December 13, 2017

Written by Héctor Ariza

How Facebook Collection Ads Deliver Value to Brands

According to Facebook, consumers scroll through mobile news feeds 41-percent faster than desktop news feeds, which gives brands 1.7 seconds to get users’ attention on mobile. Consequently, it’s getting more difficult for businesses to engage with consumers. The recently launched Facebook Collection ad format promises to level the playing field by giving brands higher engagement rates, and a more meaningful, faster-loading user experience within the Facebook mobile app. Now that Collection has been in market, retail brands like Lowe’s Home Improvement, Adidas, and Michael Kors have reported successful applications of the format. Here’s what you need to know about Collection ads:

What Are Collection Ads, and How Do They Work?

Collection ads let brands use a combination of image, slideshow, and video to engage with consumers by allowing them to browse through the product catalog to discover new products and their features. Served exclusively on mobile devices, Collection ads appear in the news feed showing a main video or image and four thumbnails right below it. This format is very similar to an organic post with tagged products. However, a single tap on any of the pictures or video triggers a canvas, which is a full-screen experience where many more products are exhibited.

Marketers can use Collections to advertise and to encourage eCommerce. When it comes to selling actual products, there are two options:

  • The grid layout, which can show up to 50 products from their catalog.
  • The lifestyle layout, which lets users see the products in action.

The lifestyle layout provides the ability to tag products in the lifestyle images, which appear as clickable circles that viewers can interact with to see a specific product. From there, users can be taken to the company’s website or app to seamlessly complete a transaction.

Why Should Brands Use Collection Ads?

Collection ads offer an immersive way to boost brand awareness and promote product discovery on Facebook. Brands can expect not only higher engagement rates, but also lower cost per clicks and higher conversion rates. In addition to helping retailers, Collection ads  have the potential to yield outstanding results for hospitality and aviation. If you are looking to leverage your brand’s presence on social media and to influence brand consideration, contact True Interactive. We are happy to help.

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