Upon receiving positive feedback from the creators and users alike, Meta made announcement on February 22 – they are currently introducing the Facebook Reels platform to over 150 countries on Facebook, and testing multiple relevant updates to plan to add in the the availability of Reels Overlay Ads, brand suitability controls, full-screen and immersive ads, Stars function and expand the Reels Play bonus program. Since TikTok setting off the trend of short form video, its popularity has never stopped growing among the social media world. Meta has launched its own Reels platform on Instagram and Facebook in the United States during 2020 to 2021 with similar format. Undoubtedly, with the latest updates, Meta can further offer great opportunities for creators from all over the world to monetize the popular content format, gaining profit by providing reel videos of higher quality for Facebook, at the same time, businesses and advertisers can expand their exposure perhaps to a newfound audience. Here are what you should to know about the updates: Reels Platform Overlay Ads Facebook will provide two formats for the overlay ads on reels platform – banner ads and sticker ads. These two types of overlay ads have been made available in countries from US, Canada to Mexico since late February for testing, and will be gradually rolled out to countries all over the world. However, not everyone is eligible to try their hand at the new ad platform, only creators who are part of the Meta’s in-stream ads programs can insert ads in their reels. So if it happens that you haven’t applied for the programs yet, please remember to join first in order to use the tools. Banner ads Banner ads are semi-transparent overlay ads that display at the bottom of the reel video, if creators are part of the in-stream ads program, the presence of banner ads is already opted in their reels by default, but not all of their reels will include the banner ads due to numerous reasons that go from ad targeting setting to how useful the ad is to the viewers. If you would like to remove the banner ads insertion in your reels as a creator, you can always choose the option in Creator Studio. Sticker Ads Unlike banner ads, sticker ads are not opted in by default, if creators would like to insert the sticker ads, they have to select to add sticker ads in the menu specifically, right after uploading elements for the reel. Sticker ads are image ads which the creator can insert anywhere in their reel. Creators can modify the size of the frame, and Facebook will determine which ad to put in. But please note that choosing to add sticker ads in setting does not guarantee its appearance in the reel. Brand Suitability Controls To fully integrate the implementation of reel platform overlay ads in Facebook, brand suitability controls are launched for advertisers to have more control over which reel their ads will appear. Functions such as publisher lists, blocklists, inventory filters and delivery reports will be available for advertisers to use in the brand suitability controls. Full-Screen and Immersive Ads In addition to overlay ads, Facebook is planning to roll out another ad option other than overlays ads for reels platform – the full-screen and immersive ads. They will appear between different Facebook reels, and will be rolled out as a new feature in the upcoming months. Users of Facebook can choose to make comments, like or even share this type of ads. Stars Initially, Stars were a function that was only available for Facebook live videos, but now Facebook is testing to expand this tool to the reels platform as well. It will enable viewers of the reels to buy the stars to reward the creators. Creators can earn 1 US cent from each star they receive. This function is a good indication to see how well received a reel is among the audience, and a good way, along with overlay ads or full screen, immersive ads, to allow creators to earn profit from their creative work. Reels Play bonus program To further plan for reel videos creators to gain incentives to continue contributing to the reels platform, Facebook has invested USD 1 billion to set up a reels play bonus program that allows creators to earn money when users view their reels. The reels play bonus program will start by beginning its availability to only invited creators who are deemed eligible; they will be paid a maximum of USD 35,000 a month based on the numbers of views from their qualifying reels. But gradually Facebook hopes to have more interested creators benefit from the program, so it will be expanded over the coming months by allowing creators worldwide to join by signing up. Contact us with professional advice for Overlay Ads that fits your platform the best to maximize your marketing performance. About GoGoChart GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors. GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
