Facebook users can expect to start seeing more of the company’s Canvas format.

For those of you who haven’t been following all of Facebook’s different ad formats, a Canvas is basically a mobile ad that opens into an interactive, full-screen page. (Like Instant Articles, it’s supposed to circumvent the long load times that can come with mobile web pages) Facebook made the format available to all advertisers back in February, and on June 22, it will become available for regular, non-sponsored posts from Facebook Pages.

Facebook says the format has been a success already, with users spending an average of 31 seconds in Canvas, adding up across everyone who’s interacted with the format to 100 years of time (which is kind of a depressing thought …).

Businesses and brands that have already created Canvases include the Miami Dolphins and non-profit Dignity Health.