Next month, Facebook plans to start updating page posts and ads on mobile to match the look and feel of the new design it debuted earlier in this year.
The update will include shortening visible primary text from seven to three lines, after which users will be prompted to click to view additional text.
It will also include reducing the maximum media height for photos and videos from a 2:3 to 4:5 aspect ratio.
The changes are intended to make the appearance of feed ads and page posts more consistent across Facebook’s family of apps, and generate "longer-term value" for ad partners.
While the updates will automatically apply to posts and ads on Facebook's mobile News Feed within the next month, the company is recommending that advertisers begin now to use reduced primary text and shorter media height for feed ads.
Separately, Facebook plans to remove some outdated or infrequently used options on its Business Manager. For example, the social giant will eliminate several options related to older song titles, albums or games.
The changes are not expected to affect most advertisers. However, Facebook said it will, when possible, guide advertisers to options similar to ones that have been removed that should provide comparable performance.Earlier this month, Facebook posted a profit of $1.99 per share versus an expected profit of $1.88 per share on revenue of $16.9 billion. The average revenue per user came in at $7.05.