It seems that barely a month goes by without an update to Instagram’s advertising options, and now the social media platform have announced another interesting development! Brands can now advertise through Instagram Stories!
Yep, that’s right! Just like ‘Stories’ – which allow users to share pictures or videos from their day for a 24 hour period – companies will soon be able to grab the attention of their audience via full-screen promotional ads. The newest development has already been tested by 30 of the world’s biggest brands – including Maybelline New York, Asos, Nike and Netflix – and has been used by Airbnb to roll out awareness of its newest and largest product launch: Trips on Airbnb.
Given that more than 150 million Instagrammers now use the feature daily, and that brands make up one third of the most viewed Stories on the platform, this latest announcement makes a lot of sense!
According to Instagram’s James Quarles, their system will use relevancy to display ads to users.
“It will look at interactions, liking, time spent, exits,” Quarles explained. “Did someone move onto the next story, or did they leave the Stories tray entirely? All of those are great signals and give us a great sense of people’s behavior and the relative performance of the ad.”
As noted, advertisers will be able to advertise through Instagram Stories in the coming weeks, and will also be able to access valuable insights (such as reach, impressions, replies and exits) via the Business Tools section.