What Meta Changes Mean For YOUR Paid Ads in 2025

In this episode, we dive into the latest announcement from Mark Zuckerberg around the future changes with the Meta platform. From spam moderation and its effects on ad payouts to the shifting dynamics of platform policies, we explore how marketers are navigating these challenges. We discuss how strict content rules impact industries like aesthetics and how platforms like TikTok are becoming havens for unrestricted creativity. Plus, tips on adapting your marketing strategy to thrive in this evolving digital landscape. We also talk about scrubs, cottage cheese flatbreads and some ads we liked this week.

Prefer to watch? You can find the video version of this episode here on YouTube:
https://youtu.be/Cx5MqsHN_nM

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Transcript

0:00

So today Nick, we're going to be discussing the Zuck this little thing yesterday how that's going to affect payouts. Spam moderation is extremely strict. You've got a guttering company. Oh we've been that because it's gone and we need to got that account banned trying to fight it. People have moved to TikTok for those reasons. I can get the message across. They want to get, not put it in a framework. The matter of giving you, which doesn't really align with what your brand or your messaging is. It's happened two weeks before Trump comes into power. That has got Trump written all over that from very perspective. It's a home run. We just want the world to just write bad stuff. I and that's the best one he found today. My face lit up. Welcome to the fight, Marshal. Everybody. Welcome back. James. We have a special guest. He's back. It's not a name. I used to be like. Nick's here. And you used to be Nick with every time. No, no, no, he's not he's not been out for weeks. No. So busy. How's the clinic? Busy? Well, there's a lot of people needing a doctor. Good, good, good. I'm glad. Yeah, well, I. I upped our budget over Christmas and had 60 new business calls last Monday, Thursday and Friday. Well done. That's really good. I'm all this week got to get through the grit, the crap. But some good ones are now up late. So we'll do house Christmas New Year. All right. Yeah, I just got bit drunk on a few occasions. Yeah. No kids to worry about anymore. No, no, no, none of this. No, but I keep sober. Yeah. Drunk, love. Yeah. Well, anyway, I've got you a Christmas present. Have you? As a home on, I didn't want you to pay today. If I'm being really honest, I didn't think you'd come, but it might. It might? No, but I thought because you're doing your LinkedIn live today. Oh, yeah. No, that's messed up. Me coming in on Wednesdays now. I did say that. Yeah, and I was planning on leaving straight afterwards. Then my diary gets booked. That's fine, but I wasn't, I wasn't I, I thought you'd flake off today, so I didn't bring it for that reason. No, no, which is good. But I'm annoyed because I know what it is. No, no. Absolutely not. That would be something. Oh, it's comical to do with the make it up. Yeah. That's it. No it's not. No. But it's brilliant. So I just, I, I had a call yesterday with a guy who. So who sells scrubs as a surgeon? Scrubs and music to my ears, I my face lit up as I had to do a little with due diligence to do due diligence for the call. He turned up Hardy, and I was. I should have. I've just been looking at a website. I could do the bit we all get. I wouldn't, why are you dressed as a doctor? So that's clinic. You went. Love it. Broke the ice. He's going to start hopefully in February. Just got to get a few docs in order, but he was loving it and he could make some money. Like, it was a great website. But you don't have pixel on it. Like all these the basics all these basics were done. So like you've got legs here. Like you could. He's got you know he's got. So he's got this new texture. I've not worn scrubs yet so but he said what happens is you spend a whole day in this just, you know, esthetics ladies and all that sort of stuff. Get some comes with the right there, just the materials. So. So we've got this new material and stuff that's really stretchy, really like wearing pajamas all day. So I said, okay, well we need to lead with those problems and I think you can do right. You can put them in touch with Birmingham Private Clinic. Yeah, yeah. So, Yes. Good good, good. So today, Nick, we're going to be discussing the, Yeah. His little thing yesterday. Yeah. You've just we've just watched this little thing we've had on the I'd heard on the radio because X are already X have already done what he's. Yeah, yeah. So I want to look so when I watched it yesterday I, I had a little bit of a fist pump from a very put perspective, because if they're going to stop reviewing as much content, more stuff's going to get through the fruit. Fruit, which is a blessing in