All posts by Jamie Wong

Top Facebook Updates | Quarter 3 of 2018 [Part 2]

Facebook’s vice president of European, Middle Eastern and African operations once predicted that the platform will be 100% video in less than 5 years. And while video marketing is no new name within the industry, the strategy of video marketing is rapidly changing. And this is one boat you wouldn’t want to miss.

True to form, we bring you 2 new additions (regarding video marketing) from Facebook in continuation from our previous list of notable Facebook Updates.

Video Marketing

Facebook Stories Ads

Did you know that over 300 million people use Facebook Stories and Messenger Stories on a daily? And according to an Ipsos survey, 62% of people have reported being more interested in a product after seeing it in a story. Additionally, 34% of those surveyed said they actually went to the physical store to for the item.

Factoring in this statistics and the exceptional reception Instagram Stories ads received, Facebook has now launched Facebook Stories ads to help advertisers increase their reach to audiences through an immersive experience. 

Facebook Stories ads possess the full targeting and tracking capabilities as per the standard ad campaigns. Facebook Stories ads also support every objective available on Instagram Stories ads and is an additional placement to News Feed or Instagram Stories ad campaigns.

  • Reach
  • Brand Awareness
  • Video Views
  • App Install
  • Conversion
  • Traffic
  • Lead Generation

facebook-stories-ads-placement

Credit: buffer

BENEFITS

Unlike other immersive experiences, Facebook Stories ads very much like Stories itself allows businesses to showcase a more candid, personalised take on the brand. This works best for promoting your company’s culture or giving snippets / bite-size updates on a certain event or even promotion. And with the decreasing attention-span of our general population, Stories has proven to be very effective in countering this change.

As we all know, it’s increasingly difficult to appear organically in the News Feeds, and advertisers feeling the constraints have moved on to look for easier ways to reach their audience. With the popularity of Stories, brands are now looking at Facebook Stories ads as the next best option to keep them in front of their competition. And while Facebook still prioritises the ads with the similar algorithm, Stories ads still presents you with a less formal way to reach out to your followers, to show a different side of the brand / your company (as opposed to the conventional ads). And best of all, you’ll have fun with it! 

 

In-Stream Reserve and ThruPlay

September 2018, in conjunction with the Advertising Week in New York, Facebook announced the launch of two new ways to purchase and deliver video ad campaigns on the platform — In-Stream Reserve and ThruPlay. 

In-Stream Reserve allows advertisers to reach an audience from the category of the most engaging and of highest quality publishers/creators. It was reported that more than 70% of In-Stream ads are watched to completion. And via In-Stream Reserve Categories, advertisers are able to choose content packages like fashion/beauty, sports, entertainment and etc, which are to be purchased in the same way as In-Stream Reserve. These ads are delivered as mid-roll within the News Feed Videos.

To accommodate and leverage on the many different ways audiences view videos,  ThruPlay narrows down the cost to completed video views, letting advertisers pay only when ads are watched to completion, or for at least 15 seconds. Additionally, ThruPlay has been made effective for all video ad placements on in-stream, stories, and feed, and even on Instagram. It is available under Ads Manager for auction, reach, and frequency buying, and will be rolled out to all advertisers worldwide.

These features are the result of Facebook recognising the rise in the effectiveness of in-stream ads, hence they’re offering better control over ad placements and even how advertisers pay for their space.

 

BENEFITS

Having In-Stream Reserve is a huge addition to advertisers. It helps bridge a gap as it impacts campaigns aimed at younger, harder-to-reach demographics and light TV viewers. In addition to that, while it may not sound like a positive word, In-Stream ads are disruptive, and it shakes users out of their typical online viewing experience. And with the short customer attention-span these day (skimming through content in a near zombie-like state), In-Stream helps steal the focus for a quick few seconds. Hence, even if they didn’t watch the ad to the end, you know you’ve woken them.

Because of its nature, ThruPlay helps advertisers reach viewers who watch the entire ad. Which in turn helps them to understand their ideal audience or the audience group that are interested and would engage with their brand. ThruPlay is also cost effective when it comes to ad buying as businesses only pay for when their ads are being watched.

