The focus of Facebook’s real user screening is shifting from account quantity to account

Made it a few years agoWhen promoting on Facebook, the data that many teams like to look at is: how many fans have increased, how many posts have been interacted with, and how many clicks the ads have received. At that time, everyone paid more attention to "volume". As long as the traffic was large enough, there would always be transactions later.

But now more and more people are beginning to find that the number of accounts is no longer as important as before.

A page may have hundreds of thousands of fans, but not many people can actually leave messages, private messages, or click on links; a community may seem lively, but a large number of interactions may just be low-quality traffic or even abnormal accounts. especially nowAs AI content, batch accounts, and automated interactions become more and more common, Facebook operations have begun to slowly shift from "traffic logic" to "user quality logic."

Why are there so many now?Facebook traffic will appear "very empty"

Many teams will have an obvious feeling in recent years:

The interaction is still there, but conversion is getting harder and harder.

For example:

·Lots of likes, but few inquiries

·The comments are lively, but the transaction is unstable

·The fans keep growing, but the private domain cannot settle down.

The core reason for this situation is that low-quality traffic is increasing.

especially nowIn the Facebook ecosystem:

·Bulk accounts are becoming more common

·Abnormal interactions are becoming more and more likely to occur

·The proportion of pan-content users is getting higher and higher

Although many accounts will interact, they will not really form long-term value.

Therefore, many mature teams no longer simply look at the number of accounts.

What did everyone care about before?

Do it earlyWhen working on Facebook, many teams focused on:

·Number of fans

·Number of likes

·Number of comments

·Ad clicks

Because at that stage, as long as the traffic is large enough, the overall conversion is usually not too bad.

But now the problem is:

Massive interactions no longer equal real users.

A situation will occur on many pages:

Interactive data is nice to look at;
Back-end customer service is getting harder and harder to talk to.

This is why more and more people are beginning to re-study"Real User Filtering".

Why we pay more attention to account quality now

Really valuable nowFacebook users usually have several characteristics:

·Long-term online behavior is stable

·There are traces of real information

·Long-term interaction with a natural rhythm

·Easier access to private domains

·Easier to form long-term communication

In contrast, although a large number of general traffic accounts will also like, browse and even comment, it is difficult to form real conversions in the future.

Especially when:

Cross-border e-commerce
finance
Private domain operation
local service
High customer single project

In these scenarios, account quality has begun to be more important than account quantity.

What traces do real users typically leave?

Many teams are now screeningWhen you are a Facebook user, you no longer only look at “whether there is any interaction”.

Because the interaction itself is becoming increasingly easy to be faked.

Accounts that have been used for a long time usually leave relatively stable traces of use.

For example:

·Long-term data integrity

·Normal avatar and nickname structure

·long-term active behavior

·More natural interaction frequency

·More real social relationships

And with a large number of abnormal accounts, even if there is interaction, it is difficult to maintain a natural state for a long time.

Therefore, more and more teams are now beginning to:

active behavior
data structure
Long online status
interaction stability

Incorporate screening logic together.

Why“High-quality user ratio” will become increasingly important

Many teams will later discover:

People who can actually close deals in the long term only account for a part of the user pool.

If a large number of low-quality accounts enter the backend:

·Customer service efficiency will become increasingly low

·Private chat will become increasingly difficult to advance

·Advertising data will become increasingly distorted

·Private domain retention will get worse and worse

So now many teams no longer pursue“The bigger the flow, the better.”

Instead, start researching:

How to filter out low mass flow in advance.

existBefore Facebook operates, it will be more stable to do basic testing first

Nowadays, many teams no longer directly import all traffic into the private domain, but instead conduct a round of basic screening first.

For example:

·active screening

·Long-term online identification

·Judgment of data completeness

·Abnormal account filtering

In actual operation, you can first use Digital Planet to do screen number detection, and then combine activity and data tags to screen real users. Digital Planet supports free trial screening test.

Like this behindFacebook operations will be much more stable.

why futureFacebook operations will increasingly rely on “real users”

In the past, many teams would compare:

Who invests more in advertising;
Whose fans increase faster;
Who has higher interaction data.

Now more and more people are starting to compare:

Who has a higher proportion of real users;
Who has more long-term active users;
Whose private domain is more stable?

Because the real value in the future is no longer short-term interactions, but long-term real users.

Facebook promotion is entering the "user quality era"

Now many industries have begun to change significantly.

In the past, people paid more attention to:

Traffic scale.

Now more and more people are beginning to pay attention to:

User authenticity.

especially withAfter AI content and automated accounts become more and more common:

Real users will become increasingly scarce.

A truly stable futureThe core of Facebook's operation is not just to bring in more people, but to screen out in advance the people who are truly worthy of long-term operation.

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