Facebook allow you to create a more interactive experience with their Instant Experience ads (Formerly known as canvas ads). An instant experience is a mobile only ad type consisting of different elements (text, images, videos, etc.) to create an experience the user can interact with.
This ad type can also be used to sell your products straight from Facebook and sign up for events using a form (this will also be auto filled using the person’s information they have in Facebook, which, in theory, makes it more appealing due to not having to fill out lengthy forms).
What are the Advantages of an Instant Experience?
Instant Experiences are a powerful way of engaging with a target audience due to the immersiveness and interactivity. They give the user control to decide what they do and don’t want to look at or click on, since there are so many elements.
Fast Load Speed
They load almost instantaneous and faster than mobile webpages, which is huge for mobile devices. People have become less patient in the fast-paced world of today, so the longer they have to wait, the more likely they are to leave.
Media Rich Content
The ad includes many different media types, so the user can absorb the information the way they find easiest. You can also tell a story using different media options.
If you are lacking inspiration, there are five different templates you can use depending on your objective. An example is the Instant Storefront template, which is designed to offer users an experience like reading a catalogue to easily browse products relevant to them.
Compatible with Facebook’s Tracking Pixel
You can retarget those who have viewed the experience. You can also connect third-party tools, such as Google Analytics, so you can track the success of the Instant Experience.
What are the Negatives?
Due to the infinite creative options, it will take up a lot of time to design one of these. For a basic Instant Experience which includes roughly 8 different sections can take a minimum of 4 hours to plan and create. Creating any videos can significantly increase this time.
Facebook’s analytics are still very limited, for example, you won’t be able to see what links people have clicked on. This will have to be analysed using third-party software, such as Google Analytics.
Examples of Instant Experiences
To give an idea of the power of Instant Experiences, here are a few of my favourite examples:
Jeep have used multiple Instant Experiences linked together to create a personalised journey.
Halls have cleverly used the tilt function to create a video the person can engage with.
The Montana Office of Tourism and Business Development
This Instant Experience is a great example of how you can really show the beauty of scenery using different media types.
Try One for Yourself
Here is a link to an Instant Experience you can interact with yourself. You must open it on your mobile - https://fb.com/canvas_doc/304237846959008
Want your own Instant Experience, but don’t want the hassle of creating it yourself? Get in contact with us by using the form below or giving us a call on – 01424 868001