With the summer over, Facebook is preparing marketers for the holiday season ahead, with some new “creative enhancements” to help them showcase their products over the next few months.
Whether you can feel the change of the seasons or not, the holiday season is on its way. Thanksgiving, Black Friday, and Christmas; all within a space of a three-month period. It’s a time of the year when people write their shopping lists, and when business should be working on the last details of their holiday strategies.
As such, Facebook is offering a range of new ways to help marketers visually merchandise their products by making them more visually appealing. These come as three new “creative enhancements” that will help products shine.
Overlays To Enhance Product Ads
Facebook launched overlays for dynamic ads last year, allowing advertisers to add prices and discount tags on their creative, in their dynamic product ads. Now, Facebook is expanding these overlays so that advertisers can build their own customisable creative overlay templates. So, if an advertiser wants to create their own Black Friday campaign with their product catalog, they can just create their own overlay for the campaign.
Holiday Templates As Part Of The Video Creation Kit
Facebook recently launched its video creation kit that allows advertisers to create mobile-first video ads easily and without the need to invest in expensive hardware, software, or professionals. Soon, it will be adding a range of new holiday-specific templates and stickers to the kit, to help them showcase products with visuals that are more specific to the holidays at hand.
More Engaging And Relevant Ads
Collection ads were launched last year to help advertisers pair products from their catalogs with their ads, and to inspire action in mobile shoppers. Two new updates announced this week “make collection ads more immersive and personalised.”
1. Advertisers will soon be able to send shoppers to their instant storefront template (aka the “sell product template” in Canvas), directly from the collection ad format. There “they will have the option to automatically organise products from their catalog into more personalised groupings like ‘Suggested for You’ and ‘Most Viewed’ to boost engagement and conversions.”
Facebook says that advertisers who tried the new instant storefront template have seen conversion rate increases as high as 9%.
2. Advertisers who use the instant storefront template will now be able to add a video that will be automatically generated and personalised with products from their product catalog. Thus, they won’t need to upload their own videos into a collection.
The video creation process becomes significantly easier for advertisers and helps audiences see ads that are the most relevant to them.