Your Guide To Making Facebook Instant Experience Ads

Your Guide To Making Facebook Instant Experience Ads

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See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

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Read the transcript of this episode of Giant Wednesday... 👇

Let’s say you’ve conquered Facebook’s carousel ads… and you know a thing or two about running a text-based, single image and video ad… 

You’re ready to try something new, and take your Facebook and Instagram ads to a whole new level. 

Welcome in the Instant Experience ad format – the one that pieces together all that you know into a visually impressive and highly engaging ad type.

Get ready to experience something new in this week’s episode of GIANT Wednesday.


Hi, I’m Ben from Sleeping Giant Media and I’m here today to explain to you why instant experience ads could be the perfect fit for your social media strategy and walk you through the steps to make them.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week!

Instant Experience ads are a full-screen immersive experience, all in one advert. 

When someone clicks your ad on a mobile device, the ad will open and allow you to visually highlight your brand, products or services – giving you the space to tell a story and create a path for potential customers.

Now when it comes to advertising on Facebook or Instagram there are plenty of options available to you. Assuming you are setting up your ads on Business Manager that is. 

Video and single image ads are some of the more common variants and combined you can make some pretty cool Carousel ads

But if you want to tell a story with your ads, or add a bit more of a creative spin that gives your audience more information and a more interactive user experience then instant experience may be the ad format for you. 

 Now some of you that have been in the marketing game for a long time, may have already heard of Instant Experiences by its previous name, Canvas ads.

Facebook rebranded Canvas ads and have continued to add new features, making it much easier to customise your ad to your desired outcome. 

Want more sales? You can add multiple products in an immersive shopping experience, all without leaving Facebook which of course, the platform prefers.

Want to tell a story to your audience with a selection of your company’s newest video ads? Well, you can do that too.

One of the best things about Instant experiences is that not too many people are using them! That means if you spend a little time putting together your ad, you can easily stand out from the crowd. 

Whilst you’re here to learn about instant experience ads, I’m going to break down the ‘how to’ into four steps and share my three top tips for making the experience, effective.


Step 1 – Building out a Facebook Instant Experience ad


First things first, head to your Facebook ads manager and click create ad. 

Then you’ll need to choose a campaign objective. But, only a few will allow you to set up instant experiences SO make sure you pick one of the following objectives which will scroll down the screen….. Now. Thanks, editor. 

Traffic (website clicks and app engagement)

Brand Awareness


Engagement (post engagements)


Video Views

Store Traffic

App Installs


Step 2 – Set up your ad’s audience & budgets

Once you’ve chosen your objective go through and set the levels as you normally would – picking your audience, budget, schedule and more.

We’ve got advice on setting up lookalike audiences if you fancy that too! 

And now to move on to the creative.


Step 3 – Building your Instant Experience

Once you are in the ad stage of setup you need to choose your ad format and tick the little box under them saying to add an instant experience.

Easy peasy. Now it’s time to get creative.

On your screen, you will be presented with a number of templates you can choose from.

I suggest you choose one that matches your business and desired outcome, or, if you’re more creatively inclined, you can choose to make your own from scratch. 

You can customise pretty much every part of your instant experience, from the text to the buttons, to the images and the call’s to action, all the way through to the maps and product catalogues.

Lot’s of things, so make sure to have a play around until you have something you’re happy with.

To help make sure you get the most of your instant experience ads, here are my top tips. 


1. Vary the components in your format

When creating an instant experience you can use a variety of options to turn a standard format to one which perfectly reflects your brand.

Not only are there options for photos and videos, but you can also add a map with your location, swipeable landscape images and videos you can pan across, and, more recently, AR filters!

Get creative with your ads and use the large amount of customisation options available to make something that truly encapsulates the objective of your ad.


2. Make sure your Pixel is set up and working

Your Facebook Pixel will provide you with really important information about who is visiting your webpage after seeing your ads

This kind of information allows you to tailor future ads based on your previous visitor’s actions.

This is especially useful for e-commerce ads, as you can automatically include products that your customers have been looking at, or you want to promote. 

If you want to learn more about Facebook Pixel, leave us a comment.


3. Split test your formats. 

With so much to customise on your instant experience ads, it is easy to get lost in the details and not know which elements are turning off any potential customers.

Testing a number of different instant experience ads in the same campaign will help to hone down your formats and get the best end results. 

Split testing these can be as simple as different coloured fonts, different imagery, different calls to action or different templates entirely. 

So those were my top 3 tips for creating a great instant experience. 

The format allows you to create some truly unique ads to place in front of potential customers, as well as allowing you much more opportunity to wow them from the offset. 

Get out there, create some awesome formats and tell us about your experiences in the comments below

If you have any more advice, or if you think we’ve missed anything…  or maybe just want to hit us with a ‘yasss queen’  – make sure you leave a comment and let us know!

Here’s today’s Giant CheatSheet on this topic – click the link in the description to download it, or just take a screenshot if you’re on mobile!

As always, make sure you subscribe to our channel for more great content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

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