Back in August of 2016, Instagram introduced a new feature called “stories” that allows users to upload videos or pictures that will disappear within 24 hours. As of January 2017, this particular feature alone had 150 million daily users. This month, Instagram has opened up the option for businesses to use the stories feature for full-screen ads. Through Marketing API, Facebook’s Power Editor, and Ads Manager, these ads can be optimized for specific targeting and reach capabilities to make the ads personally relevant to the people businesses want to reach.
About 30 companies globally were part of the initial testing of this new business-oriented capability. Airbnb reported that tested ads for their “experiences” product saw a double digit point increase in total ad recall, and a significant lift in the number of people who identified Airbnb as a company for travelers to find and book local tours.
Whether photo or video (15 seconds or less), Instagram story ads can be set up through Facebook and use the same targeting and measurement tools as ads that run in Facebook and Instagram feeds. They can even target the same audiences that have seen an ad in their feed.
Here are the steps to set up your company’s ad for Instagram stories.
- Go to Ads Manager
- Click Create an Ad
- Select the Reachobjective
- In the Ad Set section, click Placements
- Select the Edit Placements, then select the Instagramplacement
- Click Stories
- Follow the rest of the steps to continue building your ad campaign.
- When you’re ready, click Review Changesto publish your changes
If you are interested in establishing a social media strategy for your company, contact Miss Ink to get started. We have the tools and expertise to help your business expand your brand to reach potential clients and customers.
2, 2. B. (n.d.). Instagram: All Businesses Can Now Run Ads in Stories. Retrieved March 10, 2017, from http://www.adweek.com/digital/instagram-all-businesses-can-now-run-ads-in-stories/
Help Center. (n.d.). Retrieved March 10, 2017, from https://www.facebook.com/business/help/1639197963055851
Instagram Stories ads—now available for all businesses globally. (n.d.). Retrieved March 10, 2017, from https://business.instagram.com/blog/instagram-stories-available-globally/