Since launching in August last year, Instagram Stories has been a runaway hit.

Now the platform is testing Direct Response Ads within the popular feature.

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The ads span a range of call-to-actions, including sign-ups and app-installs. The functionality is (surprise, surprise) similar to what brands can already do with Snapchat Stories.

Previously, Instagram Stories had been limited to Reach, when it came to marketing objectives.

Slowly, slowly

So far brands including Airbnb, Akbank, and Ben and Jerry's have used Direct Response Ads. While still in beta, it’s not a stretch to imagine Instagram’s array of targeting tools coming to Stories soon.

Instagram Stories now has over 200 millions users, ahead of Snapchat’s 166 million. It's arguable that Instagram now has 30% of Snapchat's features. 

Would you prefer Direct Ads in Snapchat or Instagram? Let us know in the Comments.