New Direct Response Ad Options Within Instagram Stories

Posted by Adeola Alokolaro | June 14, 2017 | Agency Tips, News, Social, Social Advertising
instagram-direct-ads

Instagram Stories is Facebook’s most successful Snapchat imitation – the other two less successful ones being WhatsApp Status and Facebook Stories. We’d seen stats around the end of April that showed Instagram stories hit 200 million daily active users surpassing Snapchat’s.

If you noticed, towards the end of last year, we had started seeing stories with the ability to swipe up for more information. Facebook had rolled out the ability for select profiles (verified profiles and profiles with more than 10k followers) to insert links in their Instagram Stories. These links came as a swipe up to  “See more” feature and according to Facebook reports, almost a month after the launch, they recorded that 15 to 25 percent of the people who saw the links were swiping on it.

With all this, it made total sense to see that Instagram Stories is starting a gradual roll-out on direct response ads worldwide.

This would allow brands and small businesses that haven’t quite gotten enough following or the blue tick have a go at reaching a wider audience with specific CTAs per campaign objectives.

These ads would appear between stories as a single vertical photo or a vertical video of up to 15 seconds in length and would look basically like the “See more” feature above except with different Call To Action prompts. The expected Call To Action prompts include:

  • Apply Now
  • Book Now
  • Contact Us
  • Donate Now
  • Download
  • Learn More
  • Send Message
  • Request Time
  • Start Order
  • Shop Now
  • Sign Up
  • Watch More

WHAT DOES THIS MEAN FOR ADVERTISERS?

  • An extra channel to test efficiency in running conversion campaigns for your brands
  • Small business who already use have been using stories organically and getting results have a chance to scale up significantly

HOW TO CREATE ADS ON INSTAGRAM STORIES

To create ads on Instagram stories; you can use Ads Manager or Power Editor. Please note that only 9:16 vertical images and video can be used for ads on stories, and will only be run on Instagram.

In Ads Manager:

  1. Go to Ads Manager
  2. Click Create an Ad
  3. Select the Reach, Video views, Conversions, App installs or Traffic objective
  4. In the Ad Set section, click Placements
  5. Select the Edit Placements, then select the Instagram placement
  6. Click Stories
  7. Follow the rest of the steps to continue building your ad campaign
  8. When you’re ready, click Review Changes to publish your changes

In Power Editor:

  1. Go to Power Editor
  2. Select the Reach, Video views, Conversions, or Traffic objective
  3. In the Ad Set section, click Placements
  4. Select the Edit Placements, then select the Instagram placement
  5. Click Stories
  6. Follow the rest of the steps to continue building your ad campaign
  7. When you’re ready, click Review Changes to publish your changes

Ads in Instagram Stories use the same targeting and measurement tools as ads that run in Feed on Facebook and Instagram. You can capture audiences who have seen ads in their stories and target them on Facebook or Instagram feed. You can also run stories ads targeted at audiences that have seen your ad on Facebook or Instagram feed.

Can’t wait to see the first set of brands and businesses that would be trying this out. What do you think?

 

 

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About The Author

Adeola Alokolaro

An astute marketing enthusiast with years of experience working with an array of brands. Expertise revolves around brand management, social media and digital strategy. One of the fun ones who believe in the power of social media and its ability to move brands from point A to B when it's done appropriately.

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