Instagram Stories, Instagram Business Ads, and the Ability to Optimize Your Reach!
With the acquisition of Instagram, Facebook has already made numerous changes with the already popular platform—making it easier than ever for businesses to capitalize on the ever-changing landscape in the world of social media.
The Ever Evolving World of Social Advertising
In January, Instagram launched Instagram stories with a promise to add full screen stories ads shortly—meanwhile some of its partners, e.g., Nike, Airbnb, and Capital One, had already been testing the waters and enjoying the results.
In a recent Instagram Business Team blog post, the team explained the “reach objective” which entails the ability to optimize your ads reach in order to obtain the “maximum number of people in your audience and control how often they see your ads.”
Multiple success stories have already been highlighted, including Airbnb’s latest Instagram Stories ad series focused on customers “experiences:”
Airbnb ran a series of 15-second video ads in stories to build awareness and buzz around its largest product launch to date—experiences on Airbnb. With its stories campaign, the company saw a double digit point increase in ad recall. Additionally, when people were asked to identify a company for travelers to find and book local tours, activities and experiences, the campaign saw a statistically significant lift in those that selected Airbnb.
Since the launch of Instagram Stories in August 2016, it has brought in over 150 million users—daily—during the first quarter alone. Similar to Snapchat, Instagram Stories allows the sharing of pictures and videos with the guarantee that after 24 hours, images will be gone (there is an option to save the image or video to your own phone or app by going into your Instagram settings.)
What Does This Mean?
According to James Quarles, vp of Instagram business, “[Marketers] are excited about the pairing of this format with the advertising capabilities that we've built over the last couple of years," he continued. "They can target people that matter to them. They have the ability to reach as many as efficiently as possible. And they have access to a suite of measurement tools to see what worked."
For more on how you can create your own ads in Instagram Stories, click here.