Facebook changes the format report for publications and advertisements in its mobile news feed. As of August 19, the publications and ads in the mobile news feed will be displayed in 4: 5 format, which means that they will be shorter than the original format 2: 3.
For advertisers, this means the ads will show fewer lines of text and the maximum height of the photos or videos in the ad will be reduced to accommodate the new design: "The highest aspect ratio supported for unrelated images and for videos is now vertical (4: 5). Media larger than 4: 5 will be hidden in Facebook's news feed. "
Why we should care
According to Facebook, the new layout of the ad allows only three lines of text, after which users will see a prompt to display more text. This is a change in the display of seven lines of text before the "More" prompt. Ad copy will have to be narrower than ever before to get your messages across – or make users click "See more".
Videos will also need to be optimized for the new size, or they will automatically be "masked" when the changes come into effect next month.
Susan Wenograd, Vice President of Marketing Strategy at Aimclear, was the first to note the upcoming changes on Twitter, adding that while Facebook is contributing to management efforts by creating a more consistent mobile experience, this initiative highlights the broader needs of social media marketing: it must be less
text, so it's skimmable, images that reach the focal point more quickly.These two elements force marketers to synthesize their message into immediately understandable content Said Wenograd, "This seems logical given the insane amount of content we see day-to-day."
[1 9459004] Wenograd believes that if an advertiser has to interrupt the main reason a user is on a platform, the message must be targeted, concise and adaptable. She also highlighted the opportune moment for Facebook's announcement, at a time when brands are currently lamenting the decline in their direct ROI from the platform.
"The dwindling creative real estate accentuates the need for marketers to reflect long game terms on their brand image. They have less space to try to sell, so they need shorter and more frequent messages to reduce noise, "Wenograd said.
Amy Gesenhues is an editor-in-chief of Third Door Media, which covers the latest news and updates from Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO and Sales and Marketing Management Magazine. Read more articles from Amy.