Facebook And Instagram Now Support Longer Reach and Frequency Campaigns

Chris CrumAdvertising

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Facebook announced that marketers can now book reach and frequency campaigns up to 90 days in length on both Facebook and Instagram. The feature allows marketers to run de-duped campaigns over a longer period of time.

The feature comes as the result of feedback, so this was presumably a popular request.

Facebook says on its Marketing Partners website (h/t: AdWeek), "When running longer campaign lengths, we suggest that you also utilize the frequency cap interval feature. Currently, if you do not break up your longer (90-day) campaigns into frequency capped intervals then there will likely be very low delivery on some days (we will look to improve our pacing with this in the future)."

"Instead, you should break up the campaign into the interval that you think is right for you," the company adds. "Many advertisers use an interval of 1-2 weeks. Once you know the interval that is right for you, campaigns up to 90 days in length allow you to set-up 1 campaign which will last for the entire quarter."

Facebook is urging marketing partners to update their interfaces to support the new campaign length and advertisers looking to book longer campaigns.

The feature doesn't come with any API changes.

Image via Facebook

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.