Facebook announced that it’s launching Slideshow, which it describes as a new type of lightweight video ad created from a series of still images. It’s aimed specifically at marketers with slower Internet connections.

The format enables an advertiser to upload three to seven still images and choose a length from five to fifteen seconds.

“Slideshow reduces the need for video production time and resources, and because of its smaller file size, it extends eye-catching ads to people on basic devices or with poor connectivity,” Facebook explains. “In early testing, we found that a 15-second slideshow can be up to 5x smaller in file size than a video of the same length.2 Slideshow uses video-like motion and no sound, giving advertisers a new way to tell brand stories to people everywhere.”

“We created slideshow to help businesses reach the people in emerging and high-growth markets who want to watch more video content, but businesses everywhere are adopting slideshow as a way to overcome the challenges of creating videos, or simply to try a new and engaging ad format,” it adds. “Coca-Cola in Kenya and Nigeria ran a video ad to raise awareness of the new season of their show, Coke Studio Africa. To extend the reach of their ad to people within their target audience who were on slow connections or features phones, they took high-resolution screenshots from the video, uploaded them in sequence along with some basic text and ran the story as a slideshow on Facebook. And the results were encouraging: they reached 2 million people—twice their goal—and raised ad awareness by 10 points in Kenya.”

You can take a look at the Coca-Cola ad here.

The format will out to Power Editor and Ads Manager over the course of the coming weeks.

Image via Facebook