What Are Instant Experience Ads on Meta?

Think of an instant experience as a mobile landing page that lives inside Facebook or Instagram. The ad in the feed looks like a normal image, video, carousel or collection; the tap opens a full-screen layer you designed, instead of sending people straight to a website. Meta says it loads instantly and expands to full screen.

What can you put in an instant experience?

Meta says you can build one from a template or as a custom layout, and guide people through it with descriptive text, creative elements, buttons and links. Inside it, people can:

Action	Notes from Meta
Watch videos	Videos autoplay with sound off and loop automatically
Swipe through photos in a carousel	Separately, a carousel ad that contains video can’t use an instant experience
View products from your catalog	Some templates connect to your catalog; the storefront template needs products available in it
Explore images with tagged products	Product tagging isn’t compatible with Instagram
Tap buttons to other web pages	You can also link 2 or more instant experiences together

Meta adds that the instant experience only supports ecommerce catalogs. Choosing an auto, real estate or travel vertical causes an error.

Which objectives and placements support it?

Meta lists six objectives: Awareness, Traffic, Engagement, Leads (with a website or app as the conversion location), App promotion and Sales. Your objective also decides which templates you can use. With Traffic, taps that open the instant experience count as link clicks in reporting and in any billing based on clicks.

Placements depend on the ad format, and all of them are on mobile devices only:

1. Use single image or video for Facebook feed, Marketplace, group feed, Stories and search results, plus Instagram feed, Stories and Explore.
2. Use a carousel for Facebook feed, Marketplace, Stories and search results, plus Instagram feed and Explore.
3. Use a collection for Facebook feed and Marketplace, plus Instagram feed and Explore.

What design rules should you know?

• Images use the full width of the screen by default: 1080 pixels wide, 1920 pixels high at full height.
• Videos need a minimum of 720 pixels and MP4 or MOV format. If two videos are on screen at once, only the first plays.
• Fonts are limited. To use another font, save the text as an image and add the image.
• Layouts can look different on devices with different aspect ratios, so Meta suggests testing several. Some advertisers build separate versions for iOS and Android.
• You can’t finish while red validation errors remain.

How do you measure it?

After the ad runs, Meta offers instant experience metrics such as instant experience view time and view percentage. One change to know: starting in June 2025, instant experiences no longer count as a landing page view.

FAQ

Can I add a call-to-action button to an instant experience ad?

No. Meta says that when you add an instant experience to an ad, you can’t add a call-to-action button, because the experience is mobile-optimised and opens when people see the ad in their feeds. Buttons go inside the instant experience itself instead.

Why isn’t my instant experience showing on desktop?

Because it can’t. Meta says the instant experience isn’t available on desktop, and ads with one only appear on mobile devices. Make sure your audience includes people on mobile devices, or the ad has nowhere to deliver its full-screen experience.

Can I post an instant experience organically?

No. Meta says that to publish an instant experience you have to attach it to an ad. You won’t be able to include one in an organic post from your Page, so it’s a paid format only.