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The parent company of Facebook – Meta recorded a loss of more than US$232 billion in value after it reported its annual earnings on February 2, 2022, where weaker-than-expected revenue growth in the next quarter was forecasted. It also said it’s taking a big hit from Apple’s privacy changes, and showed the first quarterly decline in daily active users on record. In fact, Facebook is not alone as Google has also expressed that ATT (App Tracking Transparency) will reduce the visibility of critical indicators showing advertising effectiveness, affect advertisers’ valuation and bids for advertising, and severely impact the app publisher’s Google advertising revenue on the iOS platform. The advertising and marketing industry has felt the great impact brought by privacy policy changes from Apple since the iOS 14 update. Revisit our past blog articles to understand more details about the privacy rule changes: What is iOS 14? In this article, we discuss key impacts that resulted in Facebook’s revenue downturn and stock plunge, which are directly related to brands’ marketing strategy and approach. Although the global social media landscape is drastically diversifying, Facebook still remains to be the most popular social network worldwide as of 2021, outperforming every other contester for reach and active users, and Facebook marketing is a staple in nearly every social media marketer’s playbook. ( Source: Statista ) In short, the “opt-out of app tracking” option for users to choose in iOS 14.5 is causing tumult for advertisers who rely on Facebook to sustain their businesses. It is believed that the masses have opted out of letting Facebook track off of Facebook, so marketers can’t be sure if people are buying their products after seeing their ads. More deeply, the privacy policy changes from Apple impacts Facebook marketing in three key aspects: targeting, reporting, and optimization. 1. Targeting Firstly, the attribution window was shortened from a standard 28 days to 7 days now. As a result of the shorter timeframes, conversion numbers could decline for Facebook campaigns, which means the retargeting audience pool is a lot smaller. Furthermore, lookalike audiences that are based on a data source aren’t being tracked correctly anymore, reducing the quality of the audience and ad performance. 2. Reporting Reporting is one of the most essential parts for brands to understand and learn what the target market is thinking and behaving, so that to tailor their big idea and marketing strategy accordingly. In terms of the timeliness of reporting, the real-time reporting is no longer there since iOS14, data may be delayed for up to 3 days, which could be disastrous for brands that rely on prompt data where large base of consumer behaviour and preference can be analysed. On the demographic reporting front, Facebook’s app and web conversions will no longer provide reporting on the delivery and action breakdowns after iOS 14, including age, gender, region and so on. This weakens brands’ ability to conduct targeted analysis on different demographic groups, which is critical for effective marketing planning and programs design. As for data tracking, conversions took place on users who opted out of Facebook Ad tracking are no longer tracked, resulting in lower conversions recorded in the reports for advertisers. 3. Optimization Originally, Facebook’s Aggregated Event Measurement (a protocol that allows for measurement of web and app events from people using iOS 14.5 or later devices) limits domains and mobile apps to eight conversion events that can be configured and prioritised. Examples of conversion events include: visit website, add item to cart, purchase, form submission and so on. Data collected from these events is used for targeting, optimization, and measurement. But now, only prioritised events can use Aggregated Event Measurement data to help improve conversion optimisation. The new limitation emerging is that advertisers can now only optimize one event. In addition, the new policy provides fewer data points for the Facebook algorithm to use in its optimization processes, and impacting smaller advertisers who don’t have lots of data points from large budgets. In the next blog article, we will delve in tactical solutions and measures that brands can take for their Facebook campaign. How can GoGoChart help? At GoGoChart, we helped over 2,000 brands globally with their mobile and web marketing campaigns since its inception in 2016. The expert team headquartered in Hong Kong and based out in the APAC has advised clients from different industries to adapt and excel amid challenges imposed to global marketers. Talk to us for more insights and tailor your Facebook marketing solutions. About GoGoChart GoGoChart, a tech enabled mobile marketing company headquartered in Hong Kong, being the Google App partner in Hong Kong, its mission is to become the world’s leading mobile marketing technology brand. Since its establishment in 2016, the company has helped over 2,000 brands and apps in more than 60 countries optimize and promote their apps. it has also evolved into an all-rounded digital marketing service provider after winning trust from thousands of brands. Key clients of GoGoChart include Fortune 500 companies, blue chip listed companies and SMEs from the finance, consumer, ecommerce and gaming sectors. GoGoChart was awarded the Hong Kong Technology Fast and Rising Star Program organized by Deloitte both in 2019 and 2021, the Best Use of Mobile Online Campaign (inaugural season) by Interactive Advertising Bureau Hong Kong (iAB HK) in 2021, and officially became an Affiliated Member of The Association of Accredited Advertising Agencies in 2021. The company’s regional teams are situated in the Philippines and mainland China.
