Meta’s Instant Experience for Automotive Lead Generation

Instant Experience (previously known as Canvas) is a highly engaging content format unique to Meta. 

It's perfect for storytelling and influencing leads to build an emotional connection with your vehicles–critical to a successful automotive marketing strategy. 

What is Instant Experience on Meta?

Instant Experiences work best to visually highlight your vehicles and brand.

When a user taps on your ad attached to an Instant Experience, it opens up a vertical, full-screen, immersive experience on Facebook and Instagram. 

Users can view videos and images, and swipe through carousels to explore your vehicles all within the Instant Experience. They can also click on CTAs leading to your website or landing pages. 

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Vauxhall ran a series of Instant Experiences focusing on its electric vehicle (EV) range. The brand used the format to educate leads, bust misconceptions about EVs and compare vehicles. 

The campaign worked well, seeing a 2.2-point lift in action intent for people considering a Vauxhall EV as their next purchase. 

Source: Vauxhall Motors, Facebook

Skoda used Instant Experience to let interested buyers configure their vehicle, Karoq, in an interesting and interactive way. 

Source: Punctum 

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Instant Experience is already optimised for mobile and different mobile devices (cross-device optimisation). As a result, it loads up to 15 times faster than standard mobile web. 

Instant Experiences also grab eyeballs and keep users interested with their unique format. 

Users are encouraged to take action without leaving the platforms (Facebook or Instagram). This improves the user experience and conversion rate. 

You can link two or more Instant Experiences to include more content than other ads or posts. 

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1. In Meta Ads Manager, click Create 
2. Select an objective that supports Instant Experiences (for lead gen, you could use Engagement or Leads). Click Continue
3. Add campaign details, budget, audience, placements and optimisation 
4. Under Identity, select the Facebook Page and Instagram account 
5. Under Ad Creative, choose from Single image or video, Carousel and Collection 
6. Choose Instant Experience under the Destination 

Source: Crazy Eye Marketing

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7. Create New template or Use existing one
8. Choose between new templates for Customer Acquisition, Sell Products, Storytelling and Custom Instant Experience

Source: Crazy Eye Marketing

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9. Name the Instant Experience. Add and arrange the components–buttons, carousels, photos, videos, text blocks, etc. 

Custom Instant Experience Components (Source: Crazy Eye Marketing)

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10. Click Save and Preview
11. Hit Finish and Publish your ad.

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