Facebook News Feed Ads shrink from seven to three lines on mobile formats today. Other News Feed ad format and Business Manager changes are happening, too.
Early reports of the changes listed today as the mobile ad format time of reckoning, but a Facebook Business post about the subject simply said “August.” At the bottom of this piece, I've added a few suggestions for market ers taking on the challenge of even shorter mobile copy.
The July 30 post from Facebook Business said the company is simplifying feed formats:
In August, we’ll be updating Page posts and ads on mobile to match the look and feel of the new Facebook design that was introduced earlier this year. This update will include:
• Shortening visible primary text from seven to three lines, after which people will be prompted to click to view additional text
• Reducing the maximum media height for photos and videos from a 2:3 to 4:5 aspect ratio
As for Business Manager, the post about it says during “next few months,” Facebook will be doing the following:
- Shortcut Tool: In the design improvements, Facebook is adding a shortcut tool “that delivers suggestions based on past activity and an ads creation tool which takes you directly into Ads Manager to build ads.”
- Business Asset Groups: They're "a new way to group your Facebook Page, ad accounts, pixel, and other assets so that you can better manage employee access to them and assign permissions to multiple assets at once.
- Partnership Onboarding: And to improve the experience of onboarding new partners in Business Manager, we launched a new tool that will make it easier to view all partners, onboard new partners and grant access to assets. We’re also introducing an improved section for partnerships that shows all associated partners along with all shared assets in one convenient location.
Mobile Copy Tips
Social mobile ads have two challenges: They're short, and they're in the context of social settings, where readers don't tend to enjoy being forced to do anything.
So in addition to the obvious tip of being relevant, based on reader interests and actions, the next question is about whether to include the call to action. The answer is yes, but not in a way that feels forced.
As The Daily Egg puts it, forced-action CTAs are misplaced in digital copy. They're too forceful. Instead, provide immediate value to the reader, make clear what they'll get if they click through, then make it clear what you're asking them to do. While that sounds like a lot to do in three lines, it's possible; especially because The Daily Egg says that in digital copy, action words like "Click" and "Continue" work fine, because readers already know CTAs will take them to landing pages.
As we wrote, mobile landing pages need to be aimed at the right audience at the right time, need to provide fluid and trustworthy experiences, need to lock in the conversions or retarget abandoned pages, and ask for customer reviews or shares.
What do you think, marketers? What are you planning to change, if the FTC breaks up Facebook?
Please respond in the comments section below.
Related story: Facebook News Feed Ads to Change on Aug. 19: Here’s How