Facebook Canvas is a relatively new tool that has been made available to us. Many social media managers and brands have been able to grasp its potential, while most people are not even aware of its existence.
Most Facebook users will have seen a canvas on their wall at least once, even if they probably didn’t notice it by swiping their finger quickly on the screen of their smartphone.
We have seen many brands, especially car manufacturers, use this platform with varying degrees of success. I took a look at some of those successes and failures to find the key ingredients for success on the Facebook Canvas.
Plan your story
Knowing what you want to say in the Facebook Canvas is vital. Remember that you are trying to tell a story on a social network where attention spans are limited to the maximum, so it must be studied and created to make sure that the story you want to tell is fast and immediately catches the attention.
Many companies will think they don’t have a particular story to tell or an experience that works well with their brand. However, even the most seemingly mundane product and brand stories have anecdotes or curiosities that can be shared with the world. This is the principle of storytelling that must be applied on the Facebook Canvas.
The Facebook Canvas modules
The canvas uses a series of drag and drop modules to help tell your story with minimal effort. One benefit is simplicity (half of Facebook’s canvas ads are built-in under ten minutes).
Of course, this doesn’t take into account the time and cost of creating tasks (such as pre-publication research and study), but once we have all the content ready, building the canvas is extremely simple.
Each module offers you several creative licenses. With the video module, for example, you have up to two minutes of video available to insert on the canvas.
And, of course, call-to-action forms are extremely important to any Facebook Canvas campaign (and more …). These will facilitate the continuation of the customer acquisition process, encouraging him to deepen, or to proceed in filling out forms (lead generation) or take him to a purchase or booking page.
Just stick with the text
As I said earlier, we live (unfortunately) in an era where attention spans are limited. Being tight and going straight to the point is essential to be able to capture leads and potential customers.
You need to focus on using multimedia content to tell a story and, above all, to keep a user’s attention focused. The text undoubtedly has a fundamental place in the general message, but it must be used intelligently and effectively.
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Use tools in a balanced way
Always try to make sure that the forms you use to tell your story are consistent with the message you want to convey. It is useless to use 5 calls-to-actions or 20 photos; you risk confusing the prospect.
Facebook Canvas, as mentioned at the beginning, is a rather new and little-known platform. As a result, it’s never easy to figure out what works and doesn’t work for your business on the fly.
For every canvas campaign that has succeeded, there have been many more that have failed. With so many different ways to tell a story, try and experiment with different creative approaches. The A / B test can give you some valuable information about which strategy is best to use.
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