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Social Stories: The Big Ad Potential Your Brand Shouldn't Ignore

Snapchat might've brought the Stories format to the mainstream, but Instagram has made them great. Now Facebook is taking Stories to a new level as user growth mounts every month. Brands, it's time to rethink your brand’s position on this vertical, mobile-friendly format that's growing by the day. Let's take a look at the state of Stories today and their booming ad potential for brands around the world.

Instant gratification means a big ad opportunity for brands (and the platforms) 💸

Video stories are reshaping the way we interact on social for good. If you're like the rest of us, you might check your stories 50 times daily and find yourself posting more to them and less to your newsfeed. Those circular icons at the top of your Instagram? It's instant gratification at its best.

Disappearing stories are a perfect example of media formats adapting to our smartphones. Platforms like Snapchat, Instagram, and Facebook are taking note of the big shift to this format and are working to improve ad possibilties for brands.

The numbers are jaw-dropping 📈

  • Stories creation and consumption is up 842% since 2016
  • There's 300 million using Instagram stories every day

Screen Shot 2018-05-30 at 7.35.43 AMCredit: TechCrunch

Instagram: "tap into peoples' passions and inspire them to take action" 

Snapchat might've brought the ephemeral format to the mainstream, but Instagram has made it what it is today. It only took five months for Instagram to pile up 150 million users, and from then on ads were born.

This month, Instagram has launched carousel ads and here's what brands should know:

  • One ad can feature up to three pieces of content (photo & video)
  • The ads will offer a small taste of a story instead of one condensed ad message
  • The carousel ad mimics the Instagram user community
  • These ads mean more room for creativity 


Snapchat dips its toe into the unskippable ad pond

Snapchat is the pioneer of ephemeral mobile content, but ever since Stories came on the scene in October 2013, the company has had a rocky debut as a public company. The future still seems murky for the app with a recent redesign misstep that upset users. Shrinking user count and $385 million in losses means the app has to try new things and try them fast. One of those things? Unskippable ads called Commercials.

Commercials will be not be featured in personal feeds, only in Shows produced by top media names like NBC, Walt Disney, Viacom and more.

Screen Shot 2018-05-30 at 9.20.22 AM

Skippable video ads on Facebook

It's taken Facebook a bit longer than Instagram (9 months more) to finally reach its 150 million viewers on its Stories, but it has! It's hard to believe that Stories will pass traditional newsfeed publishing in the near feature. Facebook CPO Chris Cox recently said, “The increase in the Stories format is on a path to surpass feeds as the primary way people share things with their friends sometime next year.”  

This month marks the beginning of testing ads on Facebook Stories. What can you as a brand expect from Facebook Stories Ads?

  • Ad testing to start in US, Mexico, and Brazil
  • 5-15 second video ads (skippable)
  • Newsfeed & Instagram ads can be easily extended to FB Stories Ads
  • More in-depth metrics coming soon
  • International features to be rolled-out
  • 360° photo integration

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Want to create ads for social Stories? We can do that!

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Tags: Trends, Marketing