First, the Slideshow tool makes it a lot easier to create video ads from still images. All marketers in small and mid-sized businesses need to do is upload three to seven still images – which can come from an existing video, a photo shoot, or even stock imagery from Facebook’s library. Then, they simply choose the length of their slideshow – which can be 5 to 15 seconds long. In other words, slideshow reduces the investment required to shoot and edit a video as well as the need for video production time and resources.
Second, a 15-second slideshow can be up to 5x smaller in file size than a video of the same length. This is especially important for inbound marketers are trying to reach people in emerging and high-growth countries, where connectivity and the prevalence of basic devices make it difficult to deliver video to their entire audience.
In August 2016, Facebook announced some new features for slideshow ads. This included the ability to add text and music, create slideshows from Android mobile devices, and use assets from Facebook’s stock image database and Pages Photo Library. In addition, Facebook launched a new tool that allows inbound marketers in emerging and high growth markets to take existing video assets and turn them into a slideshow that will play on slower connection speeds – in just a few clicks.
Were you already aware of this? Or, did you miss this news about advertising on Facebook? In other words, there’s nothing wrong with Facebook’s tool. But, inbound marketers will be the first to tell you that two posts on Facebook Pages don’t constitute an inbound marketing campaign – even these posts include images, videos, and links to related Facebook Pages. And the examples of companies using slideshow in posts include Coca-Cola in Kenya and Nigeria as well as Unilever’s Paddle Pop ice cream brand in Indonesia. Now, these are both great brands, but I wouldn’t describe them as small or mid-sized businesses.
So, if you work at a brand or agency that’s already interested in buying a video ad, then you might have stumbled over the news. But, if you’re and inbound marketer who is planning to create quality content that pulls people toward your company and product, you probably missed these announcements.
And, even if you didn’t miss these announcements, neither on mentions the fact that you can track website conversions – including checkouts, registrations, leads, key web page views, adds to cart, and purchases – after seeing your Facebook ad. All you need to do is add a snippet of code to the HTML on your website, and you’ll get reports when people see your ad and take action.
Why haven’t YouTube and Facebook connected the dots for inbound marketers? Maybe they’re optimized to use traditional outbound marketing to sell boatloads of advertising to a few big advertisers. But, if they want to solve problems for thousands of innovative inbound marketers, then they might want to practice a little inbound marketing themselves. According to HubSpot, “Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention.” Hey, what a concept.