Facebook Ads come in many formats, each tailored for a specific type of ad or display device. In January 2020, 98% of Facebook users accessed Facebook using a mobile device worldwide. This represents a huge market and Facebook Ads offers a selection of ad formats specifically optimised for mobile. Read on to learn about what they are and their best uses.
Instant Experience ads are probably the ads with the most ‘wow’ factor. They are intended to be engaging and captivating, allowing the user to not just watch, but also interact with the ad. People can swipe through images and videos, click on ad elements, complete a form, view your products and more. Virtually every Facebook ad format can be included in a full-screen, captivating Instant Experience ad.
Instant Experience ads are inherently attention-grabbing, so your ad material needs to match. It should be top-notch and make people want to keep watching. Instant Experience ads are powerful but expensive and require high-quality marketing materials to be able to make the most of them.
Collections are bundles of products that open up into an Instant Experience when a user clicks on them. They work with Facebook dynamic products and require additional marketing material for the Instant Experience addition. It’s best to pick a theme for your ad and then select a range of products tied to that theme. Four products sit under a hero image that then opens up to display more, so pick your products appropriately.
Collections can work very well with the right themes and products, but as you might expect, they are only suitable for product ads.
Facebook slideshow ads allow you to tell a story with images and videos. The user is given a slideshow to scroll through comprised of 3 to 10 images and a video. Wise use of this ad format can capture and captivate users, whether you use it to tell a story or focus on selling a product. They can also help reach audiences with slower internet connections, as image slideshows load much quicker than many ad formats.