Over the past few days, Facebook has introduced a new mobile advertising format called “Collection”. This format combines videos and photos to enable brands to increase traffic to their online sales sites. Unlike previous formats, “Collection” allows users to purchase products without being redirected to a non-optimized website or leaving the Facebook app.
So how does this new advertising format work? It appears as a photo or video with a collection of 4 to 50 product photos displayed underneath. Users can click on the photos they are interested in and will then be redirected to the associated online sales site to complete their purchase. This format is particularly impactful because studies have shown that videos shared on social networks have a significant influence on customers’ purchasing decisions. In fact, a study conducted by Brightcove, an online video platform, revealed that 3 out of 4 customers are influenced by videos they see on social media.
The rise of mobile commerce, also known as M-Commerce, is another reason why Facebook’s “Collection” advertising format is significant. According to a study by Gfk for Facebook, 45% of shopping experiences now involve actions related to smartphones or tablets. This new advertising format could seamlessly fit into the omni-channel strategies that fashion retailers are increasingly adopting. Many retailers are considering adopting a “See Now, Buy Now” approach, and Facebook’s “Collection” format can help support this method by making collections available worldwide immediately after they are presented. One brand that has successfully utilized this format is Tommy Hilfiger, who used it for their winter 2016 collection and saw a ROI increase of over 200%.
Avery Baker, the Chief Brand Officer of Tommy Hilfiger, believes that the “Collection” advertising format reflects how digital natives interact with their favorite brands. This format has the potential to redefine how brands connect with customers and drive sales in the mobile era. With the growing importance of mobile commerce and the impact of social media on consumer behavior, Facebook’s “Collection” format could be a game-changer for brands looking to reach and engage their target audience in a more impactful way.
Useful links:
1. Facebook’s guide on using “Collection” ads
2. Benefits and tips for using Facebook’s “Collection” ads
