Last year, Facebook introduced customer feedback surveys with the purpose of cracking down on e-commerce companies that misrepresented their shipping times. The surveys ask customers if they bought a product from a business after viewing one of their Facebook ads, and if so, how satisfied they were the purchase.
But within the past several months, Facebook has started showing more of these surveys to users in their News Feeds, and has started to crack down more on businesses who are routinely being ranked by users as not being honest about their shipping times.
When Facebook first announced the surveys last June, it said that users could give feedback by visiting their Ads Activity tab. But, shortly after rolling out the feature, Facebook started inserting these surveys into users’ News Feeds, increasing the likelihood that they would answer them.
A Facebook spokesperson confirmed in an email that it has started to show more of these surveys in News Feed in recent months, but did not give any more specifics. Two advertisers that Modern Retail spoke with said that they had first saw customer feedback surveys appear in their personal News Feeds in January and June respectively. Other Facebook users have reported seeing it for the first time in their News Feed within the past few days or weeks.
These types of surveys are becoming more important as Facebook looks to generate more shopping activity on its platform. Particularly as Facebook prepares to scale checkout on Instagram, its e-commerce ambitions could be hampered if customers are skeptical of purchasing a product directly on Facebook or Instagram, because of a bad experience they previously had when buying something after seeing a Facebook ad.