Facebook releases new ‘Collection’ shopping ad format
Facebook has unveiled Collection, a new shopping ad format to bring “off-Facebook experiences inside the social network”, Marketing Land reported last week.
The new mobile-only ad format, which will appear directly in a user’s news feed, uses images from an uploaded inventory list to display four catalogue-style product photos. These are displayed under one large “hero photo or video”, as per the below example:
Image source: Marketing Land
As Marketing Land explains in their article, videos can be either vertical or horizontal, though it should have a 16:9 aspect ratio. Facebook also recommends brands to avoid using a vertical video. However, if you choose to use a larger image as the feature, this should be horizontal at a 1:9:1 aspect ratio.
Like regular Facebook ads, this image should contain no more than 20% text.
When it comes to the four featured products, brands have the option to choose which ones are shown from their uploaded inventory, or merely leave this up to Facebook to decide. If they choose the latter, they will be determined by which products are either the most popular or the products Facebook feels users are most likely to buy.
According to Facebook’s director of product marketing, Maz Sharafi, “Collection is, at its core, a new ad experience that we’ve built specifically for news feed, to drive product discovery and sales through an engaging format in a fast-loading shopping experience.”
Rather than immediately directing you away from Facebook, clicking on one of the new Collection ads will take you to a catalogue that contains up to 50 products. Again, this will be based on the products users are most likely to buy, and this list will load automatically due to it being hosted within Facebook.
When you click on an item within the catalogue, however, you will be directed to the advertiser’s site or mobile app where you will be able to make a purchase.
For more information on Facebook Collection ads, check out the original article from Marketing Land.
The TJM take: Facebook turn out new products quickly. There are some clear parallels to be found between the new Facebook Collection ads and Google’s Shopping Ads which have proven to be very successful in B2C.
With this comes the same advantage; more relevant clicks/better qualified leads. This is because users are more likely to click to actually make a purchase.
We can’t wait to start testing this new shopping ad format in more detail!
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