Facebook and Instagram ads have been on your newsfeed for some time now but even we can admit they’re beginning to lose their appeal and they’re becoming increasingly competitive. But just as newsfeed ads are losing their shine, Facebook and Instagram (who are really one in the same, but that’s another story) are offering a new (and possibly improved) way for advertisers to reach new customers through the Stories feature.
Facebook and Instagram stories were created to compete with Snapchat’s own Story feature. Stories are an immersive feature using video or a series of photos to tell a story of the user’s experience. When a user decides to view the Stories feature, they’ll see all active stories published by their friends or followers. Now, with Stories Ads, stories will be divided by ads. And that, my friends, is fantastic news for advertisers and business owners. Why? Stay with me as I count the ways.
- 400 million Instagram users (including businesses) use Stories to keep their followers updated of what’s happening in their lives or businesses. Likewise, Facebook is currently seeing around 300 million users on Facebook and Messenger stories each day.
- Like the story itself, Stories Ads on both platforms are immersive and shown vertically and full screen. This means viewers have to watch the ad to continue to the next story and it will have their full attention on the screen. That all but eliminates the concern that no one is seeing or paying attention to your paid ads.
- You have the ability to link within the Ad. Though this is nothing new with Facebook Ads, previously only verified Instagram accounts or accounts with more than 10,000 followers were able to access this feature.
- Both platforms offer a variety of creative tools within the apps themselves to use to spruce up your ad before publishing.
- Both platforms also allow you to target your audience in a number of ways including by views, traffic, conversions, app installs, and brand awareness. Brand awareness targeting means you’ll now have the ability to target audiences who are more likely to be interested in your brand. How cool is that?
- To create Instagram or Facebook Stories ads, you’ll use a platform you’re already familiar with --the Facebook ad creator tool.
- To help decrease the number of swipe-throughs, you’ll be able to use Facebook Custom Audiences to customize your audience based on website traffic, app activity, offline activity, engagement, and current customer information.
Want to know more about advertising on Facebook or Instagram Stories? Stay tuned for an upcoming blog in which we’ll share secrets to creating Stories ads everyone will love.