New look for News Feed means more images, more content-specific feeds...and more opportunities for advertisers.
The new News Feed refresh offers several upgrades that may benefit advertisers:
While News Feed certainly captures a visitor's attention, it currently consumes less than 40% of the homepage screen real estate. Facebook is changing this by making images the centerpiece for every type of story, making News Feed a more visual experience. In-stream ads that mimic organic posts may perform better, as they grow more similar to high-CPM "takeover" ads on other websites.
Facebook will allow users to engage more deeply with content and audiences via additional feeds. New feed types include: 1) "All Friends," which will display all posts in chronological order 2) "Music," enhanced with musician posts, concert info, album releases and listening activity 3) "Photos," now mimicking Instagram, and 4) "Following," which features every post from pages and public figures.
Facebook is adapting its current mobile navigation for the Web, creating a more consistent feel across PC, tablet and smartphone screens. Additional advertisers and developers may come to the table, now that users can see the entire screen on all devices. The change also has the potential to improve eCPMs over time.
Overall, the addition of imagery and more consistent and content-specific feeds should improve the News Feed experience, which in turn may enable new formats (e.g., video), make users more tolerant of ads, boost ad loads and allow content targeting. News Feed enhancements start rolling out this week on desktop and over the next few weeks on mobile.
You can join the waitlist to get the new desktop homepage here, with iPhone, iPad and Android to follow.