Facebook Canvas: Business comics!

af Simon Friis

Facebook is now 12 years old, and just on the verge of becoming a teenager. It has mastered the basics: How to make friends (1,59 billion), what these friends like, and how these friends interact with each other. When one turns into a teenager these basic skills develops and expands. The world becomes bigger, feelings become more nuanced and a lot of time is spend… on looking at a smartphone! :)

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Take a look at the new and nuanced Like-botton. Recently it became Reactions! If showing your sour face to random stuff isn’t teenage-ish, I don’t know what is! Anyway… This development of features happens all over Facebook. One of the newest and most neglected initiatives is the Canvas feature – exclusively for mobile!

You might have come upon a Canvas post in your feed once in a while, often from bigger brands like SAS, Kilroy, Nike etc. However, one quick glance and it’s easy to see that not many knows the format. A lot less make use of it. That has to change! We have put together a blog post with inputs on how to get started using Facebook Canvas!

What is Canvas then?
As a soon-to-be-teenager one is not completely ready to exchange the coloring-books with poetry novels, but a Spider-man comic-book, that’s the stuff!

Same applies to Facebook! Canvas is the comics of Facebook – a series of visual content, that
immerse the viewer into a story with the purpose of guiding an action. A wise man, named Mark W. Schaefer once said:

FB canvas visualisering3

That is an extreme amount of content! For that very reason… wouldn’t it be a smart move to use all the tools available to create content… right?

That is why you should consider using Facebook Canvas.
The rise of social media put the mobile firmly at the op of the screen battle, making it the new first screen. Many transactions start on mobile devices through social media. This means that brands need to meet their costumers where they are in order to communicate, establish a connection and starting a purchase.

But! the content you create often hit a speed bump. Users are not fond of changing universe. If they are on facebook, they are reluctant to move to your brand universe (your e-commerce site, microsite etc) The problem is, the conversions happen on these sites, not on Facebook. This is where Canvas really shine. It’s build as a pocket dimension within Facebook where your brand can exist! You get a range of interactive and visual tools to make the ultimate brand-experience using your storytelling! By immersing your costumers in your branded story, you make them ready to take the plunge, hit your call-to-action and move on to your site! And a lot closer to a purchase, sign-up, download etc.

Canvas illustration-03

But how does a piece of Canvas content look like? Take a look at SAS’s Canvas post. It is a beautiful and visually compelling piece of content that tell potential customers about the SAS Plus initiative, and how this experience starts before departure. With your mobile device you go on a virtual journey into the benefits of SAS Plus. First you stop by their delicious lounge where you sit while you wait to board. Then you get to look around in their new cabin by turning your phone from side to side, and finally you watch a beautiful explainer film about the comfort of the new seats, the entertainment system and much more. The Canvas post ends with an “Order Here” call-to-action. It’s all wrapped up in the SAS brand, but the story and the message is experienced on Facebook. The post receives many positive engagements, and many users recommend SAS plus to their peers, which is precisely what content marketing is all about – creating brand advocates, but that is a blog entry for another day.

Blue_SasVideo

How to get started on Facebook Canvas:

0. You have to use Facebook’s Power Editor. If that is new to you, here is a guide:
https://www.facebook.com/business/help/162528860609436

1. What story are you telling – what is the purpose? Do you have a special service, a unique product or are you launching your business? The possibilities are endless, but the story must be short, precise and visual!

2. Make a storyboard. Think it like a comic! What catches your fans attention, what peeks their interest etc. The story must lead directly to your choice of call-to-action. Are you new to storyboarding, here is a nice 10-min read with tips and tricks:
http://www.fastcodesign.com/1672917/the-8-steps-to-creating-a-great-storyboard

3. Use the features available within Canvas! Interactive images, videos, in-flow ads, infographics, text etc. A rule of thumb: Use 3-5 full screens, or your post might get to long and tedious. Less is more!

4. Plan your Canvas posts in a larger content strategy. The images you use, the videos you create and the story you tell can with guaranty be re-cycled in other posts!

That was it for now! Thanks for your time! :)
If you stumble upon cool examples of Canvas, throw them my way on friis@kadaver.dk!

Last, but not least! If what we do here at Kadaver peeks your interest! Give my colleagues Catrine, 4148 7410, or Søren, 26 22 57 86 a call! They are awesome and always up for a chat!
Or stop by Wilders Plads 5, 1403 København K! We will pour you a cub of coffee or tea!

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