Facebook Is Changing It’s Ads Format In New Update
Facebook is no stranger to updates. Every year, we see countless new additions to our news feeds and while not every Facebook product is successful, there are a number that are still live today. From changes in the algorithm to features that enrich our scrolling experience, Facebook has certainly shown no sign of slowing down. With over 2.41billion monthly active users currently, up from 2.38 just in Q1 of this year, it’s clear that this social media giant is a force to be reckoned with.
Their most recent user-focused update comes in the form of a format change. We’ve spoken to our social media experts, and here’s what they know.
What Does This Update Mean?
Any brand utilising Facebook for advertising or who is, or plans on posting images in the near future, needs to be aware of this update. Announced on their business blog, Facebook stated that they would be altering the standard aspect ratios of images on the Mobile News Feed. This change has come about in order to help integrate posts of this kind into the new design Facebook released earlier on this year.
There will be two main changes taking place – the first to the aspect ratio, and the second to the amount of text that will be displayed before coming under a ‘see more’ division.
Previously, the aspect ratios have been 2:3, offering a longer image size similar to that of a post to Stories. The change to a 4:5 aspect ratio, however, will shorten images considerably, making them easier and more streamlined to scroll through when on mobile. Facebook has clarified that any content above this ratio will be masked in the mobile news feed but may still be fully visible on desktop. However, given that there are over 1.74 billion monthly mobile users, businesses will benefit from adhering to new mobile guidelines first.
In addition to the changes to image ratio, Facebook will also be showing few lines of primary text. Previously, advertisers and businesses alike have been able to showcase up to 7 lines of text, but this will be dramatically reduced to just three lines, with any further content falling under a ‘see more’ partition. This has reportedly been introduced to help improve consistency on mobile and Facebook have even claimed that this will help increase the effectiveness of ads.
Both of these changes will be implemented on the 19th August, and so businesses don’t have long to adapt their marketing strategies accordingly.
What Should Marketers And Businesses Do?
If your brand is already utilising social media, these changes require a bit of adaptation in order to make the most of the updates but in general, could work out in your brand’s favour.
- Old Ad Sets Should Be Redone
If you have ad sets already running, now is the time to start changing them up. Don’t leave it until the last minute – rework your images and resize them to the new ratio, then consider updating them or running a new ad set completely. If you are running a boosted post, or your campaign has the objective to boost any of the following, you cannot update the images:
- Page Likes
- Event Responses
- Offer Claims
It’s also important to remember that any likes, comments or other reactions and engagement on your post will reset once you make the image change, so you will lose the previous statistics. For this reason, you may want to pause or stop the existing ad, and create a new one.
- There’s ‘Less’ To Produce
Facebook has gradually been integrating it’s services more and more closely, seeing the likes of Instagram and WhatsApp become standard parts of the Facebook experience. This latest update has been another show of this, with the new ad image sizes offering more streamlined integration between both Facebook, and Instagram feeds. Brands can craft on ad set or image to cater to both social media platforms – In other words, there is less text and fewer images to create and optimise, helping you reduce the time and resources spent on producing an ad set.
- Consumers Prefer Shorter Text Snippets
Less text, however, also means that brands need to streamline their advertisements and be more on-point with the content they produce. With 72% of consumers preferring video, or any kind of visual content, over text-based information, these shorter text snippets will encourage marketers to put more of the vital details into the image or video itself. This can actually help improve retention, with users retaining 65% of information given to them when paired with, or on an image, for far longer than standard text or audible explanations.
Facebook regularly updates it’s platform and this year, it’s set to see some incredible additions that could change how we use the social media’s services. Whether your business already has a strong presence on Facebook, or you’re looking to improve your online reach with a new account, you can get in touch with our social media experts for more information and support, today.