Facebook Slideshow Ads Get Several New Features

Facebook introduced its Slideshow feature last October, allowing brands to create video ads out of groups of still images, and the social network announced a host of new Slideshow features Tuesday.

Facebook introduced its Slideshow feature last October, allowing brands to create video ads out of groups of still images, and the social network announced a host of new Slideshow features Tuesday.

Slideshow was created with the aim of giving businesses an easy entry into video ads, as well as allowing them to reach Facebook users with poor Internet connections, as Slideshow ads require far less bandwidth than traditional video ads and are easier to create.

Facebook’s Slideshow ad product differs from the Slideshow feature for its flagship iOS application, which debuted in June, allowing users to combine multiple photos and videos into Slideshows, complete with music and customized titles.

The new features Facebook introduced Tuesday are: the ability to add text and music to Slideshow ads; the ability to create Slideshow ads via Android devices; integration with the social network’s stock image database and their pages’ photo libraries; and the ability to convert videos into Slideshow ads.

The social network provided more details on the new features in a Facebook for Business post:

  • Add text and music: Advertisers can add text, select templates and choose colors to create a rich visual experience. Then they can choose from audio tracks that reflect a range of different themes, and they will soon be able to upload their own audio tracks.
  • Create Slideshow on the go with mobile: Advertisers can now create Slideshows on the go with their Android mobile devices.
  • Use assets from our stock image library: It’s now simpler than ever for businesses to create beautiful, eye-catching ads without any creative assets of their own. Slideshow is now fully integrated with our stock image database and pages’ photo library feature, so advertisers can choose from thousands of stock photos, reuse photos from their pages’ photo library or upload new photos.
  • Bring video to people on every connection speed: Advertisers can now easily turn videos into slideshows by uploading them into the slideshow tool, which will automatically select 10 image stills to use for building a slideshow. This can be combined with 2G targeting to simply and effectively deliver video creative to users on low bandwidth connections.

Facebook added in the blog post that Slideshow ads have been viewed in more than 200 countries since the feature’s launch, and more than one-half of advertisers that used Slideshow had never used video on the social network before.

The social network also provided the following example of Slideshow use from Spain’s Brava Fabrics in an email to SocialTimes, along with this statement from Brava founder Ramón Barbero:

FacebookSlideshowBravaFabrics from SocialTimes on Vimeo.

We have proved that costumers are more likely to buy if we show them videos than other creative. For example, with Slideshow, compared with other videos, we have seen that there’s a higher sensibility for purchasing our products with this creative format, and conversions are 25 percent higher than average. This means that without taking into consideration the cost of the click or the relevance (number of people interested), the people who engage with our slideshow campaign are 35 percent more likely to buy the product.

Readers: What have your experiences been like with Facebook Slideshow ads, either as a user or an advertiser?

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david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.