Facebook Ads is always coming out with new and exciting ways to interact with your customers and drive both engagement and conversions. Image carousel ads and lead ads are two strong examples of this, each of which serves different purposes for marketers. With image carousel ads, you can tell a story or feature multiple products; lead ads are designed to get as much lead information as possible.
Facebook Canvas is the newest feature that’s just recently been mass-rolled out to businesses and advertisers, and it’s definitely different from what we’re used to.
What Is Facebook Canvas?
Straight from the mouth of Facebook: “Canvas is an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products.”
In other words, it’s a type of interactive content that businesses can create. One option, for example, features an image with a tag that says “Tap to Open.” Once users click on it, the picture will take them to a full-screen ad which has multiple slides that they can scroll through. Each screen, if you choose, can have a clickable link to take users to your site, and you can have a very simple call to action like “click to shop now.”
Canvas is designed to help businesses tell a narrative that consumers will enjoy and is also productive for their business. They’re also highly customizable.
Canvases can be viewed only by users who are actively using their mobile devices and works on both iOS and Android.
Why Use Facebook Canvas?
Facebook Canvas posts and ads are different, and they’re interactive. They’re different than any other type of content we currently see on Facebook, which makes them more interesting to users.”
A few months ago, I saw a Facebook Canvas ad from Universal, and even though I didn’t know what it was at the time, it caught my attention enough that I took a screenshot of it to research later. That screenshot is pictured in the right.
Canvas is currently a mobile-only experience and is designed for users to continue to swipe through what I call “pages” or slides of content within a single canvas (much like scrolling down in an article, which takes you away from your Newsfeed but keeps you within the Facebook app).
This is significant because:
78% of Facebook Advertising revenue comes from mobile ads.
Out of the estimated 1.9 billion monthly users currently on Facebook, 1.19 billion access this platform on their mobile devices, with 581 of those users being mobile-only users.
75% of Facebook’s video views come from mobile.
These statistics show us that mobile usage is increasing, and that finding new ways to connect with mobile users can help businesses and the success of Facebook Ads.
Canvas helps advertisers achieve any objective by giving businesses a fully customizable digital space on which to build multimedia stories. Canvases open from Facebook ads in News Feed to reveal a full-screen experience where advertisers can use a mix of video, still images, text and call-to-action buttons to build beautiful and effective brand and product experiences on mobile.
Within a Canvas, people enjoy moving through digital stories easily. They can swipe through a carousel of images, tilt to view panoramic images and zoom in to view images in detail, making the Canvas experience immersive and engaging in a way that mobile sites aren’t. And Canvas uses the same technology that makes photos and videos load quickly on Facebook, so it loads as much as 10 times faster than the standard mobile web.
Facebook Canvas also allows us to add more segments of information (text, images, videos, and CTAs) on a single post or ad, making them even more valuable. You can highlight more products, showcase more use cases of a single product, or use Canvas to tell a narrative that will keep your audience engaged and help build brand rapport.
Benefit When Using Facebook Canvas
Facebook Canvas is ideal for consumer-facing brands where emotion tends to play a bigger part in successfully establishing a brand in your customer’s psyche.
The interactive media, delivered at hyper-speed, make Canvas the perfect way to introduce people to new people to brands, new product lines, and other new offers.
Early signs point to Canvas significantly increasing mobile engagement. Give you a chance to get your message across before the user is on to the next one.
Canvas offers the ability to incorporate a single, clickable CTA, browse products and view individual ones in detail before clicking a button to purchase on their website.
A Better Way To Tell Your Brand Story and Promote Your Products
Canvas enables you to shorten the distance between your message and the customer. It loads instantly, is mobile-optimised and is designed to capture the complete attention of your audience. With Facebook Canvas adverts, people can watch engaging videos and photos, swipe through carousels, tilt to pan and engage with lifestyle images with tagged products – all in a single advert. They won't just view your story, they'll become part of it.