[SMK] Social Media Knowledge


Instagram brings Insights and Ads to Stories

Since launching in August, Snapchat-style Instagram Stories has been a hit, and is now used by 150 million Instagrammers.

Now Instagram is cashing in on its latest win, adding business insights and ads to Stories.

Metric moments

Instagram Business Tools now includes data on Stories.

If you've got an Instagram Business Profile, you can now see metrics around reach, impressions, replies, and exits for individual Stories.

Add it up

Brands will soon be able to include immersive, full screen ads in Stories. These ads can be optimised using Instagram's targeting, reach, and measurement tools. 

At the moment, the new ad units are being tested with select partners including Nike, Netflix, and Qantas.

Instagram says Airbnb used ads in Stories to promote its new Trips on Airbnb feature, through a series of 15 second videos. Mulberry UK saw a 5X increase in clicks after posting ads in Stories.

Next big thing?

Instagram says 70% of users follow a business, and one in five Stories receives a direct message from users.

Interestingly, 70% of Stories are viewed with sound-on, giving brands more creative leverage.

Business insights and ads will be rolled out for Stories in the coming weeks.

Are you planning to use the new ad units? If so, let us know how in the comments.

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