New Ways to Showcase Your Products this Holiday Season

Facebook Business

September 11, 2018

While people are just beginning to write their holiday shopping lists, many businesses are putting finishing touches on their holiday strategies. And as we shared earlier this year, we’re always working on new ways to help businesses visually merchandise their products—and the holiday season is prime time to make products more visually appealing. In fact, last year on Facebook, there were more than 450 million views of Black Friday and other related videos over the Thanksgiving shopping weekend. Facebook and Instagram data, Nov 23-Nov 27, 2017. Collection took place from 12am PST on November 23, 2017 to 3pm PST on November 27, 2017 That’s why we’re introducing new creative enhancements to help advertisers make their products shine this holiday season.

Enhance your product ads with overlays

Last year, we launched overlays for dynamic ads, which let advertisers automatically add price and discount tags on creative assets for product ads. Today, we’re expanding overlays so that advertisers around the world can build customizable creative templates for their dynamic ads to showcase products in more compelling ways. For example, if a retailer wants to create a Black Friday campaign with a product catalog, they can now create their own Black Friday overlay to more visually promote discounted products. Two major retailers that tested the new decorative borders increased their return on ad spend by 40% each. Facebook internal data for 2 alpha testers measured on a 7-day click attribution window, June 2018 While overlays for dynamic ads are a great idea for the upcoming holiday season, they can also be customized to fit any holiday throughout the year and can be used in non-seasonal campaigns as well.

Using overlays on Facebook Ads

Experiment with holiday templates in the video creation kit

We recently launched the video creation kit to help make it easier for businesses to create mobile-first video ads, particularly for businesses that may not have production budgets to shoot custom Facebook video ads. In the coming weeks, we'll be adding new holiday-specific templates and stickers to the video creation kit to help businesses more easily create video ads that showcase their products with holiday-specific visuals.

Create more engaging and relevant ads

Last year, we launched collection ads to help advertisers visually inspire mobile shoppers. Today, we’re announcing two updates to make collection ads more immersive and personalized.

1. Soon, advertisers will be able to direct shoppers from the collection ad format to the updated instant storefront template, formerly known as the sell product template in Canvas, where they will have the option to automatically organize products from their catalog into more personalized groupings like “Suggested for You” and “Most Viewed” to boost engagement and conversions. Early testers of the new instant storefront template have seen increases in their conversion rate as high as 9%. Facebook internal data from July 14, 2018 - July 20, 2018

2. Instead of having to upload your own videos into a collection, advertisers using the instant storefront template can now add a video that we’ll automatically generate, personalized with relevant products from your business’ catalog. This makes the video creation process easier for advertisers and will help people see ads that are most relevant to them.

Instant storefront template

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