In January, Instagram began testing full screen ads in Stories. The test, which was limited to a handful of businesses at the time, is now available to brands globally. Businesses all over the world now have the chance to showcase their products and services on one of Instagram’s most popular features—Stories.
Here is a statement posted on the Instagram’s official blog:
“Today [Wednesday], businesses of all sizes around the world can start running adverts in stories through the Marketing API, Power Editor and Adverts Manager that are optimised for reach. By optimising for reach, you can show your adverts to the maximum number of people in your audience and control how often they see your adverts. The Reach objective for adverts in stories will start being rolled out today and will be available globally in the next few weeks.”
With more than 150 million people watching and creating Stories everyday on Instagram, businesses probably have a huge platform to show the world what they have to offer. As Instagram Stories continues to grow, the possibility of getting good value for your investment expands as well. For businesses, this is a big opportunity to get their products and services in front of more than 150 million people every day.
Since Stories ads will be full screen, you can be sure that viewers will not be distracted from your sponsored content. The fact that viewers watch Stories basically to be informed and entertained, you can be sure your ads will get the desired attention at the end of the day.
Airbnb, one of the early testers and brands to use Instagram’s Stories ads, gave glowing feedback about how the feature positively impacted its business. Eric Toda, Global Head of Social Marketing and Content at Airbnb had this to say about Stories ads:
“We saw a double-digit point increase in advert recall from our experiences in the Airbnb campaign that further justifies our investment in adverts within stories as they have had a measurable impact for us. Our ability to apply existing targeting and measurement in an experience to reach the right audience, in the right mindset, with the right story at scale has allowed us to achieve the results we were hoping for in a partnership with Instagram.”
Business accounts on Instagram will also be provided with analytics on the reach, impressions, replies and exits of the Stories. If this sounds like good music in your ears because you have a business account; that’s because the idea truly sounds great.
Some of the partners Instagram began the test with last January include; Capital One, General Motors, Nike and Netflix. The idea is to see how companies or business on the platform would be able to make ads that won’t bore users. While making such ads, partners will be able to access analytics on their Stories through the Insights button on their profiles.
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