And that about sums up the key changes that advertisers on Facebook should note in Q3 of 2018. If you’ve found this article useful and would like to know more, do drop us a note/comment and we’ll be in touch! 

 

 

 

 

Top Facebook Updates | Quarter 3 of 2018 [Part 1]

It goes without saying that businesses in today’s world require an online presence.  And while many startups and smaller brands may hold off on investing in building a website, they do however rely on Facebook to provide their business with the much needed digital presence.

Seeing that Facebook still ranks as the world’s largest and most popular social platform, it’s a no-brainer that advertisers and businesses would flock to the platform to promote and reach potential customers.

Top Social Media PlatformsCredit: statista

As Facebook ads algorithm is ever-changing and evolving, it’s important for advertisers to keep tabs on the changes to minimise unnecessary wastage of budget and time. Hence, we bring you some of the latest and most notable updates of Facebook ads as below.

 

The ‘New’ Canvas Ads

For those who have not already heard, Facebook Canvas Ads has a new name — Instant Experiences. However, it’s not just the name that is new, the immersive mobile shopping Ads also boast a few new features with its rebranding.>

So what exactly is Instant Experience? According to Facebook, it’s a full-screen, post-click experience which allows brands to bring their products and services to life on mobile, across both Facebook and Instagram.

As opposed to its predecessor, Instant Experience:

  • Has specific ready-made templates for ease of Ad creation
    • Instant Storefront
    • Instant Form
    • Instant Customer Acquisition
    • Instant Storytelling
    • Instant Lookbook
  • Is optimal for mobile viewing
  • Loads 15 times faster than the standard mobile web pages
  • Is able to provide measurable data and insights of your ad performance

BENEFITS

How can Instant Experience help your business you ask? Many people might not be aware of this, but Instant Experience actually allows businesses to tell their story without the confines and restriction of the typical News Feeds ads. Meaning to say through Instant Experience, you’ll be able to provide your viewers with a holistic understanding of your brand/products without them ever leaving the platform.

While Instant Experience may be a powerful avenue to get your message out there, many young brands do struggle with the approach and with ad creation. However, the ready-made templates now eliminate that issue and make creating Instant Experiences all that simpler.

 

Facebook Watch is now Global

It seems like Facebook is all about videos this year! On August 29, 2018 Facebook newsroom announced that Facebook Watch is now available worldwide, allowing people from every corner of the world to discover and explore great videos and have interactions about them. With this move, Facebook has basically taken its video platform to the next level; becoming YouTube’s direct competitor and with it, more social media marketing benefits. 

To further establish its presence in video content, Facebook has released 3 key features to all advertisers:

  • Video Creation Kit: A tool that’s being built into Ads Manager and Page Publishing Tools that translates text and still images to video format.
  • Video cropping: It enables you to get the right aspect ratio within the ad creation process.
  • Simple video creation tools: It allows advertisers to create ads directly from their business Page specifically for mobile.

The simple video creation tool is meant to create an easy yet effective way to churn out attractive video ads that look great on mobile without too much hassle or having to pay for external programs.

BENEFITS

There are a few ways Facebook Watch is beneficial to businesses. Firstly, the launch of Watch itself has opened up many new opportunities for creators and businesses to further utilise the site. With the option of video marketing, brands are now able to be further engaged with their audience on Facebook. Before the days of Watch, brands were all previously limited to YouTube, Watch now presents an alternative platform for marketing videos and with the option to advertise through them no less.

Additionally, the new video editing features help businesses of all kinds to easily create video assets to maximise the performance of Facebook ads. This reduces the trouble and hassle of businesses to acquire additional manpower or resources to just put up simple video ad.

If you found this article useful and would like to hear more Facebook updates, do follow us on BFM 89.9 (The Business Station). Updates in this blog can also be heard on the below BFM episode.

And that’s for the first half of the top Facebook Updates in Quarter 3 of this year. Stay tuned for more!