Telling a story and showing related products, all in a single ad – that’s the strength of the new ad format available via Facebook Ads: Collection. Following the launch of the Carrousel and Canvas formats, Facebook is continuing to create ever more immersive ads to create unique brand experiences.
Available only on mobile, the Collection format, like the Canvas, occupies most of the user’s screen. Its purpose is to be browsed, and to increase the time the ad is visible. But it goes further than previous formats, allowing advertisers to offer their products directly on Facebook. The time spent on the advertiser’s site is thus shortened, avoiding certain problems with mobile display or page loads.
When browsing this new format, the user is first led to view a photo, or better still, an opening video inspired by the brand’s universe. Below this, four product visuals are immediately visible. Clicking on one of them takes you to your product collection. Up to 50 different products can be displayed directly on Facebook. All the user has to do is click on the desired product to be redirected to the merchant site.
To take full advantage of Collection, you need to imagine the opening video as a way of inspiring your audience, drawing them into the brand’s universe, and making them want to buy the products it shows. The product selection completes the experience initiated by the video.
All that’s left to do is to imagine the multiple applications to different audiences that can be achieved using the Collection format: presentation of new collections, thematic seasonal selections, promotional operations, and so on. The experts at our Facebook advertising agency are here to help!
