One of my clients used the case studies I wrote to retarget people on Facebook and close more sales during a launch.
It worked. We saw about a 15% boost in sales.
But of the 6 case studies I wrote, a few weren’t approved.
The Facebook Gods smited them and said “These do not comply with our standards! Off with you!”
Because Facebook has standards when it comes to user experience but not when it comes to mining personal data. Go figure.
Anyway, in this video, Facebook expert and beard enthusiast Mike Rinard shows me where I messed up and how to make your Facebook case studies more compliant.
Some of the key takeaways:
- Don’t make financial or health claims. You can’t promise the person reading will benefit financially or improve their health. And you’ve got to be super careful in how you talk about how your case study person did. Saying things like “Angie made $5,000” will get you flagged. Instead, focus on the benefits that person got from making more money or improving their health. For example, instead of saying “She landed a $20,000 gig” say “she was booked out 3 months with work.”
- Don’t make any claim that doesn’t apply to everyone.
- Watch out for “trigger words” that the Facebook robots will find and punish you for. Stuff like “earn 6-figures”, “doubled her income”, “reached her income goal” are all income claims and will get your case study smited.
- Don’t use the word “you” plus something negative. For example, “are you tired of struggling to get clients?” Facebook wants people to feel good.
- Add a disclaimer on all case studies.
- Facebook compliance is as much as an art as it is a science. You can follow the guidelines but there’s really no way to know for sure if something will be approved or not until you send it in.