Facebook wants your babies

It’s the largest social network in the world but if Facebook wants to go to (or even invent) the next level of social media marketing then it needs to get babies on board.


The thought occurred to me following the birth of my first nephew and how with smart phones we can have photos up on Facebook in seconds. But when it comes to new born, hours old babies the thought of them being splashed across the internet before they’ve opened their eyes leaves a sour taste in my mouth.
I understand the benefit of being able to share photos through social media but do it in tight knit (Google) ‘circles’ of family and close friends rather than that bloke you speak to at the bus stop.


THE 'BABY PROFILE'
The extreme of this is the ‘Baby Profile’ where new or sometimes even expectant parents setup Facebook profiles for their baby. They are then updated with pictures (including scans) that the baby has no say over, status updates about what they’re probably not thinking and friend requests to people they’ve not even met.


BORN IDENTITY
By the time they are old enough to logon themselves their online identity will have been moulded for them, quite literally in their parents’ image; and this is where the marketing comes in....

Facebook targets ads based on our behaviour, things we ‘like’ and what our friends ‘like’, which takes time and interaction/engagement from the profiles owner. The more we use Facebook the more targeted the advertising can become and the better the ROI is for advertisers.

"The better the ROI the more popular Facebook becomes as an advertising platform."

But what if your profile had been made for you when you were born and as you’ve grown and developed so has your profile and the adverts served to it. This would provide advertisers a whole new dimension of targeting. Not only could they target your current likes but also tap in to nostalgic purchases by targeting items from your childhood, which your parents ‘liked’ for you.


E dot G dot - BRAND LOYALTY
The possibilities are endless; take brand loyalty for instance...
When you were 3 your parents fed you Rice Krispies, they were your favourite and consequently they ‘Like’ Rice Krispies on Facebook. Now in your twenties you are served the same advert as a result of how you responded to it in the past. Seeing the advert you remember making Rice Krispies cakes as a child and that nostalgia drives you to buy some again and rekindle your loyalty to the brand. To take it a step further you may introduce this to your own children and so create even more brand advocates?