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Facebook News Feed Ads Are Changing

author image Written by: Jérôme Léon           Categories - In The News, SEO Tips>Ad Management, Social Media

Facebook to Update Its Ad Format

Significant changes are currently happening at Facebook. The latest? Big updates to their ad front. If you’re using Facebook for advertising, then you need to be aware of this update. Starting August 19, Facebook is rolling out changes to their ad layouts, taking them from a 2:3 aspect ratio to 4:5. This change will shrink the amount of text and image size. Text will drop from 7 lines to only 3 with a “See More” prompt to expand text beyond that. This news was firstly disclosed by Susan Wenograd, VP of Marketing Strategy at Aimclear, and was later confirmed by digital marketer David Herrmann.

comparison of Facebook feed ads new ration
Source: Facebook
These moves come into play as Facebook increases its ad pricing while more advertisers join the platform. Due to the fact that Facebook owes much of its success to the growth of its small business accounts, marketers can expect that these changes will drive advertisers to make more engaging Facebook ads. Director of creative strategy at marketing agency Midnight Oil, Jack Appleby, is eager to see how Facebook advertisers handle the “significantly” shorter copy length. “The standard pithy one-liner plus feature-approach plus won’t comfortably fit in three lines. Social copywriters will have to make a prioritization choice. I bet brands will double-down on feature marketing, while bigger brands will stick with feel-good copy down the lifestyle line,” Appleby said. Others like digital marketing manager at Ko Marketing, Andrea Cruz, say it will be interesting to evaluate if one paragraph, bullet points, or one sentence performs best in the Facebook News Feed.

What Does This Mean for Marketers?

With these changes, videos will also need to be optimized for the new size, otherwise they will be automatically masked when the changes take effect. “Less text, so it’s skimmable. Imagery that gets to the focal point quicker. These two things force marketers to synthesize their message into something instantly understandable. It makes sense given the insane amount of content we are now seeing on a day-to-day basis.” Wenograd trusts that if an advertiser is going to interrupt a user’s primary reason for being on a platform, the message needs to be focused, concise and adaptable. She also stated that Facebook’s announcement comes at a time when brands are currently lamenting their declining direct-ROI from the platform. If you’re looking to maximize your Facebook ads, you’ll need to make those three lines super catchy, while also keeping the image height change in mind in your formatting to ensure optimal presentation.

Jérôme Léon

Massive Global Facebook Outage Affected Over 3.5 Billion People

10/05/2021

Yesterday was a pretty eventful day for influencers, social media managers, and casual social media users (or uneventful, depending on how you look at it). Yes, we’re talking about themassive global Facebook outage that saw Facebook-owned apps like Instagram, Messenger, and WhatsApp go down for over six hours.

For those living under a rock, the outage began around 11:40 AM eastern time on  October 4 and lasted until around 6:30 PM, affecting over 3.5 billion users worldwide.

It’s been reported that the outage caused significant damage to the social media giant, resulting in shares plummeting and costing founder Mark Zuckerberg an estimated $6 billion.

Besides platforms shutting down for several hours, some eagle-eyed observers also noticed that during the outage, the Facebook domain went up for sale. Considering the fact that Facebook and all its other platforms are now functioning as normal, it’s safe to say nobody was able to purchase the domain out from under them. However, it’d be pretty interesting to see how that situation would have played out.

So, what exactly caused such an unprecedented event? Facebook confirmed it was “configuration changes on the backbone routers that co-ordinate network traffic between our data centres caused issues that interrupted this communication” and had a “cascading effect… bringing our services to a halt.”

Facebook added that it is still trying to determine what exactly happened so it can “make our infrastructure more resilient,” but that there was “no evidence that user data was compromised.”

Once all platforms came back online yesterday evening, Mark Zuckerberg also issued an apology on his public Facebook page, posting:

“Sorry for the disruption today — I know how much you rely on our services to stay connected with the people you care about.”

Many have theorized that the outage was caused by something much bigger than just a glitch, and is related to former Facebook employee Frances Haugen’s upcoming testimony on Capitol Hill. Haugen is expected to testify today about allegations that the company “chooses profits over safety’

The Ripple Effect

Besides social media users being unable to post about their day-to-day lives or latest anti-vax theories, the outage had a massive effect on billions of people and businesses around the world.

Here’s one example: For over six hours, Twitter experienced a massive boost in popularity as Instagram and Facebook users flooded the platform in order to communicate with one another and find out more information about the outage. In fact, traffic was so unusually high that Twitter experienced its own small outage.

It’s also important to note that for some, this outage was merely an inconvenience that meant a day off from social media, but for small businesses and marketing professionals who rely on Facebook and Instagram to communicate with customers and market themselves, this outage was pretty devastating. Fortunately the outage was resolved in less than a day, and no significant damage was caused (with the exception of Facebook’s monetary loss and damaged reputation).

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Facebook shares report with content view insights

08/23/2021

Many marketers and businesses use Facebook to connect with potential customers, and that shouldn’t come as a surprise. After all, the platform has roughly 2.89 billion active users per month.

Those who use Facebook for the purposes mentioned above may be curious to know what the site’s users actually see – and now, there’s a report that offers that information.

Last week, Facebook published the ‘Widely Viewed Content Report’ as part of its Transparency Centre blog. The report offers insights to help readers understand what kind of content is more likely to appear in a user’s Facebook newsfeed.

“Transparency is an important part of everything we do at Facebook,” the company said in the report’s overview. “In this first quarterly report, our goal is to provide clarity around what people see in their Facebook News Feed, the different content types that appear in their Feed and the most-viewed domains, links, Pages and posts on the platform during the quarter.”

Specifically, the report includes views of public content in the U.S. between April 1, 2021 and June 30, 2021. It does not look at what users do outside of their newsfeed – say, on Facebook Marketplace or other areas.

Notable Findings

The report defines a ‘view’ as any instance where content appears on a user’s newsfeed – the user does not have to interact with the content in any way for a view to be counted.

The report shares that posts with no links are far more likely to be viewed than those with links. Specifically, 87.1% of posts viewed have no link.

One section in the report shows the top twenty web domains that are viewed on newsfeeds. Youtube ranked the highest, with Amazon, Unicef, GoFundMe, and Twitter following.

The report also includes lists of the most viewed web links, Facebook pages, and Facebook posts. Notably, almost all of the ten most viewed posts were posts that challenged readers to respond (i.e. “What is something you will never eat, no matter how hungry you get?”) The only exception is the sixth most viewed post: U.S. President Joe Biden’s post that reads, “100 days in—and America is getting back on track.”

Facebook plans to share similar reports in the future, with a possibility of this being a quarterly offering.

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