Facebook today is introducing a new tool that will allow rights holders to protect and manage their photos across both Facebook and Instagram. With the newly launched “Rights Manager for Images,” Facebook is offering creators and publishers access to content-matching technology similar to what it introduced in 2016 to combat stolen videos. The new feature, which is available in Facebook’s Creator Studio, will allow rights owners to assert control over their intellectual property across Facebook and Instagram, including when the image is embedded on an external website. Show
As with Facebook’s existing Rights Manager for video content, creators who want to assert their control over their images will have to provide Facebook with a copy of the images they want to protect, as well as a CSV file with image metadata, as a first step. These are uploaded to a reference library that Rights Manager uses to locate matches across both Facebook and Instagram. The creator doesn’t have to publicly post their images on Facebook or Instagram for this process to work. When matching content is found on a Page or a profile, the rights holder can choose whether to simply monitor the content, block its use through a takedown request or attribute credit to themselves via an ownership link. Creators can also choose whether or not they want their ownership to apply worldwide or only in certain geographic locations. Image Credits: Facebook The new feature is designed more for those who maintain a large catalog of images or who post new content on a regular basis. For individuals who only occasionally encounter issues around misuse of their images, Facebook offers an IP reporting form instead, which even allows users to report more than one piece of matching content at a time. The topic of who has the rights to use a photo that’s been posted on Facebook, and in particular, the image-heavy site Instagram, has become more controversial in recent months. Many had long believed that embedding an Instagram post on their own website was a perfectly legal use case. But when Newsweek asked to feature a photographer’s image and they declined, the publication ran it as an embed, which then opened them up to a copyright lawsuit, filed this summer. Newsweek had assumed the embed was legally permissible, given that Mashable recently won a similar copyright case in the recent past. But following the Newsweek case, Instagram clarified that its embedding feature didn’t include a license — if someone wanted to use the photo, they would need to ensure they had the proper license to do so. That bit of information came as something of a surprise and the case with Mashable was reopened as a result. Until now, photographers had limited means of protecting their content across Facebook’s platforms. They could only take actions like enabling or disabling embedding entirely or making their account private, for example, to ensure their content wasn’t used and distributed without their permission. Of course, neither solution was ideal for a photographer trying to gain exposure and grow their career. The Rights Manager for Images will now allow them a third option, as it’s capable of finding and matching images that have been used as embeds. At that point, the creator could choose to monitor, block or allow the image as they choose, a Facebook spokesperson told TechCrunch. Facebook says access to the new Rights Manager for Images will be opened up initially to those who apply here. If you want your teammates to manage and create Facebook ads, you’ll need to grant them access to your Facebook Ads account and assign them the appropriate advertising roles.
To add someone to your ad account:
Note: Facebook Page roles, Facebook Business Manager roles, and ad account roles are not the same. Even if you are the admin of your company’s Facebook Page or Business Manager, you might not have access to your company’s ad account. Finding your way around the Facebook Ads Manager dashboardOnce you’re in Facebook Ads Manager, you will see the campaign dashboard. There’s a lot to take in, but don’t worry, we will walk you through it all. On the left
On the rightThe right-side menu is used to edit campaigns, see their history, and check out additional analytics. More on this when we talk about reporting below. Your campaignsAll of your campaigns are shown in the middle. Your Facebook ad campaigns are comprised of three elements shown across the top in tab format: ad campaign, ad sets, and ads. Each ad campaign can contain multiple ad sets, and each ad set can include various ad creatives. Let’s clear up these terms.
Chapter 2: Creating and editing Facebook adsHow to create ads using Facebook Ads ManagerWhile the dashboard might seem overwhelming, the actual ad creation process is pretty straightforward. To get started with creating an ad, simply click the prominent green “Create” button. Once you click to create a new ad, choose your campaign objectives from the categories brand awareness, consideration, and conversions. You will then define other elements of your campaign, like audience targeting, ad placement, ad budget, ad format, ad creative, and more. Facebook will walk you through these steps one by one, but if you’d like to learn more about each of these steps, check out our beginner's guide to creating Facebook Ads. How to edit ads using Facebook Ads ManagerNot every ad is perfect. For example, you might notice a typo in your ad only after it’s live. Or maybe an ad set is performing well, and you want to increase its budget. No worries. Editing an ad in Facebook Ads Manager is super simple. A cool feature of Facebook Ads Manager is that it allows you to edit multiple Facebook campaigns, ad sets, or ads at once. To bulk edit a group of campaigns, ad sets, or ads, check the boxes in the first column and choose “Edit” in the navigation bar.
