The Facebook News Feed is a double-edged sword. It provides users a constant stream of engaging content, but marketers looking to advertise on the platform need to find ways to break through the noise.
Last month, Facebook released some updates to its Slideshow ads tool, which helps marketers quickly stitch existing photos together into an advertising video. Launched in October 2015, Slideshow ads previously did not support sound. With the new update, you can add music, but you are limited to Facebook’s library. Other new highlights include text, templates, and colors to provide a richer viewing experience.
The new features give event makers another weapon to stand out in the News Feed and get the word out.
In a company post, Facebook explained how Stance, a sock company, effectively used Slideshow ads to increase brand engagement. In just six weeks, their slideshow campaign achieved:
- 2.4X lift in click-through rate
- 48% lower cost per action
- 1.4X lift in return on ad spend
If you’d like to give Slideshow ads a try, here’s a quick guide to help get you started:
1. Create a Facebook Event
It’s important to post your event to Facebook, especially if you don’t have an event website because it’s an easy way to get details, info, and messaging onto the platform. Plus, you can reference the event in ad campaigns and posts. Users can “like”, say they’re interested, and share the event with their friends.
2. Create a New Ad Campaign and Ad Set
To create an ad campaign in Facebook's ad creation tool, go to www.facebook.com/ads/create or click Create Ad in the top right of Ads Manager. The ad creation process includes:
Creating your campaign - Choose from a variety of objectives like “Promote your Page” or “Raise attendance at your event”
Creating your ad sets - Define your target audience, budget, and schedule.
3. Create Your Slideshow
After your campaign and ad sets are defined, you can jump into the actual ad creative.
Click on Create Slideshow and choose 3–7 images to add to your ad. You can upload your images or use free stock images provided by Facebook.
Text and Audio
You may choose to use a free audio track to play during the slideshow, and if you want to add text, there are options for selecting the font, color, background, and position.
You can set the length of your ad up to 35 seconds.
Choose which image you want users to see when the video isn’t playing.
Call to Action
Enter text that highlights your event and select the call to action button you want to use.
4. Other Recommendations
For best results, Facebook recommends the following:
- Use high-quality images and avoid grainy images
- Use images that are all the same dimensions, ideally 1280 x 720 pixels, or an image ratio of 16:9 or 4:3. If you use pictures of different sizes, your slideshow will be cropped to be square.
- For video uploads, choose .MOV or .MP4 file types.
Facebook makes the process very easy, so you can get your slideshow up and running in just a few minutes. If you’d like some additional help, SpinGo specializes in marketing events and can help you set up and manage your Facebook campaigns. For a free consultation on your event, click here.
Jeff Lew, Creative Director, SpinGo
Jeff got his start telling brand stories as a copywriter for DDB Chicago, where he produced creative work for Wrigley, Altoids, McDonald’s, and Reebok. He joined SpinGo to help Event Makers tell their event stories and connect with audiences in meaningful ways.