Facebook expands mobile Sponsored Stories to include recent post and call to action

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By Brittany Darwell Comment

Facebook is testing a new “Page Like” Sponsored Story in the mobile News Feed that is more than three times larger than the previous version of the ad.

These units now include a page’s recent post and a clear call to action to Like the page directly from the feed. Previously, mobile “Page Like” stories required users to visit the page before seeing any content or being able to Like the brand. The larger size and prominent call to action could make these ads more effective. However, since the mobile unit includes the advertiser’s logo rather than a friend’s picture, users might be more likely to recognize the story as being an ad or skip past it completely.

This redesign is similar to a new unit Facebook has been testing in the desktop feed recently. The social network continues to experiment with several ad formats to find what works best for advertisers without causing backlash among users. Since launching mobile Sponsored Stories at the end of February, Facebook has been restrained in the number of ads it shows there. We typically see only a few Sponsored Stories in the mobile feed each week. Facebook has also prevented third-party ad providers from selling mobile inventory, despite telling us it would soon make other premium units available through the Ads API.

The company has not made any official announcements about new Sponsored Stories formats for desktop or mobile.

New ‘Page Like’ Sponsored Story

Previous ‘Page Like’ Sponsored Story

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