15 Oct 3 Reasons You Should Test Facebook’s Instant Experience Ads
Have you tested Facebook’s most innovative ad format, Instant Experience ads? If they don’t sound familiar, you may know them better as Canvas ads. Facebook renamed the format a few of months back to give a little more detail around what the ad actually does. They also added a few features, making the format even more lucrative for advertisers. There’s a few reasons that these ads are worth trying out; see below for 3 big ones.
Tell Your (Whole) Story
Ever been frustrated with trying to craft a Facebook post to convey a whole idea? Best practices tell us not to use too many words in a social post and not to put too much text in our images – so how do marketers tell the story of their brand? That’s where Instant Experience ads excel. The format lets advertisers build what is essentially an in-app microsite, complete with images, videos, product sets – even lead generation forms. They are great for explaining a campaign, demonstrating products & their uses, or presenting lists. If you have a more complex idea or concept that you’d like to share on Facebook, Instant Experience ads are worth checking out.
Get Creative
Due to the variety of elements available for use in Instant Experience ads, marketers can let their creative juices flow. From images to videos to carousels, you can put a lot more into your ad than a standard link or image ad normally allows. The Instant Experience ads are built in a special section of Publishing Tools on the profile, or in Creative Hub before being imported into an ad account. The interface for creation is well-done; users can add components with a few clicks, all while previewing the ad as it comes to life. This makes it easy from a design standpoint, as making changes usually only takes a few minutes. Check out best in class examples here.
Engage Your Audience
Thanks to the variety of components within the Instant Experience ads, audience engagement with them can be impressive. One major benefit of the ad type is that Facebook provides some specialized reporting due to the ad’s unique nature. Analytics like “Canvas View Time” tells you the average total time in seconds that people spent viewing your ad, a great measurement for how much interest your ad generated amongst your audience. Since you can add so many interesting elements, don’t be surprised to see high time spent with the ad!
Need more information on Facebook’s latest offerings? We stay in the know. Contact us today to learn more.
