Warning: sarcasm ensues.
As you’re probably aware by now, “Facebook is running out of new places to force its ads and it’s now going to start throwing autoplaying videos into messenger.” (source)
Whether they do or don’t go ahead with such a great idea, it seems Facebook is making yet another attempt to humanize itself. You know those people who are constantly interrupting conversations? Facebook just joined the gang, and will now help make human conversations more natural.
The real reason for this decision, however, is simple. As a friend put it:
“Gotta sell those ads, Senator!”
After some careful thought, it becomes clear what Facebook must do:
Advertise all the things
It’s both simulation and reality, like a rigged arcade machine: advertisers pay to play, but will never win solely based on skill. On the other hand, they won’t lose solely based on chance: while the game is being played, the machine is calculating probable outcomes according to many different elements.
The advertising experience will become more natural.
Continuous positive results
They are quickly followed by a similar period or positive growth. When the advertiser will eventually decide to look at the weekly/monthly analytics, realizing that the campaigns are doing very well, overall, despite the lows.
Things look promising, and the advertiser is assured that the work has an impact: they are making their small contribution, and the world is now a better place.
If there’s no accessible indicator to demonstrate that the advertiser is constantly “winning,” the system fails.
Now we’re growth hacking!
Side-note: where is the ROI?
In any case, if we assume the ROI of many advertisers is measured not in terms of final reflections in sales, but merely if the money’s worth the clicks and pageviews, then we’re more than fine. Consequently, real sales won’t make any difference.
In the end, irony takes over: the advertisers themselves are in the business of deceit, so this project seems naturally redeemed by its very own nature.
Here’s our “Win-Win-Win” situation:
#1 – Facebook wins more
#2 – Advertisers win more
Deceit analysis: the only people advertisers will be lying to is themselves… in some cases, their colleagues and bosses, albeit involuntarily. No harm done!
#3 – WE, THE PEOPLE, WIN A LOT MORE
Humankind is now liberated from the ad-chains of Facebook campaigns. We’ll be spared of advertising entirely, finally able to enjoy the perks of Mr. Zuckerberg’s ultimate Social Network platform.
No longer harassed by those pesky ads, we can now contemplate the growing grass on the virtual peace of our own Farmville, and fulfill our ultimate destiny of individualistic detachment and numb, collective conformity.
Deceit analysis: no common mortal is being insultingly lied to.
I’m aware there might be flaws to this rusty model… Some disapproving voices may argue, for example:
What if the advertisers go for lunch, log in to their personal Facebook account, and then wonder why they see zero ads!? Won’t they realize this is nothing but a scam?
Yes, but… No?
From the condescending advertiser’s perspective, not seeing ads is just logical, for more than one reason:
- They’re not the target (duh!). Obviously: “I, advertiser, am the master… the rest of humanity is the puppet.”
- They’re special. There’s a kind of tranquility derived from the feeling of having a superior, privileged social networking position. Consequently, advertisers will see themselves above others, so no need to make a big fuss about it.
- They’re blind. Even if they were to see the ads, their brains would probably block them; adXistenZ is such a congratulatory and flattering system, so immense, that there is no need to give any fucks about any principles or standards anymore.
- Positive denial. In the event the advertisers realize they’re being tricked, their performance would be so good, and effortless, that I wonder how many of them would actually care.