In the last few months, Instagram has rolled out additional functionality for Instagram Story ad placements. Advertisers are now allowed to run more types of advertisements there, including still photos and horizontal videos, with the same text used for other placements.
According to Instagram, Stories attract more 300 million daily active users and, on top of that, they capture the full undivided attention of users as they view. Users not only report that stories have improved their communication with friends and family, but more than 1 in 3 people surveyed said they have become more interested in a brand or product after seeing it in Instagram Stories.
However, users still find value in discovering new products and information and sharing their passions and interests in the more static Instagram Feed. When asked, more people surveyed by Facebook reported going to their feed– not stories– to find new brands and products. So, based on this information, how do advertisers choose where to place ads on Instagram?
The answer lies in fulfilling users’ expectations. No matter where on Instagram an ad is running, it needs to be aesthetically pleasing, eye-catching and relevant to the audience it is reaching. Beyond that, there are some key differences to consider.
In Instagram Stories, users are looking for content to be inspiring but delivered quickly and with more authenticity than the expect in the feed. When running an ad in stories, they need to deliver information quickly and clearly. Though it is now possible to run ads not optimized for Instagram Stories, best results still tend to come from vertical videos that feel native to stories.
In the Instagram feed, users are looking for content to inspire and inform. Ads requiring detailed information or introducing a new product or brand will likely perform better in the feed than stories.
There are certainly cases in which ads have a place in both stories and the feed. As always, the best solution is to test all placements and find the one that works best for your specific goals and brand while keeping user experience in mind.
Story by: Kelsey Thompson