Some advertisers are seeing a new option to combine likes and reactions for similar ads. Do you have it?
Let’s take a closer look at where this is and how it might work…
Social Information
Within your Advertising Settings, you may see a new section for Social Information.
It reads:
Control how Meta shows social information, such as likes, follows and other engagement, on your ads.
If you have it, click it.
There it explains:
We will combine the like and reactions across multiple ads if the text and images in those ads are the same or similar.
By default, the box is checked to “allow Meta to combine likes and reactions for similar ads.” When checked, it will apply account-wide.
How Does it Work?
This sounds like a helpful enhancement. Social proof is powerful, but it can be watered down across multiple variations. This setting will consolidate those actions when the text and images are the same or similar.
But the details are unclear, which is nothing new. Some questions I have:
- Does this apply to placement variations or only separate ads?
- How similar do the images need to be?
- Different aspect ratios?
- Background colors?
- How similar does text need to be to qualify?
- Do both text and creative need to be similar or just one or the other?
This could be great, but it would be nice to see where this is applied. Do you have this setting?