disguise. They need a moderator and they need an assistant. And weirdly, we have that site which is really cool. Now that's exciting from a group of sites and what I'm doing. I, I'm intrigued to what you think after watching it, then how that's going to affect paid ads because we've all I say we you've had issues in the past where, for example, if you remember the guttering company, their ads got removed for weeks. Wasn't it because they thought it was a, a gun or something? Because I was getting insight from listen to that. How do you think that's going to impact your. Your what? The clinic. Yeah. Well, to give our audience a little bit of context on it is there are five things that he's going to focus on. But if we talk about this, one is the fact that that moderation is extremely strict. It's done by a computer. They have a whole list of categories and subcategories and subsub categories of what you can and can't do. And we. All right. So from an advertising point of view, we all know that if you're going to get a naked girl and you're going to stick around and go, hey, by a launderette, she's taking her clothes off, it's going to get banned, right? Like there's there's logical stuff and then there's stuff like you just then as an example, you've got a guttering company and one of the corner gutters is a black piece of guttering, which if you, had really bad eyesight and looked at you could go, it kind of makes out a gun. I mean, it's ridiculous, isn't it? So the due diligence then done by the by the system is going, oh, we've done that because it's gone and we need to got that account banned trying to fight it. Why don't you have a look at what the company does? Why don't you have a look at the URL where it's going? It's obviously not a gun company. So those sort of things will be great. And one of the areas that we've in the agency that we wanted to go after. Shout out to Birmingham, Birmingham private clinic you just mentioned. We wanted to go out of that esthetics. Well didn't we, because it's we it's great, great leads for that. And they had to stop advertising and look at other areas because you can't show before and after. So you can't show a picture of a woman with a bent nose. And she had it straightened more. Because you are the policy falls under which might still be in place, the fact that you can't guarantee. Yeah. So it's like it's like, hey, if you if you buy my course, you'll be a millionaire in two years time. No one can guarantee you that you might. Only if you're really good, if you work 16 hours a day and you do more, you might get that. But they'll lead with a catfish, won't they? A catfish hook, which is like, is it? No, it's not that. Catfish isn't the right word, is it? That is, is it a yes or no? I'm thinking so most of the policies on top of that you've got alcohol because we can't advertise alcohol. And so why gambling an alcoholic. You have to have a license for it. So I think it's really good though from a from a basic ad point of view, we are walking on eggshells even from not on ads, even from some of the reviews we're trying to get on. Rupert as an example. Well, I can't log in, so you can't log in. I was doing the same yesterday and I had to go on a call with them. And then it said, you've tried too many times. I was like, now has an effect on things. Then I tried to log in, which, you know, you shouldn't because this is what this thing, but a colleague's Facebook account. And then it said, obviously it's picked up a my IP address, sent the code to her. She knows what's going on, but because her mobile isn't sitting on the same IP address, it says we need to do background checks. Now. So it's so secure, which we want. Yeah, right. We want it to be stupid secure. But unfortunately, because the company is so big and the policies are so strict and the computer is doing over the top job, normal things of just trying to place not about guttering or having someone on screen saying, hey, let's talk about your financials because you're 45 years old and you've got no savings. This is what you should do. No, it's going to be balanced. We can't talk about that sort of stuff is utterly ridiculous, really, isn't it? And we've seen TikTok allow all that to happen, and people have moved to TikTok for those reasons. Esthetics companies go to TikTok because they can actually I can actually do their ads properly. Well, I can get the message across they want to get not, you know, put it in a framework. The matter of I've given you, which doesn't really align with what your brand or your messaging is. Yeah. You know, so many brands out there that are literally just daring to that two meters policies against what they want to do and against what actually their prospects or their audience want to say. You've got to do it. Otherwise they will just wait. You won't be