cake & socialyse february 2016 facebook updates
TRANSCRIPT
What’s Happening on Facebook… Updated Features for Video Ads What It Is Nielson research shows that the first three seconds of a video ad delivers 47% of the ad’s value (ad value is determined by ad recall), while up to 74% of the value is delivered in the first ten seconds. Because of this, Facebook has introduced new video features that reflect the need to communicate brand messaging faster and beEer in order to retain users’ aEenFon. 1) Automated Cap5oning Tool
Allows adverFsers to add capFons to video ads much easier and automaFcally by generaFng capFons and delivering them within the ad creaFon tool.
2) Addi5onal Repor5ng + Buying Op5ons (also available for Instagram)
Creates a fuller picture of video ad performance to adverFsers and publishers, furthering analyzaFon and strategy. The updated metrics and buying opFons are: • 100% In-‐View buying opFon • Minutes Views • 10-‐Second ReporFng • Unique Viewers (as a top-‐level metric) • Sound On & Sound Off Views • Average CompleFon (%)
The addiFonal metrics are available to all adverFsers now, while the automated capFon tool will roll out globally for US English capFons in the coming weeks.
Brand Applica:on As the value of mobile and video adverFsing grows, it’s fundamental for brands to test and adjust their creaFve consideraFons to compliment the mobile feed. These updated features give adverFsers the insight needed to build beEer and move effecFve videos. Tips For Building Mobile-‐Feed Friendly Video 1) Establish a Connec5on Quickly
Consider video thumbnails that will intrigue your audience. Always include brand colors and capFvaFng themes and images that connect your video to your brand.
2) Design for Sound-‐Off Because the majority of mobile video ads are viewed without sound, rely on visual communicaFon by including capFons, logos and product images that can be easily idenFfied and associated with your brand.
Instant Ar5cles What It Is Instant ArFcles are a way for publishers to create fast, interacFve arFcles on Facebook. Rather than posFng links that drive to publisher’s websites, Instant ArFcles allows content to be hosted directly on Facebook, significantly speeding up load Fmes for mobile users. Slow load Fme has been an issue that has been impacFng publishers and users alike. This feature was launched less than a year ago and was iniFally opened only to a handful of publishers like the New York Times, NaFonal Geographic, and Buzzfeed. Now, Facebook is opening it up to publishers of all sizes – including freelancers. Aside from the improved user experience, publishers will benefit from the economics of Instant ArFcles. Ads that are sold through the publisher against an arFcle allow the publisher to keep 100% of the revenue earned, while if Facebook sells the ad, the publisher keeps 70%. Some publishers have been resistant to share all of their content on Facebook, as they don’t want to become vulnerable to the many changes that Facebook is constantly making to their newsfeed and how it can potenFally impact the way users view their content further down the line. By opening Instant ArFcles up to all Publishers, users will be spending more Fme on the pla`orm and in return, adverFsers will want to spend more money on the site. Instant ArFcles will be made available to all publishers starFng April 12th. While the feature will not directly impact brands, this is a big update for publishers and users engaging with their content.
Facebook Reac5ons What It Is Facebook has officially launched ReacFons, designed as an extension of the Like buEon, allowing users to express their response to a post more descripFvely. The globally launched reacFons include Love, Wow, Haha, Sad, and Angry. To add a ReacFon, users must mouse over (on desktop) or hold down the Like buEon (on mobile) to view and then select a ReacFon.
Brand Applica:on For brands, this means addiFonal insight into the senFment of specific messages as well as brands as a whole. ReacFons will soon be available as a reporFng metric, enabling brands and adverFsers to beEer understand how people are responding to their content.
While we don’t expect ReacFons to impact strategic recommendaFons, it’s an interesFng addiFonal insight into how specific audience segments react to various pieces of content. ReacFons will be available on both organic and paid content.