Frontline Marketing

Instagram Stories Expands Engagement, Reach Options For Brands

By | September 13, 2017 |

In another move to make Instagram Stories more attractive to advertisers, Facebook has unveiled a suite of new tools available for businesses using the platform.

The update focuses primarily on ease of use, allowing brands to use Facebook’s Canvas ad platform and seamlessly convert their existing Stories into ads.

By enabling the mobile-focused Canvas format on Instagram, Facebook has made it easier for brands to create engagement with flashy, interactive ads. More importantly, the move allows advertisers to quickly and easily produce content they can port to Facebook and Instagram News Feed ads as well.

“Marketers are able to use the creative versatility of Canvas to tell compelling brand and product stories,” the social platform wrote on its site. “This seamless extension of the fullscreen experience allows advertisers to capture the attention of customers with just a single ad.”

Alongside this is the announcement that Facebook will allow brands to unite their campaigns on Stories with existing campaigns on Facebook, Instagram and Audience Network. A split-test by Procter and Gamble’s SK-II brand found that they achieved a 30 percent increase in reach among its target audience through a cohesive campaign using Stories, as opposed to Instagram and Facebook feeds alone. User engagement with Instagram videos is growing quickly this year increasing 53 percent from 2016, as compared to 46 percent for photos.

Facebook is also expanding creative tools for advertisers by allowing them to use Instagram’s native image and video editing tools in Stories ads. According to the company’s internal data, more than half of businesses on Instagram have taken advantage of the Stories feature to post their own content, and the latest update permits them to upload their existing content onto the platform directly—a boon to smaller businesses.

“This uploading tool has made it easier for us to create ads that feel native to the platform, and allows us to more easily repurpose assets that we create for our organic content,” Angela Hanks, Sugarfina’s social media manager, said in the post.

At 250 million daily users, Instagram Stories is proving to be a powerful platform for businesses of all sizes to expand their audience, and the newly released tools are only further democratizing access for up-and-coming brands.