The TL;DR July 2, 2018
This week we’re discussing Facebook’s new ad transparency tools, a new “snooze” option, and how to create effective vertical videos.
Facebook Launches Ad Transparency Tools
A while back Facebook announced that they would allow users to see what ads pages are running. This tool has finally launched. You can read the full article here.
- The tool was launched as a way to provide more transparency to ads on Facebook.
- The goal is to increase accountability for advertisers and to prevent abuse on the platform.
- It will also provide clarity to political ads, as users will now be able to see who paid for it and understand any bias the article might have.
- The tool has two parts:
- Active Ads: You will able to see all ads any Page is running on Facebook, Instagram, Messenger, and Facebook’s partner network. You can filter ad listings by region and report questionable ads directly.
- Page Information: This allows users to view any recent name changes, the date the Page was created and more information that has yet to be announced. This section will be able to be viewed on Pages that don’t advertise as well.
The new tool provides much deeper insight for marketers – allowing them to see exactly what ads their competitors are running.
Facebook Adds “Snooze” Option for Certain Keywords
To combat spoilers, Facebook has created a new tool that lets users “snooze” certain keywords for a period of time. Read the full article here.
- The option will allow users to mute certain words from both News Feed and groups.
- It mutes the term for 30 days by default.
- Unlike the options to snooze pages or people without unfollowing, this tool is specifically aimed at preventing users from seeing spoiler for movies, television shows, or events.
- You can only mute words for 30 days at a time – so users need to be sure to remember to reinstate it when it expires if they’d like to avoid the word for longer.
- Facebook is considering adding longer-term blocking in the future, and this tool could be used to prevent bullying and abuse.
The option has not been fully rolled out to all users but will be soon.
8 Tips for Producing Amazing Vertical Video Content
With the launch of IGTV and the success of Instagram stories, vertical content is more important than ever. Here are 8 tips to help you create better content. You can read the full article here.
- Create a fast-paced environment: Thanks to Snapchat and Vine, users are used to vertical videos being short. They’ve also been trained to tap past anything they don’t find interesting. Make sure your vertical videos are fast-paced and made for people on-the-go. This isn’t the place for 20-minute tutorials.
- The first three seconds matter: If you don’t grab a viewer’s attention within that time frame, they’re going to swipe over to something else. Make sure users know what they’ll be seeing from the get-go – and keep it interesting.
- Consider animated graphics, cut scenes, and mixing elements: IGTV is meant to be premium, so consider refining and editing your videos before sharing. You can do this with Final Cut Pro, Adobe Premier, or even apps like Perfect Video.
- Access: Give people access to something they otherwise wouldn’t get. Think celebrities and influencers on-the-go or behind-the-scenes content of something they care about being made.
- Authenticity: Users are used to having celebrities and influencers talk to directly to them in a vertical format. Talk directly with your audience, not at.
- Produce for the platform: Don’t just repackage horizontal content or a vertical audience. Vertical is shot directly and typically horizontally videos don’t work when resized for vertical. People know when a vertical video is just a horizontal video that has been cropped.
- Mobile (and vertical video) is still dominated by influencers and celebrities: Celebrities and influencers still hold most of the power on vertical platforms. Consider working with them instead of trying to compete.
- Use data to improve: No matter what kind of content you’re putting out, you need to make sure you’re tracking your performance. Find out what’s working and what isn’t and make changes according to those learnings.