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Facebook Changing Its Mobile Ad Format – Business 2 Community

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On August 19, 2019 Facebook will be changing the text and aspect ratios on its Mobile News Feed. This will compress the News Feed ads to “match the look and feel of the new Facebook design introduced earlier this year.”

Facebook announced the new F5 design for the Facebook App at F8, the annual conference about future technology that Facebook holds every year.

The F5 design is “simpler, faster and more immersive, putting your communities at the center.” Overall, it makes it easier for users to find most-used features.

The new F5 design will require a couple key changes to the Mobile Feed advertising format, including:

  • Fewer lines of primary text shown.

There will now be only 3 lines of primary text shown in the Mobile News Feed, people will then be prompted to click to view additional text.

  • Maximum media height for videos and photos will be reduced.

The tallest supported ratio for images/videos with no links will be a vertical 4:5. Media taller than this aspect ratio will be masked on the Mobile News Feed.

Ads currently show 7 lines of primary text and the image ratio is 2:3.

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These changes were made to simplify the formats and improve the consistency of the mobile experience.

Facebook notes that this new format will “help drive increased ad effectiveness and make it easier to use the same assets on the Facebook News Feed and Instagram Feed.”

Prep Your Ads in August

Start thinking about making the first 3 lines of your ad text snappy and invite that click for more information. Additionally, get those ad images and videos reformatted to match the new aspect ratio to optimize the cross-promotional presentation.

Better Connections

With every update and change, Facebook’s goal is to “help people discover their communities, deepen their connections, find new opportunities and simply have fun.”

For more information see the Facebook Blog.


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