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Facebook Ads in 2022 – What’s Changing?


With over 2,963 billion monthly active users in 2022, Facebook remains the world’s most active social media platform. So it’s no wonder that advertisers flock to Facebook to try and reach numerous members of their audience.

Facebook has a range of tools that make it valuable for businesses. For example, you can create your own page and sell through it, form a Facebook group, update your news feed with shareable content, and run paid ad campaigns.

Any ad agency can tell you that marketing should consist of multiple strategies, incorporating content marketing for organic traffic and paid ads. Facebook is still a focal point for ad agencies in London, but how they run their ads is constantly evolving.

There have been significant changes this year too, so if your brand relies on Facebook ads, it’s essential to stay up to date with all that’s new.

We’ll walk you through what has changed and how to keep excelling at Facebook advertising.

Facebook Ads are Becoming Less Targeted

Personalisation is one of the most powerful toolkits in a marketer’s belt. Yet, 9 out of 10 marketing leaders say it delivers profits. Personalisation works by targeting small audience segments based on their niche interests and behaviours. Some tools also allow ad agencies to personalise by using a customer’s information, like their name.

Facebook, in the past, allowed businesses to target their audience by choosing which interest groups to advertise to. This year, Facebook is removing some detailed targeting options. Whilst the platform agrees that personalised advertising is the best way to market, the influence of civil rights and policy sectors moved them towards the update.

More specifically, Facebook removed the following topics from its targeting categories:

  • Health
  • Race
  • Ethnicity
  • Sexual orientation
  • Religion
  • Political beliefs

As a result, ad agencies can no longer target, for example, members of the LGBT culture specifically. Nor can they target lung cancer awareness or specific religious holidays.

If you previously relied on targetting audiences in these categories, you will have to rethink your strategy on Facebook.

How to Reach Your Facebook Audiences in 2022

Facebook, nonetheless, provides a few tips for still reaching your audiences.

  • You can target Website custom audiences. This matches Facebook’s ad targeting to those who have visited your website using the Facebook pixel. Whilst you won’t reach as many new customers this way, it’s an excellent way to keep in touch with existing leads.
  • Small businesses can target engaged custom audiences. These people have previously interacted with your Facebook page or content or may have watched a video that appeared on their news feed.
  • You can use location targeting to reach people in your business vicinity.
  • Use lookalike audiences to reach people similar to your engagement custom audience, others who might be interested in your content but haven’t yet seen it.

Get Help Navigating Facebook Advertising

When your central advertising platform changes the game’s rules, it can feel like uncertain times. But it’s good to remember that these changes represent consumers’ best interests and align with the social conscientiousness young audiences are fighting for today. Change doesn’t have to be to your detriment.

Work with one of the top advertising agencies in London to navigate the changing landscape of paid ads. At ZAK Agency, we can help you prepare a good balance of paid advertising, video marketing and content marketing. In addition, we can help you find your market when it looks like your audience reach is dispersing. So get in touch today for a chat.