Using Facebook’s Rich Creative Instant Forms for Effective Lead Generation

If you want to negate the time and expense (=pain!) of setting up a landing page for your Meta lead generation campaign, Facebook’s Rich Creative Form Type within Meta Ads Manager is a game-changer.

The “Rich Creative Form Type” setting in Facebook Lead Ads allows advertisers to include more dynamic and engaging content in their lead generation forms. You’re likely familiar with the standard lead forms on Facebook, which are pretty straightforward with text fields and maybe an image.

With the Rich Creative Form Type, you can take this a step further. It lets you incorporate things like carousels, videos, or even more elaborate layouts into the form itself. The idea is to make the lead generation process not just a formality but a part of the user’s experience. By engaging the user with more interactive content, you potentially increase their interest and commitment level, which can lead to higher-quality leads.

Understanding the Rich Creative Form Type

The Rich Creative Form Type is an advanced feature within Facebook Lead Ads. This new instant form, introduced by Meta, allows marketers to create more engaging, interactive forms by integrating dynamic content like carousels, videos, and custom layouts. This feature stands out in its ability to transform the lead generation form from a simple information capture tool into a part of the user’s experience.

Why Rich Creative Form Type Is Ideal for SMB Marketers

1. Enhanced Engagement: Interactive elements capture users’ attention, increasing the likelihood of them completing the form.

2. Storytelling Opportunity: The feature allows SMBs to tell their unique story, making the ad more relatable and memorable.

3. Cost-Effective Landing Page Alternative: Building and maintaining a landing page can be resource-intensive for SMBs. Rich Creative Form Types offer a more budget-friendly solution within Facebook’s ecosystem.

4. More Qualified Leads: The engaging nature of these forms can lead to more qualified leads, as users are more invested in the content.

Step-by-Step Guide to Using Rich Creative Form Type

Step 1: Setting Up Your Campaign

Begin by creating a new Lead Ad campaign in Facebook Ads Manager. Select ‘Lead Generation’ as your objective, ensuring your campaign setup aligns with the goal of capturing qualified leads.

Step 2: Designing the Form

In the ad setup, choose to create a new form and select ‘Rich Creative Form Type.’ This opens up various creative tools and elements for your form design, focusing on capturing essential contact details.

Step 3: Incorporating Creative Elements

With Rich Creative forms, you have the option to include 4 sections. These are sections you’d typically include on a high converting landing page and are as follows:

How it Works – Step by Step Section

This is displayed as a step-by-step section which can be named:

• How it works

• Get started

• More about us

• How different are we

• or Highlights

Add steps to let the user know how your product or service works.

Products Carousel

In the “Products” section, you can add carousel images of your product or product features. You also have the option to rename this section as per the dropdown shown in the image above.

Social Proof Carousel

As it says on the label, here you have the opportunity to add a carousel with social proof such as Review, Accredited by, Certified bu and “In the news”.

Incentives

Here you can add extra incentives such to encourage people to continue filling in your lead form on the next screen.

Step 4: Content Creation Tips

Craft content that is clear, engaging, and directly speaks to your target audience. Ensure consistency in messaging and style with the rest of your ad.

Use the File Download Option to Deliver Lead Magnets

In this example, I’ve used our Facebook Audience Targeting guide as a lead magnet. You can give people the opportunity to download a PDF, PNG or JPEG (up to 10MB) once they’ve shared their details. Given most people are on mobile devices, I suggest you also email them the document. You can do this using our lead form autoresponder feature.

Step 6: Testing for Success

Implement A/B testing with different form versions. Focus on metrics like form completion rate and lead quality to gauge performance and qualify leads by filtering out unqualified prospects.

Rich Creative Instant Form Example (video)

Here’s how the example above would look in out in the wild (in people’s Facebook and Instagram feeds.

Best Practices

1. Simplicity is Key: While creativity is important, the main goal is to capture lead information efficiently. Avoid overcomplicating the form.

2. Understand Your Audience: Tailor your form to reflect the interests and preferences of your target demographic.

3. Strong CTA: Your call-to-action should be clear and prominent, guiding users through the form completion process.

4. Mobile Optimization: With the majority of Facebook users on mobile devices, ensure your form is mobile-friendly.

5. Leverage A/B Testing: Test different versions to find what resonates with your audience and yields the best results.

Rich Creative Form Benefits

• User Engagement: The interactive nature keeps potential leads more engaged, which is crucial in a crowded digital space.

• Cost-Effectiveness: This feature offers a budget-friendly yet powerful solution for lead generation, which is essential for SMBs with limited resources.

• High-Quality Leads: Attracting engaged users often translates to higher quality leads, reducing time and resources spent on unqualified leads.

• Brand Consistency: Using Rich Creative Form Types ensures a seamless brand experience within the Facebook ecosystem, enhancing brand recall and trust.

• Valuable Insights: Facebook’s analytics provide deep insights into form performance, helping you make informed marketing decisions.

Wrapping up…

Embracing Meta’s Rich Creative Form Type can transform your lead generation efforts. By combining creativity, storytelling, and strategic design, you can create an engaging user experience that not only captures attention but also drives quality leads. For marketers, this tool is not just a lead generation tactic; it’s a step towards more interactive, user-focused, and effective digital marketing.