For the past few months, Meta has been rolling out the
option of a Link History archive for both Android and iOS, in select regions. The
option is meant to help users easily find links that they have interacted with
in the Facebook app.
Meta’s ad-free versions of Facebook and Instagram are now available to users in the EU users aged above 18 years. Meta has begun sending prompts on Facebook and Instagram to encourage users to sign up to the paid subscriptions.
The offerings have been developed in compliance with the latest EU ad policies, which Meta explains in the message within the prompts, and they are priced around $20 for a month. It costs €9.99 a month when a user makes a purchase on the web and €12.99 a month when they purchase through Google’s or Apple’s app stores.
Meta is bringing new features and tools for creators related
to insights into content performance, enhancing reach, and getting incentives.
One of these is a Reels feature called the A/B testing, which is created to help creators experiment with and decide approaches that suit their content the best. Through this option, creators can test four different versions of their Reels videos, with alternative captions and/or thumbnail images. The A/B system will measure the performance of each version by introducing it to a subset of the creator’s initial audience. Finally, the version that receives the most engagement after 30 minutes will be recommended to the creator as the best approach.
The A/B testing can not only provide creators with specific insights
into their Reels performance, but also help them obtain an overall understanding
about which content creation dynamics are not as helpful and which work more effectively.
Next, there is a new a method of creating Reels, by enabling creators to use their existing video clips as the sources. Creators can trim and edit their existing Reels clips into the Reels format from a new option of ‘your content.’
Meta has announced that it is going to start offering new
subscriptions on Facebook and Instagram in November, which will allow users to
opt out of all ads on these platforms. Users who wish to continue accessing the
free versions of Instagram and Facebook will continue to see ads relevant to
them.
These subscriptions, or paid versions of the services, according
to Meta, have been developed in accordance with “evolving European regulations”
that demand social media platforms to provide a data tracking opt-out for their
users. Therefore, Meta’s offerings will only be available to users in the
EU, EEA and Switzerland.
The information of users who subscribe to the offering will not be used for ads, as opting out of ads means automatically avoiding related data tracking as well.
To create a customized experience for people on Facebook, Meta
had been testing a new ‘multi profile’ option for more than a year. The company received
positive feedback in return from people who expressed that having a clearer
organization of friends, groups, and interests helped them engage with their
audiences in improved ways.
The multi profiles option is now officially available to all
Facebook users. The option will allow them to create multiple personal profiles
on Facebook and use each of them for exploring different types of interests or sharing
different content with relevant audiences. As a result, each profile will also
have a different feed in alignment with a user’s activity.
Meta is reportedly considering offering paid subscriptions
to Facebook and Instagram users in the EU, enabling them to avoid ads and
personal data usage.
According to New York Times, what has led Meta to this decision seems to be the evolving EU policies that demand restriction of collection of user data for ad targeting. Subscribers of Facebook and Instsgram would therefore, not see ads in the apps, hence allowing Meta to dodge the EU privacy regulations in a way.
As Reels continue to increasingly grow across Meta’s platforms,
the company is expanding ad options within the short form videos. First launched
last year, Meta’s ad options for Reels are now available to more creators and
brands. Additionally, new ad formats have been added to Reels as well.
The more people watch and engage with Reels, the more opportunity it offers advertisers to drive their promotions. Advertisers can now promote apps via Reels, apply free music to single image ads, and use Inventory Filters to manage ad placement.
To enable direct interactions between brands and customers,
Meta is expanding its Lead Ads product as well as updating it with new
features like conditional questions and Instant Forms overlaid on web. The company
is also testing a new ad format ‘Promotional Ads,’ designed to facilitate people
in discovering, managing, and applying digital promotions to their purchases.
Promotional ads will help people find brand deals, since customers
tend to actively seek offers before buying from their favourite brands.
The process of applying promotions, according to Meta, seems
to be simple. When you see an ad with a special promotion on Facebook, for
instance, you will be able to claim the offer by clicking on the ad, which will
have the discount automatically applied to your purchase. Moreover, if you
leave your purchase incomplete, you will receive a notification to remind you to
complete it before the deal expires.
Meta’s monetization offering for Reels creators is being
updated to pay creators based on how well their content does across the platform, in
place of ad earnings. In addition to that, the program is being expanded to
more users.
Changes to the Ads on Facebook Reels program will have
creators put more emphasis on creating engaging content while Meta will take care
of the ad experience for advertisers and audiences.
Performance of Reels will initially depend on the number of plays, according to Meta. Gradually, the platform may also add more payout options within the offering.
Meta has introduced new feedback options for Facebook Reels
displayed in users’ feed, that allow them to control what they want to see more
or less of in their feed.
At the top of the three dots menu on a Reels clip, you will
now see “show more” and “show less” options. Additionally, these options will
also appear at the bottom of the screen as a prompt.
Marketplace has been one of Meta’s most useful eCommerce
incorporations, providing a space for customers to discover and connect with
reliable local sellers to purchase from. The platform has been recently updated
with a new feature that allows sellers to record and upload videos in their
listings.
Up until now, sellers were only able to add photos to their product listings. Explaining how videos can help enhance a business’ presence on Marketplace, Meta says that videos “can give you 360-degree views of an item, greater proof that the item a seller has listed is what they say it is, and that they actually have the item on hand making the buying process smoother and safer.”
Meta is adding new ad options in Reels, so advertisers can
maximize their ad campaigns through short-form videos. These include Click-to-Messenger
Ads and the ability to turn organic image and video posts into ads in Ads
Manager on Facebook Reels, as well as the expansion of support for the Ads on
Facebook Reels post engagement objective.
The Click-to-Messenger Ads tool is created to help
businesses drive contact from people on Facebook via DMs. In a recent survey,
Meta noted that about 50% of Reels viewers have made DM contact with a brand
after seeing its short-form video content.
A prominent button that says “Send Message” prompts users to
contact a business via DM directly from the ad. These Click to Messenger ads, according
to Meta, are mostly shown to users that are “most likely to initiate a
conversation with a business on WhatsApp, Messenger or Instagram.”
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