Instagram Launches Ads in Stories to Global Advertisers

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Just seven months after the launch of Instagram Stories in August last year, over 150 million people are using the live feature each day. And to help businesses capitalize on the growing popularity of ephemeral content, the platform launched full-screen Ads in stories to global advertisers this week.

The immersive, full-screen vertical format provides a new opportunity to build deeply visual and creative experiences through photos and videos on the platform. Ads, which will appear between stories, are initially launching with the reach objective (photos or up to 15-second videos) with additional full-funnel objectives set to roll out over the next few months.

The format allows a one-card/one-media story at this time, and is great for showcasing things such as limited time opportunities, product inspiration, exclusive experiences, promotions, behind-the-scene content, and more. It offers a whole new form of expression for advertisers, providing sophisticated backend targeting, measurement, insights and reporting that help make content personally relevant to audiences. Additionally, companies that have converted to business profiles will soon be able to see the reach, impressions, replies and exits for each individual story within Business Tools.

Building ad capabilities into Instagram Stories is a logical next step for Facebook to further monetize Instagram,” says Kyle Benedetti, Adaptly’s VP of Partnerships. “More and more people and businesses are generating content through Stories and engagement is through the roof, so ad opportunities there is a no-brainer. I’m excited to see the success an immersive ad format on Instagram will bring to our advertisers”.

A popular feature from the get-go (100 million Instagrammers adopted it within the first two months), stories has since led to a significant increase in user-generated content and follower engagement on the platform. 70% of users follow at least one business, and one-third of the most viewed stories currently come from brands. Therefore, the introduction of Ads within the feature provides advertisers with yet another avenue to connect with current and prospective audiences, using efforts that are complementary to paid activity in their main news feed.