> Quick answer: Instant Experience ads are full-screen mobile ads that load 15x faster than mobile websites. In Ads Manager, choose an eligible objective, select your hook format, enable "Add an Instant Experience," pick a template, add assets, configure tracking, and publish.
What Is a Facebook Instant Experience Ad?
Per Meta's Business Help Center, Instant Experience (formerly Canvas) is a full-screen, post-click destination that loads nearly instantly from ads in News Feed. It runs on both Facebook and Instagram with identical specs and workflows.
Full-screen, mobile-first format
The full phone screen fills with your content. Images, video, text, and buttons combine in one scrollable experience. No browser. No load delay.
Loads 15x faster than mobile websites
Meta reports a 15x speed advantage over standard mobile websites. Fifty-three percent of users view at least half the content. That's strong engagement for a paid format.
Cross-platform (Facebook and Instagram)
One build, two placements. Specs and workflows are identical on both platforms.
Ideal for retargeting engaged audiences
Instant Experiences perform best on warm audiences who already know your brand. For cold traffic, simpler formats usually win.
Campaign Objective and Format Prerequisites
Check eligibility before building. Not every objective supports Instant Experience.
Eligible campaign objectives (Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Catalog Sales, Store Traffic)
All eight of those objectives unlock the Instant Experience option at the ad level. If your chosen objective isn't on that list, the option won't appear.
Choose your hook format (single image, video, carousel, or collection)
The hook is the ad unit users see in feed before tapping. Pick from single image, video, carousel, or collection. Your hook opens the full-screen experience on tap.
Placement availability by format
Instant Experience runs in Facebook and Instagram feeds. Available placements vary slightly depending on which hook format you choose.
Step-by-Step: Create Your Instant Experience Ad
Six steps, all inside Meta Ads Manager.
Step 1: Set up campaign, budget, and audience in Ads Manager
Open Ads Manager and create a new campaign. Select one of the eight eligible objectives. Set your budget, schedule, and audience targeting before moving to the ad level.
Step 2: Select ad format and enable 'Add an Instant Experience'
At the ad level, choose your hook format. A checkbox labeled "Add an Instant Experience" will appear below the creative options. Check it.
Step 3: Choose a template or build custom
Four pre-built templates appear: Customer Acquisition, Storytelling, Instant Lookbook, and Instant Storefront. Select one based on your goal. Choose "Custom Instant Experience" for full layout control.
Step 4: Add components (images, videos, text, buttons)
Drag in your assets. Combine images, video clips, text blocks, and product sets. Every Instant Experience must include at least one action button.
Step 5: Configure tracking and link
Add your Meta Pixel for conversion tracking. Set destination URLs for each button. External links take users off-app to your site or Facebook Shop.
Step 6: Review and publish
Preview the experience on a mobile screen. Confirm every component renders correctly. Submit for review and publish when ready.
Image and Video Specifications
Spec compliance affects display quality and delivery volume. Per Meta's Ads documentation, follow these asset requirements.
Image specs: 1080x1920px, PNG/JPG, max 20 images
Recommended resolution is 1080x1920 pixels. PNG or JPG only. A single Instant Experience supports a maximum of 20 images.
Video specs: 720p+, MP4/MOV, unlimited videos (under 2 min total)
Minimum 720p resolution. MP4 or MOV format. Add as many video clips as you need, provided total runtime stays under 2 minutes.
Aspect ratio requirements (9:16 to 16:9)
Aspect ratio can range from 9:16 (portrait) to 16:9 (landscape). Portrait fills the screen most effectively for immersive mobile viewing.
Text limits (125 characters for headlines, up to 500 per text block)
Captions and headlines cap at 125 characters. Each text block component allows up to 500 characters.
Tilt-to-pan feature (max 3240px wide recommended)
Tilt-to-pan lets users tilt their phone to reveal a wider image. Images up to 5400px wide are supported. Meta recommends staying at 3240px or below for reliable rendering across devices.
Available Templates and Use Cases
Each template is pre-structured for a specific outcome. Pick the one that matches your campaign goal.
Customer Acquisition (lead gen and sales)
Combines imagery, copy, and a strong CTA to drive conversions. Best for bottom-of-funnel retargeting and direct response campaigns.
Storytelling (narrative and newsletters)
Scroll-driven narrative layout. Use it for brand stories, product launches, or editorial-style content that needs room to breathe.
Instant Lookbook (ecommerce showcase)
Pairs lifestyle images with direct product links. Strong fit for fashion, home goods, and lifestyle brands showcasing a collection.
Instant Storefront (product grid and browse)
Displays a browsable product grid pulled from your catalog. Ideal for retargeting shoppers who visited your site and didn't convert.
How Coinis Speeds Up Instant Experience Creation
Building an Instant Experience means sourcing multiple on-spec assets before you open Ads Manager. Coinis cuts that prep time significantly.
Image Ads: Generate hero images for your hook
Paste a product URL. Coinis's Image Ads workflow generates on-brand hero images built for high-impact hook creatives. No brief, no back-and-forth.
Smart Resize: Auto-fit images to Instant Experience specs
Use Revise's Smart Resize to auto-fit any image to 1080x1920px or any other required dimension. No manual cropping. No re-exporting.
Creative Library: Store and organize assets for reuse
Every generated asset saves to your Creative Library. Pull components into new Instant Experiences without rebuilding anything from scratch.
Brand Profile: Maintain consistent tone across components
Brand Profile stores your fonts, colors, and brand voice. Every headline, text block, and button copy stays on-brand automatically.
Or let Coinis do it.
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Frequently Asked Questions
Which campaign objectives support Facebook Instant Experience ads?
Eight objectives support Instant Experience: Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Catalog Sales, and Store Traffic. The option appears at the ad level once you select an eligible objective.
How fast do Instant Experience ads load compared to mobile websites?
Meta reports that Instant Experience ads load 15x faster than standard mobile websites. Because the content loads within the Facebook or Instagram app, users don't wait for an external page to open.
Can I run an Instant Experience ad on Instagram as well as Facebook?
Yes. Instant Experience specs and workflows are identical on both platforms. One build covers Facebook and Instagram feeds with no changes required.
What is the maximum number of images allowed in a single Instant Experience?
A single Instant Experience supports up to 20 images. The recommended resolution is 1080x1920px in PNG or JPG format, with an aspect ratio between 9:16 and 16:9.