Facebook Wants to Turn 25 Million Small Businesses Into Advertisers
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After years of courting the nation’s biggest advertisers, Facebook is going after the 99%.
That figure represents the long tail of advertisers; the plumbers and dentists, restaurants and political candidates, app developers and direct-response advertisers. These small and mid-sized businesses don’t have Facebook account reps and are left to figure out Facebook advertising for themselves.
It’s an operational challenge for the social network, which has invested heavily to educate big brands and agencies about its products. To tackle the long tail, it won’t build out a large customer-service teams like YP or Gannett, which specialize in local sales. The idea is to make the product intuitive and steer Facebook page administrators to “boost” posts that are performing well with some ad spend through notifications on their page.
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