Since its launch just six months ago, Instagram Stories have become wildly popular with users. Over 150 million people interact with Stories on a daily basis and now, you have the opportunity to display ads to this engaged audience. Capitalize off of Instagram and Facebook’s powerful connection by creating ads that reach users within Instagram Stories.
With Instagram Stories, people and businesses can share multiple photos and videos in a slideshow format without overloading their profiles. Photos and videos will disappear after 24 hours and won’t appear on their profile grid or in feed. Stories appear in a bar at the top of users’ feed from Instagram accounts that they follow. Your ad image or video can be placed between Instagram Stories.
How to Create Facebook Ads for Instagram Stories
After connecting your Instagram account with your Facebook ad account, it’s relatively easy to insert an ad. Within either Power Editor or Ads Manager, create a campaign using the reach objective, a strategy that delivers your ad to the most people your budget can afford. On the ad set level, you will see the option to create ads for Instagram Stories. The new format will allow for a single image or video (no longer than 15 seconds). There will be no standalone links or text, including titles, messages, or descriptions.
Benefits of Facebook Ads in Instagram Stories
You are somewhat limited with your ad because you can’t promote a link or text that would drive traffic back to your website. Instagram plans to allow links or call-to-action buttons in the future, but there isn’t that capability just yet. Although you can’t directly send traffic to your website, this ad format can still work for you. You can:
- Increase awareness: Delivering ads using the reach objective displays your image or video to a large audience, increasing exposure and awareness of your business, products, and/or services.
- Make a memorable impression: You are limited to a single image or a 15-second video, so your image or video needs to make a statement. Get creative and create a visual message that leaves a lasting impression.
- Spark interest: Insert ads to spark interest in a new product, promotion, or incentive. Once you capture someone’s attention, you can follow up with more targeted advertising that links to your website, moving users down the purchase funnel.