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Facebook Ads is one of the most cost-effective and analytical marketing tools in the industry. However, it is neglected by many small and medium businesses in Hong Kong. Here’s why Facebook Ads has the potential to become an essential part of your marketing strategy. Regularly overlooked, Facebook Ads have become an integral component of many successful marketing campaigns. According to Statista, Facebook possesses an astounding 82% penetration rate of the Hong Kong community (6.75 million users out of a population of 7.4 million residents). Despite this, traditional channels of marketing are still the leading choice for most marketers in Hong Kong. However, the benefits of Facebook Ad campaigns demonstrates a clear cut advantage over more traditional methods of marketing. Analytical, Targeting & SEO Benefits Major brands in Hong Kong still rely on general market research and A/B testing to generate marketing content which in turn, generate performance reports that only offer a broad overview of what works and what doesn’t. In comparison, Facebook Ads offer a macro and micro-scale approach in targeting features and analytics. The targeting options in Facebook Ads possess an unrivalled level of granularity that ensures only the most relevant and prospective users are targeted, therefore shifting the focus to quality, not quantity, in terms of audience reach. This is evidenced by the average conversion rate of Facebook Ads falling around 9.2%, a significant jump in comparison to Google Ads’ 3.17% conversion rate. In addition, the analytics offered by Facebook Ads allows for immediate and in-depth data that aids marketers in identifying valuable business and marketing opportunities to drive campaign decisions and improve marketing return on investment on a real-time basis. In comparison, many traditional marketing channels fall under a static data model loop that does not facilitate immediate and dynamic analytical data reporting, which can result in delays in refiguring marketing campaigns or promotional materials. This can be extremely costly in today’s market where the majority of consumers cite “fast response times to issues, needs, requests, and suggestions” as the most important attribute of a brand. For instance, a skincare brand could be promoting a new line of products via 3 different Facebook advertisements; advertisements A, B & C. If dynamic data from Facebook suggested that a specific demographic (i.e. women, 35-40, married, working) strongly responded to advertisement C, the campaign could be immediately reconfigured to emphasise targeting that demographic with advertisement C solely, optimizing conversion rates and improving MROI. Unbeknownst to many, Facebook Ads can also have a positive impact on improving a business’s SEO performance. When Facebook Ads draws relevant users acquired from a specifically targeted campaign to a website, it is likely that such users will spend a lot of time browsing the business’s website due to the contents within the site being relevant to the target users’ interests. Subsequently, the effects of longer-periods spent browsing the website and lack of bounce rate will translate into a stronger SEO. Conversely, a generic marketing strategy drawing in a large volume of general audiences instead of relevant audiences will produce more bounce rates and have a negative impact on SEO. Ultimately, if a business is not capitalizing on Facebook Ads, the business is not only losing out on a highly effective way to engage and connect with potential leads, but also access to dynamic data that could present new opportunities. These opportunities could take the form of predictive models, demographic insights, faster turnaround times in marketing strategy changes, and more. Despite overall presenting as a lucrative marketing opportunity, an unprepared Facebook ad strategy implemented in Hong Kong could have disastrous consequences without proper strategizing and development. The myriad of backgrounds, cultures, ethnicities, and socioeconomic classes in the city accentuates the need for proper localization in order to correctly engage with the target audience. In addition, marketers inexperienced with Facebook analytics may not properly capitalize on the vast amount of data on offer, instead focusing on general clicks and leads, rather than demographic/geographic insights and understanding how those variables can contribute to a stronger and dynamic data-driven marketing strategy. With over 6.75 million Facebook profiles on offer in Hong Kong, the wealth of data and analytics on offer by Facebook Ads arguably makes the service one of the most advantageous tools for marketers, and one that cannot be ignored any longer.
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