allowed to to advertise. So the interesting thing that he was saying there is obviously we're moving with the times. In a way, would you say that the way Facebook and these other platforms have been going up until his speech yesterday was quite woke? Yeah. Now it's going on. Woke is what do you do? You see what I mean? Because. Because beforehand. So I can't say this can't show no needle here. Can't do that. What if this what if someone gets upset about that? Whereas, you know, I must have gone. You know what? He's kind of like anti woke Disney. Yeah I don't I if you don't like it like like people say if you don't like my content then don't follow me. Like it's quite simple. You don't have to put all my, my, my opinion has always been of the opinion that these algorithms are very clever. Tick tock. Especially like I'm, you know, like we've mentioned about the Carnival diet, I've had so many recipes about certain things to make on the Carnival diet. And I sat down with Gordon earlier, which is actually made a flatbread, a cottage cheese flatbread. You did? Yeah, I did, I was on the Carnival Diet. It's flatbread now it's cottage cheese. And I said, oh, okay, so you all make the flatbread. I thought you meant it's flatbread with cottage cheese. No no no no. Was it any good. Is it right. You should have just gone. I just had steak I would have no I wouldn't. Yeah, but the problem is neck is it's too expensive. That's the thing. So this is the issue with the carnival diet is the fact that ideally a carnival done properly. Yeah. It's just should be grass fed. You've got a cow in your living room. You chop up a bit. Me? Yeah, a bit. So I'm not going to Aldi and buying the lowest cut quality, quality meat. You can get skirts very cheap though. Skirt, skirt very cheap. So I've been nailing those. Anyway, we dug grass. But I went and cooked one of those recipes from just watching the amazing. Isn't it incredible? Yeah, and you've caught me off guard. Nick nicked me. Go. Are you at all. Yeah, yeah. So, yeah. You're very good. Yeah, yeah, yeah. Perfect. And I've actually gone on. Made something based on the island. We go in often. You'll enjoy this. Yeah, it's worth it. Yeah. These are unintelligent systems. No they're not. So, so I sort of agree with what he's doing here. My only caveat is, and, you know, you're pretty there now, you had more with young Angus, which is what content, though, shouldn't be served to kids, is being served. I mean, that's my only reservation. Like, I don't know if you've seen on channel four or BBC, Emma Willis and Matt Wallace, you know, they laughed off. They did a a program about taking photos of kids for three weeks. I've heard about this and not seen it. Yeah it's horrendous. Like what what what the the content. The kids are saying. Yeah. Yeah that these are so. Yeah they're, they're feeding them you know, that's that put in front of them. You know, a lot of well, the end of the day, if you're going to have a pool, if you're going to have a but it's not just no, no, it's not just pornography. This is like, suicide or stuff. It's horrendous. You know, I mean, it's it's not good. So we're not saying that because we're not interested in those topics, but a kid is saying it because the algorithms picked up that they are interested in that. Oh, no, it's not. They're interested. It's just been it's been serve them for some reason. But they did some, you know, again, if you watched program, they bought some phones, burner phones of no. And they weren't actually being served content. They, they even put another 13. They've been served. Oh wow. Okay. So it's not good. Now obviously that's TikTok. That's not meta. But again you know we know what goes on across all social platforms. So I saw a guy what he's saying there's a lot of stuff that is censored especially when you look at about, you know, government politics. And we all know what goes on there. There also there's also an element of this, you know, it's happened two weeks before Trump comes into power. Oh. So it's like, let's play his game for the next four years. Dang on that has got Trump written all over that. Yeah, yeah. Because look what China have got with with TikTok. If TikTok, I actually own my China. You know, these Korean isn't the guy you know. Don't you remember the video from last year? You know, when he goes into Congress? It's just the most embarrassing thing, though, is no to just, I love computers, work, you know, like, kicked up. What it is is embarrassing, isn't it? I don't know if the old vision. Mark Zuckerberg explaining social media and the like, so, but but what do you mean? You just follow your friends and businesses and they post and you say it. Like, well, all those people ought to be fed. That's not strictly true, because people say organically, and I should do besides. Sorry. Yeah. So, like, we