In August last year, Instagram got on board with the ‘stories’ trend sweeping social media and released a feature that allowed users to share photos and videos to their account throughout the day, all disappearing after just 24-hours.
Despite the resemblance to Snapchat, the feature quickly established its place within Instagram, gaining 100 million daily active users just two months after its introduction.
With the daily view count of the Stories continuing to rise, Instagram has (in an unsurprising move) revealed they will be including ads within the feature. The ads update to Stories is designed to allow businesses to use targeting, reach and measurement capabilities to improve the experience for both business and consumer.
Whilst it does feel like branded Stories are virtually ads already, the update will carry a “sponsored” label to differentiate the content. This is an important step for Instagram as they claim that one-third of the most viewed stories are from businesses, and brands are starting to boast increased site engagement from links in their Stories.
Check out this video on how brands have adopted the Stories feature.
Felipa Monteiro, Head of Digital Marketing at Mulberry UK said: “We’ve been early adopters of Instagram Stories and were impressed by the reach and engagement. Our recent campaigns which included a stories link, received 5x more clicks to site and engagement when compared to the average seen across our other social channels”.
Content and Engagement Director for ASOS, Leila Thabet, agreed that they “have been impressed with the early signs of success” and are “eager to be able to showcase how Instagram Stories will help drive brand awareness and engagement amongst new audiences and continued international growth in 2017”.
Instagram are transparent with the fact that this feature is just getting started and there may be a few kinks to iron out, but they are positive that the ads feature will make it easier for businesses to achieve their goals.