Facebook to Update Mobile News Feed Ad Format

Just like social media features are always evolving, so are social media ad features. A change is coming to Facebook’s mobile News Feed ads that will affect how you reach target audiences on the platform. Here’s a breakdown of what will be different and how to navigate the changes to support your social strategy.

The changes

On Aug. 19, Facebook will adjust the way mobile News Feed ads look by condensing different features of the ad, specifically the image and text. 

Only the first 3 lines of copy will be visible

Don’t worry, you can still have longer captions. However, Facebook will only show your audience the first three lines unless they click “See More,” so make those first lines of copy strong. 

The image and video aspect ratio is shrinking to a maximum of 4:5

This restriction applies to images without links and videos. And though 4:5 may seem small, that’s the current max aspect ratio for vertical photos on the Instagram platform too. The updated format is expected to look like this:

Image from  Facebook Business

How this affects your strategy

Although less space to get your message out there may seem like an obstacle, Facebook made this adjustment to help make messages more consistent since this layout is similar to the one on the company’s other platform, Instagram.

Facebook expects the new format to "drive increased ad effectiveness and make it easier to use the same assets on Facebook News Feed and Instagram feed."

Here are a couple ways you can easily adjust what you’re doing so your ads still shine when this change rolls out.

  • Keep the new aspect ratio in mind when creating and editing your assets. Team up with a creative team that specializes in social media photography to ensure your images are optimized for the platform.

  • Let your copy shine. While images catch people’s attention, copy will ultimately get them to convert. The key here is to edit, edit, edit. Write your initial message then ask yourself how you can say the same thing in fewer words. Then repeat. Now’s also your chance to test your copy. Do some A/B testing through Ads Manager and see what performs best with your target audience.

This shift in design makes the integration of ads and community content more seamless. Use this space to continue to build relationships with your audience. Need help? Get in touch with us to find out more about ways we can help execute your paid social media strategy.

Story By: Kate Mazza