just discuss them and actually, but no, I think from a paid out perspective, having some of the nonsense that goes on stops is going to help. No. Yeah. No end as well. Okay. So key takeaways are starting in the US. Of course we are ending our third party fact checking program and moving to a community notes model. Secondly, we will allow more speech by lifting restrictions on some topics that are part of mainstream disclosure and focusing on and, focusing our enforcement on illegal and higher severity violations. So when you look at that one in particular, hopefully the, you know, some of the nonsense that went on with things like framed earlier that that is going to be pushed more towards pornography and suicide or illegal stuff. So that makes total sense. And then thirdly, we will take more personalized I, I sorry, we will take a more personalized approach to political content so that people who want to see more of it in their feeds can interesting to see how they do that maybe will be something in your settings, which is, you know, do you want to say, you know, political engagement if you can find them? So on the settings settings, I mean, some people will have the button and some absolutely. How do I find settings in I got confused the other day. So when I was on my, you know, account that you guys have for me, which I only use can pop one group running group just by cheat races off people and they don't want to do it. I couldn't find the settings on their camera. Was that I tried to do something I couldn't find. I could not find it for toffee. Yeah. It's fine. I'm just full of not finding anything. So the guy I was on yesterday with on the call with, can you send over a screenshot? I said, I want where you said and it says please use the that these methods, we're trying to get codes so that, you know, authentication codes so we can give them for testing on request. And it happens on one person's account, but we need it on ours. And the page is just blank says choose one of the methods below which would say code nothing below. Oh, could you take a screenshot take screenshots and over okay, this person he's back. Yeah. Oh he's gone. He's gone. Gone. Because he's basically gone now. And that's what we were working with for him. So I it's actually scary to think that both businesses rely on that platform. It's really scary. It really scares the shit out of me that it is all reliant on meta. It'll be fine. Well, from a very perspective. So from paid ads, I think it's there's some some there's some positives I think positive actually. Yeah. No I do I think you know obviously it always roll out the US first and then it will obviously come across the pond. But yeah. No I think that's fine. That's positive from very perspective. It's a fucking home run. Yeah. When I read this I was like because people write you roll a bunch of D you can and it will be allowed. It'll be absolutely out. Now I'm interested to see and I wasn't I've not read the, the article itself. I'm interested I'm assuming things like racism will still be stopped because, you know that has such again, regardless of free speech. You. Yeah. You can't call the people those those names. So I'm interested to see how they deal with, the human race. And we'll just continue. In terms of finance, it's open season, isn't it? Based on that free speech taken out the racism. Yeah. Yeah. Obviously things I, you know, pornography will not actually get picked up I'm guessing. But if you're over 18 it's still an opinion isn't it. Yeah. That's the thing. What it says like what is it literally like lifting restrictions on topics that are part of mainstream discourse is like a very like vague. I think they don't want to make it too specific because they don't want to cash themselves out. But that's where I said it's. He didn't get ChatGPT to write that speech today. No, that was that was rewritten and rewritten by about 15 lawyers all sitting around the table analyzing every single word that can be brought back for racism. Be in the white in terms of, oh, I get it. But then it's like, where does what's racism? And then what's like, I can tell you what racism is like. Oh yeah. And I'm sure if Jason was here, he could give us some examples as well. I mean, maybe we'll get like more bad friend clips from that. I'll send you a great one today. The gray area was about me being interviewed by, by that other comedian, that redneck comedian. 