Instagram empowers advertisers for better engagement through 'stories'

With a bunch of new creative tools, Instagram promises advertisers and users a seamless and cohesive campaign

e4m by exchange4media Staff
Updated: Sep 14, 2017 7:32 AM

The Instagram Stories tool is becoming an increasingly powerful way for brands to stand out and inspire action. 250 million people around the world watch and create stories on the app every day.

Instagram is also rolling out the ability for Instagram Stories to be automatically added to Facebook, Instagram and Audience Network campaigns through placement optimization and is allowing advertisers to take advantage of the efficiencies of running a cohesive campaign. This is expected to bring more flexibility to the ways advertisers can buy Instagram Stories.

The feature is expected to roll out globally in the coming weeks.

Talking about their business and integration of Instagram stories, Tricia Teschke, Sr. Social and Content Manager at The Bouqs Company said, “Instagram's new stories uploading tool allowed us to easily adapt existing content to the story format and distribute in a promotion, supporting one of our August Bouq collections. We've found that promoting content through stories is an engaging way to build awareness and interest in new collections. Our goal is to always engage customers authentically and share content that inspires and adds to their experience. Being able to leverage what we see working well organically on Instagram Stories to effectively and more efficiently reach customers, is a powerful tool to drive impact with social.”

Instagram looks forward to inspiring engagement with new creative tools. For advertisers looking to get the most out of Instagram Stories and its immersive, full screen format, it is giving them the ability to upload their existing organic creative. This new uploading feature allows advertisers to extend the reach of their existing stories creative and have it live permanently within Power Editor and Ads Manager for future use.

Advertisers can also use the camera features like face filters, boomerangs and drawing tools to create an organic piece of media and then repurpose as an ad.

“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,” said Angela Hanks, Creative and Social Media Manager, Sugarfina.

Capturing value with placement optimization has been another focus area for Instagram.

Looking to build awareness around its newest beauty product Genoptics, Procter and Gamble's SK-II brand (@skii,) ran a split-test to see how Instagram Stories performed in conjunction with its feed campaigns across Facebook and Instagram. It achieved a brand lift of more than 13pts for its new product and above 30 per cent reach among its target audience (women in Japan aged 18-54 years) versus running on Instagram and Facebook feed alone. Advertisers are seeing success in driving incremental impact when adding Instagram Stories to their campaigns.

Capturing Attention with Canvas

With the ability to utilize Facebook's fast-loading full screen Canvas format in Instagram Stories, marketers are able to use the creative versatility of Canvas to tell compelling brand and product stories. This seamless extension of the full screen experience, allows advertisers to capture the attention of customers with just a single ad.

During a recent campaign on Instagram Stories, mattress company Casper (@casper) tapped into Facebook Canvas to educate its audience about its unique product benefits and warranty as well as share client testimonials for the feel good brand.

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