The Launch of Monetized Overlay Ads in Facebook Reels Platform
Upon receiving positive feedback from the creators and users alike, Meta made announcement on February 22 – they are currently introducing the 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.
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.
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