700 no. But yeah, from a group perspective, home run. Yeah. Isn't it? Oh, absolutely. Absolutely. Just keep it all coming. Well, we just want the world to just write bad stuff. Well, they already are. They can't stop. Yeah, this is the thing. Like he says, how can it get worse? Why is that? The dress? As a doctor, this is so prevalent out of, so much of that. Yeah, but the thing is, this what I mean about the woke? We're trying to protect the woke people, and that's what society is doing. I can't say this. Can't do that, can't do this. That's kind of going against it. X was like, so this I'm out. We're going to do what? He couldn't have done that if Trump wasn't in power. No no no way. Absolute no chance. So hopefully the world will go back to normal again. And people stop doing stupid things and just grow a backbone, deal with society. What things won't get thrown away as long as it's not racist, as long as it's not racist. Yeah. And as long as they've got Rupert to monitor those hours. Because that's the most important thing. Yeah, yeah. So as long as that happens and we can then do before analysis on our settings, we've got a sector we can go for. That's one. Yeah. We yeah I'm interested I'm intrigued okay. That's good. Well boxing I've got so much because I haven't been here for a while, so I was probably keep playing. I'm gonna have to go through my. I'm gonna have to just bring myself speed. With what? Okay. Oh, I've got it here. Right. So I hope I'm really hoping. Yeah. I'm seeing this. Can I guess I'm going to guess we have just a feeling. No, I'm going to guess. You have. Okay. Well, so this one's. This one's a bit silly, which I just. So this is a marketing one for a company, but I just love the idea. This this this wouldn't get through with matter I ever. And then the one after this, I've just got to figure out the company it's called. But I thought it was brilliant. Okay, so sorry. Yeah. Play it. Michael. Introducing nap time, the latest, most effective tool for child tantrum prevention. It's simple. Just does a rag with our patented Sleepytime formula, place it over your child's cradle, press and hold gently for 8 to 12 seconds. And presto, no more tantrum. But thanks to naptime, our little Samantha here hasn't made a noise in weeks. Hahahahahahahaha I keep her in a shoe box. Call now and we'll send you your very own 24. So, light is very good, very good night. I think that's the best one you found today. That's very good. I'm going to have a legitimate one in a second. No, no. That's fine. That's what that's that's brilliant. The next word. Yeah, yeah. What's so for next week? I do I did discuss it slightly on the last podcast. Did I maybe did, Ryan as organic TikTok channel. Is absolutely on. Okay. So I'm on it now. I don't, I don't know, I got seven engage and I just got them on holidays. It's so, so good. There's one more. There's, I've been for it. Like throwing a suitcase into the sea. That's where I'm at. That was the wrong account. I. Yeah, they they really take the Mickey out. Nick, I absolutely love it. If you go up like, it's kind of like, every time they get a complaint, they make a video about it. It is, absolute gold. Go up. Ryanair 2024 wrapped up. I swear this is a carousel here. You got, we separated 2.8 million couples. Would you pay eight, 6.8 million if you wore jeans on planes? Psychopaths. Yeah. Is 408,000 passengers took their shoes off onboard. That's enough cheese to make 75,000 cheese. Board. You got to 89 million time. See the toilet? An annoyed 79 million people. Yeah. That's good. It's brilliant. I absolutely love it. So, yes, that's my. That's mine for this week. Mine's a quick look. Come on, wake up. Before we saw, I saw on TV. Shout out TV. I got go TV upstairs. We have a TV. I just don't really watch it. But I got TV. I said you got TV shows. Apple. Apple. Watch out and see the Apple watch it. You know, most people quit their New Year's resolutions by the second Friday in January. It's called Quitters Day. Look it up. But what if we didn't quit right after starting for because it's raining or something? What if we had some extra motivation? This year? What if a little bit of help on our wrists goal achieved, could help us quit quitting? Yeah, it's not that I didn't have the corny American voice over on the UK when it was literally just the music and the notifications and stuff, but those are, you know, lots of people taking it running. They put it on TV in January. It's interesting that there's actually a Christmas Day. I was much earlier. Now I made it to the first halfway between the. For what? Not having a drink. Oh, okay. Well, she actually drunk on the first. Oh, no, I didn't drink in the first. Yeah. To get over the hangover on the 31st. The dog to three beers and the garden, in bed by eight, ready for Thursday night. So we were on it. Yeah. Well, welcome back, Nick. Yeah, yeah, we've missed you. I'm way. Yeah, yeah. The audience have probably missed me for your comments. Are you still doing your podcasts? Yeah. I'm actually I'm lying. I know, because I, I listened to one yesterday what I was going to not do another one for the next one up. Yeah. I listened to your one hour. What, what I was running how to build or not 22. I thought