Facebook has been giving advertisers a preview of a more immersive ad unit at the Cannes advertising festival in France.

Facebook chief product officer Chris Cox showed a video mock-up of how the unit might look. It showed a standard in-feed ad unit for a Michael Kors watch, which expands when the user clicks on it to full screen. The user can then scroll to other images and videos of the watch, and even rotate the watch to see it in 3D.

More horizontal and vertical scrolling whizzes the user through more product imagery and technical details ending on links to find directions to the closest stocking retailer, or to shop on the watch brand’s website. There’s no news of when the ad unit might launch, but the fact Facebook is previewing it to advertisers and agencies would suggest it is not too far away.

Cox also revealed at Cannes that Facebook is working on a more humanised version of the ‘Like’ button, in which users would use their smartphones to take a selfie. Facebook’s app would then analyse the selfie and turn it into a smiley, or non-smiley, face.

Cox admitted that Facebook has no idea how to build the functionality, but said it was the sort of thing unlocked by the power of all the sensors on the phone.

On the subject of photography, Instagram has introduced what it describes as a “dramatically improved search experience” including the addition of Places Search, which enables users to see what’s happening more or less anywhere in the world. Instagram is also introducing Top Search, which lets you search across People, Places and Tags all from a single search box. Instagram V7.0 is available today in Apple’s App Store, and for Android on Google Play.