Facebook have made some pretty key changes to the platform lately, with their new Reactions buttons, Canvas and updated video offerings. Here’s a quick rundown of all the changes to get you familiar with how best to utilise the platform.
Facebook have recently released Canvas for mobile, which allows advertisers to tell their story quickly and in a more engaging way. Canvas integrates still images, links, auto-play videos, carousels and call-to-action buttons, therefore creating a fully immersive experience.
A common setback for brand success with Facebook Ads comes down to their website, which is often slow to load and not optimised for mobile, therefore users are likely to exit the site and disregard the ad all together. With Canvas ads, users stay on the one platform and are in turn likely to watch it for the whole duration. According to Facebook, Canvas ads load as much as 10 times faster than the standard mobile web, and with 47% of the value in video ads delivered in the first three seconds it is essential to capture the audience’s attention and keep it.
Of course, it does bring up speculations around keeping people on Facebook, rather than visiting your site. However if people are watching a compelling video, they are more likely to engage and have have a good experience with your brand and in turn result in conversions.
Some pretty big brands have already jumped at the chance to experiment with Canvas, and so far so good. Check out Gatorade’s use of Canvas below:
It’s no dislike button, but Facebook have recently released Reactions, which allows users to express how they feel about a post, rather than just the previous ‘like’ button.How does the new reactions options impact marketers? Firstly it will generate more engagement on posts, as people have more options to express themselves.
In terms of reporting at this stage reactions are all considered positive engagement, despite the fact a post or ad gets a mix of reactions. You can however keep track of these on a post-by-post basis to better understand how people are responding to your content on Facebook.
Facebook resources for non-profits:
Many non-profits use Facebook to raise awareness about their initiatives. This is great for those organisations that work with very little budget, as it is a cost effective way for them to gain reach. Facebook have recently launched a new website which is specifically for non-profits and provides information on how to strengthen their Facebook presence, reach their goals and use the tools available.
Numerous brands create video content, without considering how it is actually consumed. Many people are watching these on the train home from work, sneakily at their desk or at a ridiculous hour of the night. According to Facebook, 80% of people reported that they have a negative reaction to the video if it auto-plays with the sound on, which is no surprise when you think of where they are viewing these.
How then, without sound do you fully express your brands message? Well, Facebook found that captioned video ads get 12% more play time, therefore they have furthered their video offering by providing an automated captions option.
This new tool will generate captions for video ads and deliver them to the advertiser within the ad creation tool to review. From there, advertisers can edit the auto-generated captions and save them to their video ads.