you must enjoyed that one. It was a tough laugh. I could imagine it was. Yeah, I was running last night. Listen to it. Got Jesus. Yeah. Oh, the guy and Jesus doing it. I was like, oh, God, I've only just started the ad part time, and I want to go and get a cup of tea and have some lunch. They were, but a bit of made me giggle the most is, Oh no, that'll be the podcast on that. Haha. I think is what you do in these videos, especially for the the new school is that every single one leads to a. Oh yeah, let me interrupt me on that. Thank you. Have for 610 so far of my the one I went up this morning. Okay. So you what's your New Year's resolution when it comes to the outstanding and not so about it. Well, let's, let's, let's, can I get you sure there's podcasts every week. Yeah. That's going to be your biggest one every week. But at the same time, I'm going to do a video into the video, into the school every week as well. So but going forward, it will be better because as more people come on to it, you know who is back to work. Speaking so on this week about taking on one of the accounts actually because I need Google ads as well on more on accounts. Yeah, it's quite cool. My time it starts freeing up. So it's going through that whole thing of not being in the doctor on every single call, every cell, every this is it. There's a lot like this week is it was a bit ridiculous this week. Every single day is just like that. You know how it was before. It's just a blue calendar. It's a bit like that. So that's only got that's only got an amount of time before you can't do any more, any working day. So it needs to and then it will free up more time for the other stuff. Right. I think you should really try to do one podcast a day a week. Sorry. It in. It was interesting actually, as I was looking at the stats for December and it's mainly like December here and it's like no one's listening to a podcast. Everyone's out. But you went back all the way back to October. There's like thousands, some of the thousands in a week. No, no, no, I think you've got a, you know, like, yeah, I know I want to keep you on that. I'd want, I want to like look at some strategies to keep on getting that bigger and bigger and bigger. I was looking at Buzzsprout today and you can only put it in certain categories. And you can't use keywords like where do you want to where you want it to be found. So I think it's actually I think at some point we've, we've blocked it that podcast thus far, which a great job. I try and get out there just once a week if I can. But you know, it does fall into two weeks. But the optimization of actually getting it further into perfect consistency helps. Finding a podcast expert like I'm a Facebook expert. You can go great, a great position. Let's do this to get us any further. And then six months later we can go, wow, go. That's like completely changed the game. That's what we need to. And, it's fine. Yeah, but you don't need a lot. Like, we were discussing the heartbeat thing in Coventry, you know? Yeah. You come to our shows about it? Yeah, totally. But, yeah, I think, you know, I think the consistency will definitely help. Yeah. Because won't say if they know every week on a Wednesday, every day. Is that your post? And what about Facebook ads in the in the ads manager. Again I think they'll make a massive difference because you get hundreds, thousands of views. So we'll get those. But then we need I'm going to be changing the advert for the school, you know, things like this. So it's just there's going to be a few changes on it. But I'm going to speak to Tyler and see if there's something he can about any ideas or on I see what you can do because, you know, because he's he's gone to another level. He's in his stuff. Like he's like on his doing is sitting is like, judging on winning podcasts. Yeah. He's doing really well. Yeah. It's really good, lad. Yeah. Very nice. I'm gonna reach out to him, actually. Nice. So it can be big. Yeah. James be bigger. Yeah. Since December is 21, 21, clients on the at clinic. Martin. Donuts on Patreon? No. There's a few more. The pilots. The pipeline's got about ten, and they're looking like they're going to. They should do something. So tonight, aiming for 150 by the end of this 2025. Wow, wow. It's really good. But I mean, obviously there need to be a team, a small team to do that. I just want matter to allow me to do what reforms it's exactly. But sadly just know it's just frustrating, isn't it? Yeah. First off I last week was a bit of a kidney job, but we persistent. We keep going but we have to do it anyway. I'm going to go I'm. And thank you all for listening and we'll see you we'll see you next week. Yeah. Take care. Bye, guys. Bye bye. Bye. Thank you for joining us on today's podcast. Remember, not every form of marketing is right for every business.