For ad sets, you can:
For ads, you can:
Chapter 3: Facebook ads reportingYou can use Facebook’s analytics to see how your ads are performing. One thing to look for is if your ads align with your social media goals for your business. Search and filter: Finding the relevant campaigns, ad sets, or adsYou can find any of your campaigns, ad sets, and ads by using the search bar at the top of Ads Manager. Type in search terms and choose from a list of predicted searches or choose a filter from the dropdown.
Or filter by:
Select the arrow next to a filter category to see more detailed searches. Choose your filters and select Apply.
Columns and breakdowns: Getting the important data for your ad reportingFacebook provides you with a wealth of data for all your ads. Customize your reports by choosing which columns to display or by breaking down ad performance based on factors like audience and reach. Choose columns to analyze ad performanceTo help you find relevant data quickly, there are several presets of columns for you to explore.
If none of these presets suits your needs, you can either customize the presets or create your own presets from scratch by choosing “Customize Columns…” in the dropdown. A popup will appear, and you can deselect or select more metrics (or columns) according to your needs. Each column can be sorted by clicking on the heading with the title. If you need clarification about each metric, hover over the name and a popup will give you more information. Get greater detail with breakdownsThe breakdown feature allows you to get even more granular with your Facebook ads insights.
You’re able to select up to one criterion from each section (e.g., one from Delivery, one from Action, and one from Time). Exporting, sharing, and saving Facebook ads reportsOnce you’re satisfied with the data on your report, you can:
If you’re not sure which option to choose, Facebook also provides some standard reports to choose from. Chapter 4: Understanding the performance of your Facebook adsAnalyzing your ad performance will help you create more effective ads in the future. Facebook Ads Manager allows you to drill down in each of your campaigns, ad sets, or ads, providing more detailed information, such as results over time and demographics breakdown. In this expanded view, you will see various metrics for your campaign.
Chapter 5: Quickfire overview of other useful featuresOutside of the Facebook Ads Manager, you’ll find some additional tools. They are accessible via the menu button in the upper-left corner of your Facebook Ads Manager. Audience InsightsAudience Insights helps you learn more about your audience with aggregated information about their demographics, location, behavior, and more. If you are keen to reach this audience, you can hit the blue “Create Ad” button to create an ad targeting this audience. The Facebook PixelFacebook Pixel is a piece of code that enables you to leverage actions taken on your website to create better Facebook ads. By placing the Pixel code on your website, you can track conversions on your website, optimize your ads for conversions, and remarket to people who have visited your site or taken specific actions on your site. You can set up and track your Pixel by using Events Manager. Relevant resourcesThere’s a lot to learn about Facebook Ads Manager, and we have just touched the surface of Facebook advertising. If you are interested in learning more and diving deeper into Facebook advertising, check out these useful tools and resources. Facebook Ads Manager mobile appsIf you want to manage your Facebook Ads on the go, download the Facebook Ads Manager app for iOS and Android. With the app, you can create ads, manage your campaigns, get notifications about your ad performance, and check the metrics of your ads. Facebook’s Creative HubFacebook’s Creative Hub is one of its latest tools for advertisers and marketers. This platform allows you to create mock-ups of ads, preview them as though they are live on a Facebook News Feed or Instagram Feed, and collaborate and share ideas with your team. Facebook has great resources if you want to learn more about the Creative Hub. Meta’s Blueprint coursesMeta (Facebook’s parent company) has created many programs and resources for improving the quality of your Facebook ads. Its Blueprint courses cover everything, from writing your ad copy and creating videos for the mobile feed to getting the most out of the Facebook pixel. Facebook ad specs and sizesGetting the right specs and sizes for your ad visuals is important for your ad to perform. We know that these can change quite often, so here’s a link to the latest Facebook ad specs. Things constantly change within the Facebook platformThanks for staying with us throughout this guide! With things moving so quickly at Facebook, there’s a chance some of this information might be outdated by the time you read it (hopefully not!). If you spot anything that needs updating since we published this post, let us know. We are keen to keep this guide up-to-date and useful for you. |