Take your Facebook Ads to the next level with the Instant Experience
Take your Facebook Ads to the next level with the Instant Experience. An Instant Experience within Facebook Ads offers an advanced way to promote your brand or products without users having to leave the platform. This guide helps you understand which types of campaigns are available and when to use them, with a step-by-step explanation of how to set up your own Instant Experience.
What is an Instant Experience?
An Instant Experience is an advanced campaign type within Facebook Ads that you can use for both lead generation and e-commerce. This type of campaign works best if you already have some experience with Facebook Ads and your account has built up conversion data. It is important to set aside extra budget for this campaign.
Why choose an Instant Experience?
With an Instant Experience you bring customers into a separate environment within Facebook, without them having to leave the platform. It provides a bridge between your brand experience and Facebook, which results in higher engagement. Users click on these ads more readily because they are not sent straight to an external website. There are four different types of Instant Experience templates:
Storytelling (TOF for lead gen)
This campaign is perfect for introducing your brand or service. Use photos and videos to tell your story: who you are, what you do and why your service offers a solution. This is a brand awareness campaign, not aimed directly at conversions.
This campaign is perfect for introducing your brand or service. Use photos and videos to tell your story: who you are, what you do and why your service offers a solution. This is a brand awareness campaign, not aimed directly at conversions.
Customer acquisition (BOF for lead gen)
Encourage action for lead generation with visual content and supporting text. Expect a good number of click-throughs to your website.
Encourage action for lead generation with visual content and supporting text. Expect a good number of click-throughs to your website.
Lookbook (TOF for e-commerce)
Introduce a new collection and show how your products are used in practice. Focus on atmosphere and themes, similar to a lookbook. Ideal for branding or rebranding.
Introduce a new collection and show how your products are used in practice. Focus on atmosphere and themes, similar to a lookbook. Ideal for branding or rebranding.
Storefront (BOF for e-commerce)
Focus on product purchases with a visually appealing catalogue. Use specific product images and make sure your shopping feed is linked to the campaign.
Focus on product purchases with a visually appealing catalogue. Use specific product images and make sure your shopping feed is linked to the campaign.
In addition, Facebook gives you the option to set up your own custom Instant Experience. You can tailor it completely to your brand experience. Think of different buttons, carousels, and so on.
Best practices for setting up an Instant Experience
This is not a campaign type you set up without a clear goal and a clear strategy. Below are a few best practices to make your Instant Experience a success.
- Think carefully in advance about the message you want to convey with the Instant Experience
Do you want to introduce people to your company, or highlight a new collection? Adapt your content accordingly, and look for images that fit together. If you set up a Lookbook or a Storytelling experience, use images that show your product or service ‘in action’. So a car driving through the streets, or a beautifully laid table when it comes to tableware.
- Add visually appealing content
Visual content is the key to a successful Instant Experience. Use high-quality images and videos that capture the essence of your brand. A video usually works best at the top, to draw more attention. Make sure the visuals are consistent with your brand identity, such as colours, logos and style. Also consider interactive elements such as carousels or 360-degree videos to enrich the user experience.
- Write persuasive copy
Besides visual content, persuasive copy is crucial. Keep your copy short and punchy, and make sure it fits your brand. Use calls to action (CTAs) that make clear what you expect from the user, such as “Discover more”, “Shop now” or “Sign up”.
- Test and optimise
You can also work with multiple Instant Experiences in one campaign. Test with audiences, content, placements and other optimisations.
Steps to set up an Instant Experience
- Create a new campaign.
- Choose Sales as the campaign objective.
- Fill in the campaign and ad set settings.
- In your ad settings, choose: Catalogue.
- Under format, select: Collection.
- Choose Dynamic Selection under Ad creative, and write your primary texts and headlines.
- Under Destination, choose Instant Experience. Here you can pick an existing one or create a new one.
- Choose the type of Instant Experience you want to create and personalise it further.
At BE Digital we understand that setting up a successful Facebook Instant Experience can be challenging. If you need help putting your campaign together or would like to outsource the entire process to us, we are ready to help. Let’s work together to take your Facebook campaigns to the next level! Get in touch with us, no obligation.