Cracked, which I pulled to represent the millions of ad-supported internet blogs which do have banner ads, but again, they’re not taking over most of the screen.

And now we have Facebook:

The ad on my homepage is a “suggested post” from “JackThreads,” an outlet I’ve never heard of, nor one that Facebook claims is even liked by any of my friends to at least make it tangentially relevant to me. Perhaps I’m being shown it simply because I’m an 18-30 year old male in their target demographic, but that’s the only loose connection to me I can think of. Yet there it is, my number one news feed story, joining the fixed column of other ads on the right hand side of the page. As you can see, when I pull up my news feed, the amount of actual content I can see because of the ad is shockingly low.

I will admit it’s not always the case that an ad is my lead story when I pull up Facebook, but I’d say I see one a solid 40-50% of the time. And if it isn’t there immediately, it’s only a scroll or two down the list.

But it doesn’t stop there. Facebook has a secondary tier of ads based on pages you’ve dared to “like” over the years. Way back when, I listed some of my favorite TV shows on my profile so others could see what I was watching. Eventually, Facebook forced these “likes” to be linked to the actual brand pages of the show or product you were talking about, and as a result, any of their postings would not appear in your news feed. It’s what’s led to situations like this:

Yes, that’s right. My entire visible Facebook news feed is now 100% ads the moment I arrive on the site. I assure you this isn’t photoshopped. You could argue that it’s my fault for liking Parks and Recreation and Dexter publicly on my profile, and I could take them off if I wanted to, but I’ve hidden so many of these days “opt-out” ads at this point, I’ve just given up. I’m tempted to simply erase my interests from my profile altogether. And before you bring it up, I’m morally opposed to AdBlock as I make my living through (hopefully non-intrusive) internet ads. But I understand the appeal because of situations like this.

You see the point here. Facebook is going to start losing market share to sites that don’t treat their userbase like they’re products to be bought and sold. Advertising is absolutely a part of the internet, we all understand and accept that, but Facebook is starting to feel like it’s adopted ads as its primary purpose, losing functionality as a welcoming social network in the process.

It’s simply a turn off to arrive on the landing page of a supposedly “social” site and see a screen that’s anywhere from 60% to 100% ads. Facebook needs to do some soul searching and figure out whether it needs to be serving the needs of its million advertisers or its billion users first.

I’ve reached out for comment to see if they agree.

Update: At my editor’s request, we’re getting meta with it.

Not so bad, huh?

But our homepage needs some work, if I can be self-critical.

And that autoplaying video ad needs to go. Welp, hopefully I still have a job here…

 

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