Facebook’s been busy with a bunch of updates recently and some are really quite significant. The biggest from an advertiser perspective is the launch of Lead Ads but the one that will get the most media coverage is the so-called Dislike or “Emotion” buttons. Local business verification is also an important one for many brands. We’ve selected some of the most important and given you a brief overview and links for further information:
- Facebook Lead Ads
- Facebook Reactions: the “Dislike” button
- Instagram ads
- Local business verification: it’s finally here
- 100% in-view impressions: sounds boring but possibly of huge use to some advertisers
- Looping videos instead of static profile pics
Here’s a quick roundup with links to articles that explain the topic in more dept
1. Facebook Lead Ads
Lead Ads are like any other ads except that when you hit the call-to-action button you stay on Facebook with a Facebook form collecting the customer data. This is particularly useful on mobile as it reduces the load time an external page is likely to suffer and enables Facebook to auto-fill many of the fields on the form. Early results are positive with beta testers reporting far lower CPA costs. Mark Zuckerberg created quite a change recently announcing an apparent “Dislike” button that wasn’t really a dislike button at all but would enable people express something other than “Like”. Users will now have a a set of emojis to choose from.
2. Instagram ads
Lots of opportunities now for advertisers on Instagram. There’s no new platform to learn as you create the ads via Facebook’s Ads Manager or Power Editor. And it’s a fantastic way of finally getting your url to surface on the platform somewhere other than your About text.
3. Local business verification
It’s long been a frustration of brands that are very active on Facebook that they’ve been unable to access the coveted verification tick (the Business one will be grey – see the Jasper’s Market screen grab below) to differentiate from the blue Profile one). Celebrities and public figures have had it for a long time, but brands have had to sit on the sidelines, often amidst fake profiles passing off as themselves with no way to prove legitimacy of which Page is the official one.
4. 100% in-view impressions
Another new ad unit gives advertisers the option to purchase ad impressions where the entire ad—from top to bottom—has passed through a person’s screen in News Feed. This new buying option will be available for every type of ad delivered in News Feed, including text, photo, link and video ads.
5. Videos instead of photos in Facebook profiles
This is quite a fun new feature for profiles. You will be able to upload a short looping video clip instead of a photo as your Facebook profile. No word yet on when this might be rolled out to brands.