Years in the making, Creative Hub gives marketers better insight into what works on Facebook — and what doesn’t.
When Facebook made Instant Articles available to all publishers in April, many marketers shrugged. Faster load times meant more views from potential consumers, but brands also sacrificed the chance to pull viewers into their sales funnel by sending them to their own sites.
Facebook’s latest update promises to create a bigger splash by appealing directly to creatives, allowing brands and agencies alike a chance to better test, share, and collaborate.
Mark D’Aarcy, chief creative officer for Facebook’s Creative Shop, said the Hub was designed to help brands transition to mobile. “There’s this accelerating growth of engagement in mobile, with the ability to reach people at different times for different reasons,” he said on Tuesday at a press conference in Cannes. “But creativity helps you reach those people.”
The move will also foster collaboration, giving creatives the same sharing ease they now enjoy with tools like Google Drive.
“Before this, we didn’t have a great interactive workspace,” D’Arcy said. “But building, experimenting and playing with form in mobile is really important. It’s important for us as an industry to figure it out.”
The Creative Hub will offer brands and agencies a range of formats, complete with ad specs for both Facebook and Instagram. Creatives will also be able to search for tips, best practices, and case studies, and work with other teams in real-time, which will give it a more ‘community’ feel than other recent Facebook rollouts.
The Creative Hub platform is still in beta (brands can sign up for the “Waitlist”), but industry insiders have already started gushing. As one digital strategist granted access confided, “I think it’s an amazing tool for agencies who work with outside media.”
We’ll be sure to update once we’ve taken our own test drive.