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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.	
  	
  
	
  

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Cake & Socialyse February 2016 Facebook Updates

  • 1. 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.  
  • 2. 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.    
  • 3. 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.