Do I still need a landing page if I use Facebook Canvas?
Last February, Facebook officially launched Canvas, “A new space for big ideas on Facebook”. Mobile only, the ad format promised an immersive and expressive experience on Facebook, put at the service of brands to tell their stories and showcase their products.
While the format has just been officially launched, Facebook canvas was presented to creatives at Cannes Lions 2015, and the first brands started testing it in September.
Is it an ad? Is it a landing page?
It’s a supercharged storytelling ad format that can very well work as a storytelling landing page for your mobile campaigns. It’s fast, it’s visual, it’s memorable and non-intrusive. From a technical point of view, it’s code-free and offers enough data to understand consumer interactions within the piece.
In some cases, it can substitute the concept of a landing page, but your campaign will still need one if you want to reach users on desktop, if your objective is lead generation or if you need to include more than one CTA.
So, generally speaking, your campaign probably still needs the landing page. But Facebook Canvas is a very powerful way to inspire users through stories, and might very well work as a prelude to the final CTA.