With more than 300 million people using Facebook Stories and Messenger Stories every day, Facebook has decided to roll out ads on Stories in addition to the News Feed and the Instagram Stories.
Stories are where people share and discover content they care about in fast and fun ways. And the use of stories across platforms is growing everywhere.
“Last year, we launched Instagram Stories ads and since then, advertisers have embraced the format, creating engaging ads for people that also drive business results. And to help businesses reach more people, we’re now making Facebook Stories ads available to all advertisers around the world,” the company said in a blog post.
An Ipsos survey of stories users commissioned by Facebook IQ found that 68 per cent of people say they use stories on at least three apps regularly, and 63 per cent plan to use stories more in the future.
Advertising in stories has proven to drive valuable business outcomes. In the Ipsos survey, 62 per cent of people said they became more interested in a brand or product after seeing it in a story. More than half of people surveyed said they’re making more online purchases as a result of seeing stories. In addition, 38 per cent of people said that after seeing a product or service in a story they talked to someone about it, and 34 per cent said they went to a store to look for it.
“Now you can include Facebook Stories as an additional placement to News Feed or Instagram Stories ad campaigns, delivering your message in a fullscreen, immersive environment. And soon, you’ll be able to extend the reach and improve the performance of your stories ad campaigns in Messenger too,” the blog post added.
Commenting on the new ad format, Yuval Ben-Itzhak, CEO, Socialbakers said, “Facebook opening up their Stories feature to advertisers is really no surprise if you look at the success the company has had with Instagram and its Stories feature with advertisers. Every successful content format that drives organic engagement will eventually offer ads. Brands know that Stories are a great way to generate organic engagement on the platform because they are consumed actively, so having the ability to promote their Facebook Stories will give brands posting quality content even better reach and engagement on the platform. It’s the right time for Facebook to monetise this format and doing so will certainly raise the bar for Snapchat if they want to remain interesting to marketers.”