In early 2019, Facebook announced its plans for a major redesign at their F8 conference. The aim of the new design is to make Facebook simpler, faster, and more immersive, with communities, groups, and events at its center.
As a part of the redesign, the look and feel of page posts and ads will be updated, making them more aligned with content on Instagram. In practical terms, this will primarily mean a change in Facebook's supported image aspect ratios.
The changes are expected to be rolled out between August 19 and September 2, 2019. They will affect the Facebook Mobile News Feed first, with changes to the Desktop News Feed coming later.
On the Falcon platform, the following changes will take effect on August 19, 2019, to the Facebook Mobile News Feed posts and ads:
- The visible primary text will be shortened from 7 to 3 lines: users will be prompted to click to view additional text. Falcon.io will update the Facebook mobile preview in the Publish editor to reflect this change.
- The maximum height allowed for images and videos will be reduced: the greatest aspect ratio Facebook and Falcon.io will support for media moving forward is 4:5 (instead of 2:3). Facebook will automatically mask media using a greater aspect ratio to 4:5 on all posts, as well as on new or duplicated ads by September 2, 2019.
Please note: image ads with links will continue to support only a ratio from 1.91:1 to 1:1.
Existing, unedited ads that still have media greater than a 4:5 aspect ratio will stop delivering on September 19, 2019. We encourage you to update any ads with media greater than a 4:5 aspect ratio before this date. Ad previews on Facebook Ads Manager and Falcon.io will automatically reflect these changes as the rollout begins.
- Q: When will these product updates take place?
- Facebook will begin to implement these changes in Ads Manager from August 19, 2019. Falcon.io will reflect these changes in the platform from this date onwards. Facebook is aiming to roll out to a 100% of advertisers by September 2, 2019.
- Q: What would be the impact on advertisers' ad performance on the Facebook News Feed?
- Facebook has observed that reducing the number of lines in primary text from 7 to 3 leads to better ad performance on average, such as higher click-through and conversion rates. For the maximum media height change, Facebook believes this change sets better expectations for people on what happens after tapping, thereby reducing confusion of how their formats behave. The change also aligns the formats used on the Facebook feed more closely with Instagram, which improves liquidity and consistency in user experience.
- Q: Does this impact content on the Desktop News Feed?
- No. For now, the above changes apply only to the Mobile News Feed. It is expected that similar changes will be announced for the Desktop News Feed at a later time.
- Q: What would happen if an advertiser tries to create a campaign with media greater than 4:5?
- For any new campaigns created after the rollout, media greater than a 4:5 aspect ratio will automatically be masked to 4:5 on the Mobile News Feed. Ad previews in Ads Manager and Falcon.io will automatically reflect these changes as the rollout begins. Facebook will also notify advertisers of this change on Ads Manager.
- Q: What happens if an advertiser fails to update their creative to meet the new specs by the 100% roll-out date?
- Any existing ads created before rollout and using media greater than a 4:5 aspect ratio will continue running with the media as is until September 19, 2019. On September 19, Facebook will stop displaying any ads using media greater than 4:5. Advertisers who wish to continue these ads would need to either edit their media to fit the new aspect ratios or create new ads using media with a 4:5 aspect ratio or shorter.
- Q: What would be the impact on advertisers who run campaigns across multiple placements?
- This change does not impact any placement beyond the Mobile News Feed. However, this does align the formats used on the Facebook Feed more closely with Instagram, so advertisers can now leverage the same 4:5 video or photo asset across both Facebook and Instagram Feeds.