An up-to-date look at what's new on Facebook

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.