Facebook Canvas, are you using it?

Recent studies reflect the discontent of the users in the mobile experience. Six out of ten people do not feel that their expectations are covered when they navigate through a mobile device. Facebook has identified this lack and through Canvas, wants to give a solution to this problem taking advantage of it. And you, you know what is Facebook Canvas?

For many, Facebook Canvas is another new advertising tool made by the Californian giant. Those who think so are not wrong, but Canvas represents for Facebook much more than that. Strategically speaking, Canvas is the answer to the change in digital consumption through mobile devices, and indirectly, it also represents a response to the movement of Google launching AMP.

What is Canvas?

Branded content is a key element today. Telling something original, is taken for granted, but it is no longer enough. We must add value to our customers.

Canvas is a functionality created for brands. It pretends to be a site in which contents are shown through a storytelling that offers a great interactive experience. It is oriented to carry out Awareness or Performance campaigns, according to our interests, and its full screen page, allows to combine all types of formats: text, images, videos and links. It is focused on navigation through mobile devices, because of its touchable nature, but also allows browsing through the desktop. The user can interact with the site by making clicks by simple call to actions, sweeping or sliding the components of the page. And it also offers the option of redirecting to an external website.



Putting it in motion is very simple and intuitive, for this Facebook offers a guide where explains the process step by step. Among its most curious features is the ability to create the page filtering by devices and create a site that is only visible to tablets or mobile or even so that it can only be viewed from iOS or Android.

It costs money?

No, riding Canvas does not cost money, but by all is known that Facebook little resembles an NGO. If the giant of San Mateo brings a new functionality, it is to make you profitable. The how is simple: promoting the content. Being an intrinsic element of Facebook, it forces that the brands have to promote it so that it is seen.

What is really innovative?

How to reach the user. Consumers are making it clear that only the contributor is successful and technology is making it possible for the interests of users and advertisers to converge to create value relationships.

The old I want to reach all the people of Spain is giving way to How can I reach my micro target? Because every morning when thousands of Internet users connect to Facebook and ask: Why do I have to receive Information that does not interest me?, Advertising no longer makes sense.

What are the advantages?

For the user:

• A non-intrusive format: the appearance of a Canvas ad is like that of a Facebook ad common, that is, the user does not perceive a visual change and we do not invade his current "environment".
• Greater freedom: Canvas is a completely native format on Facebook so the loading times are noticeably shortened. So much so that Facebook claims that its charging time is up to 10 times faster than a conventional mobile website. What facilitates this? That the user can access or abandon the content as fast as you want. This not only saves time, but also data consumption and patience.
• Entertainment: the content published in Canvas is completely navigable and highly creative by its presentation form. The best? That the user can freely decide which content to consume and which to not.
• Extended information of the brand and with possibility to make purchases quickly without leaving the platform: if you like, you buy it.

For brands:

• Easy construction: creating your Canvas is a bike ride compared to building a website or a traditional landing. In addition, it does not require advanced technical knowledge and allows us to invest more effort where we really need it: in creativity.
• Engagement: Initial results show that users perceive this content more enthusiastically than other publications: Ad views are between 66.4% - 72% and 50% of people who have stayed to see 100% Of the format.
• More traffic and higher quality: faster loading times significantly reduce the loss of users who do not reach our website due to loading problems, erroneous clicks or lack of access. The average view time for Canvas ads on tests was 135.46-173.95 seconds
• Charging time is critical.

Ive started using Canvas in my ads campaign recently, its a very curious format, specially when you are designing it, its not similar to any kind of content I have ever created, have you used canvas in your strategies?