Big Changes To Facebook Advertising And What To Expect

By Cara Friedman

Over the past few days, Facebook has been introducing a number of changes that will affect Facebook ads. These changes affect everything from copy to placement to location. Some changes are rumored and some have already begun to roll out. Listen up marketers because we'll need to adjust our ads to fit in with the new requirements!

 

90 character ads. Formerly 135 characters, Facebook ads will be cut down to 90 characters by the end of the month. This is great for Facebook since now they will be able to fit in more ads. This is challenging for marketers since now we will have to fit our copy into an even smaller space! Well Facebook, we are up for the challenge!

 

Featured Stories. First we had sponsored stories, and now we have featured stories. Facebook is beginning to roll out advertisements into your news feed. If you like a page on Facebook, you may see their ads pop up in your general news feed. The ad will be marked as "featured." Having ads in the news feed will likely increase engagement. You may see you reach and your "people talking about this" number rise.

 

Mobile Ads. Once an ad-free zone, Facebook will now be implementing advertisements on the mobile app. Because of the small screen, it would be hard to feature ads off to the side so we will likely see mobile ads as "featured stories." Mobile ads are rumored to launch as early as March.

 

Gestures. With the integration of so many apps (Spotify, Pinterest, Washington Post Reader, etc.), users can listen, pin, read, and more. All these gestures post right to your ticker and the potential for sponsored stories are endless. A band can have a sponsored story that says "listen" to this, and a publisher can encourage user to "read" a particular story. The possibilities are endless.

 

Limiting the ad copy to 90 characters may affect your Facebook ad strategy. To get more text in, you may want to choose a featured story instead. Overall, these changes will have a great effect on your marketing strategy so keep your eyes open for these features to roll out!

 

Are you looking forward to these Facebook ad changes? Share your thoughts in the comments!