What is collection ads?
Collection ads are a mobile-first ad format on social media that combines a hero image or video with multiple product listings, offering a seamless shopping experience.
Key points
- Mobile-first format for social media platforms.
- Combines a hero image/video with multiple product listings.
- Offers a seamless, full-screen instant shopping experience.
- Designed to shorten the path from product discovery to purchase.
Collection ads are a powerful advertising format primarily used on social media platforms like Facebook, Instagram, and Pinterest. They are designed to create a smooth, immersive shopping experience for users on their mobile devices. When someone clicks on a collection ad, it opens a full-screen, instant experience directly within the social media app, allowing them to browse multiple products or services without leaving the platform.
This ad type typically features a prominent hero image or video at the top, followed by a grid of product images. Each product image links directly to its respective product page on the advertiser's website. The main goal of collection ads is to shorten the path from product discovery to purchase, making it easier and faster for potential customers to find and buy items they are interested in.
Why collection ads matter
Collection ads are highly effective for businesses, especially those in e-commerce, because they address several key challenges in mobile advertising. First, they reduce friction in the customer journey. Instead of clicking an ad and being redirected to an external website that might load slowly, users get an instant, engaging experience. This keeps them on the platform longer and makes browsing more enjoyable.
Second, they are designed for discovery. The combination of an engaging hero visual and multiple product listings allows users to explore a range of items that might appeal to them. This can introduce customers to products they didn't even know they needed. Finally, collection ads are optimized for conversion, making it simple for users to move from browsing to adding items to a cart or making a purchase.
How to create effective collection ads
Crafting a successful collection ad involves a few key elements to ensure it captures attention and drives results.
Compelling hero visual
The main image or video at the top of your collection ad is crucial. It should be high-quality, visually appealing, and relevant to the products displayed below. A strong video can tell a story, demonstrate product use, or showcase lifestyle, drawing users in immediately.
Relevant product catalog
Ensure your product feed is accurate and up-to-date. The products displayed in the grid should be directly related to the hero visual and what you are trying to promote. Grouping similar items or products that complement each other can enhance the user's browsing experience.
Clear call to action
Every collection ad needs a clear and concise call to action (CTA). This could be
Real-world examples
Fashion retailer's seasonal lookbook
A clothing brand runs a collection ad featuring a video of models wearing their new spring collection. Below the video, individual product images for each outfit shown are displayed, allowing users to click and buy specific items instantly.
Home decor inspiration
An online furniture store uses a collection ad with a beautiful hero image of a styled living room. Underneath, several products from that room (sofa, coffee table, rug, lamp) are listed, making it easy for customers to recreate the look.
Common mistakes to avoid
- Using low-quality or irrelevant hero visuals that fail to capture audience attention.
- Not linking to a well-organized or accurate product catalog, leading to broken links or incorrect product pages.
- Overloading the collection with too many unrelated products, which can confuse users and dilute the ad's focus.