How to use Facebook’s new ad format ‘Collection’

Facebook helps customers shop more seamlessly

The way we shop is changing, we are driven to buy online more than ever before. For brands, this means they need to ensure they are in front of the customer when they turn to their screens. Google describe these moments as 'micro-moments' - and stress the importance of being there at the moment the consumer needs you. Google says:

'These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.'

It is crucial brands are seen at every touch point to increase the likelihood of purchase. Facebook recognised this need and offer a number of options for marketers to choose from to effectively reach their audience.

One of their more recent launches was 'Facebook Collection'. A mobile-only ad format that allows advertisers to feature videos or photos of a product in a user's news feed with the objective of directing the user to the advertiser's mobile website.

Facebook said they wanted to make the journey for the customer as simple as possible:

'That's why we created collection, an advert format that makes it easier for people to discover, browse and purchase products in a visual and immersive way.'

What is Collection?

The Ad appears in a user's Facebook Feed, displaying a video and four product images that brands can choose themselves or leave it up to Facebook. Once the user taps the ad it opens up a catalog of up to 50 different products. Users can then click on an individual product which will take them to the advertiser’s website or app to make the purchase.

Although Facebook's objective may seem to be solely conversions brands can choose to drive either traffic or conversions when setting up their collection. Although this may seem like a great new feature for Facebook, many brands are hesitant to see what return it will actually bring.

How can marketers use it?

There are a number of ways marketers can take advantage of this format. Firstly through promoting new products and cross-selling with complementary items, aiding increase in conversion rates. This gives exposure to similar products or other bestselling products.

Take advantage of the video feature by sharing a video tutorial of your product and promoting its individual features. It has been reported that Online shoppers who view -demo videos are 1.81x more likely to purchase than non-viewers.

Use creative ways of designing a persuasive collection, focus on visuals and the quality of your image. Consider telling a story through your products, or using seasons and themes to captivate your audience.

One great example of this format in practice is Tommy Hilfiger, their latest campaign featured their fall runway collection. Users were able to shop their fall collection straight from the Ad. They were one of the first brands to try out the new platform and saw a significant return on their ad spend with collections. It was reported that they saw 2.2 times higher return on ad spend and 200 percent increase in return on investment.

If you are looking for ways to improve your Facebook Marketing check out our social media marketing toolkit to help you create full proof social strategies. The toolkit includes step-by-step guides and resources to help deliver real results.

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