Social media giant Facebook just unveiled two new features that could benefit our friends in higher education. The social media network is introducing new video ads that pop up and play (without sound) automatically in a user’s Newsfeed. In addition, Facebook now offers a direct donation feature for individuals to contribute to an organization directly from a Facebook page.
The video ad feature is sure to be controversial with Facebook users, who often resist advertisements being pushed on them. Perhaps to guard against that, Facebook is keeping the clips audio-free until a user clicks on them or expands the video to full-screen. Only then will the audio begin playing. The initial video ads will roll into a carousel of videos, creating a content stream.
For now, the feature is rolling out slowly, starting with a test campaign for an upcoming movie. But the possibilities to broaden the feature to more businesses and marketers is intriguing. Just imagine how higher education marketers can use these Facebook videos ads. Even without sound, the videos could show dramatic, compelling scenes of students and campus life. This would be an excellent way to spotlight a school on its Facebook page, as well as for different colleges, departments, student clubs and athletic teams. If users select the video, the accompanying audio will only further the message.
For now, the video ad feature is in limited testing, but should be more widely available soon.
The “Donate” feature will be very useful for universities and colleges. The option to donate can be embedded in a Facebook page or status update. Users select the “Donate Now” button, select the amount, enter payment information and contribute immediately. Alumni relations or fundraising departments can make use of this feature by creating updates or pages for their campaigns and providing a “Donate Now” option. It allows staffers to spotlight a campaign, provide information and images and a call-to-action. This should result in more fundraising, as it removes an obstacle to donating. When the campaign and donation features are linked in one page, the marketing and fundraising can be seamless.
Let us know what you think of these new Facebook features. Does your institution or department plan to make use of either of them?