Facebook announced at the beginning of March 2017 the opening of a new advertising platform for advertisers - an Instagram Stories ad. This is a long-awaited change that will be appreciated by all brands and businesses that are interested in Instagram users' direct involvement in popular personal stories. We have just tested this hot novelty. Are you interested in how it was?
The new ad platform was available through the API, and later will be available to all advertisers. Facebook now offers so-called "Reach" campaigns that are ideal for branding companies and brands. Gradually, however, it plans to deploy ad formats such as web clicks, web conversions, or application installs.
To create this ad, an image or video dimension of 9:16 or more (600 pixels in width at a minimum) is required. This is the first full-screen Instagram ad format. You can use both photos and videos.
And these are the exact specifications of the new format:
Based on these specifications, it's clear that the ad is a very good addition to brand campaigns. With a length of up to 15 seconds and a full mobile screen overlay, this ad will become a great addition to TV campaigns. It can also be expected that for younger targeting campaigns, this format will gradually replace TV advertising.
In several Insta Stories tests, we've managed to get 1,000 impressions for about $ 1 in the 10/10 relevance score. That's $ 100 with 100,000 users hit. In the meantime, it is not possible to post clicks (this is the next update), but now the CTR (clicks on the advertiser profile from the top logo) is now 1 - 2%. This is a cost-effective ad for Instagram ads, so the format is no more expensive. Thus, the ad has the great potential to become part of all brand campaigns.
Insta Stories do not offer an active click at this time, so we would recommend an emphasis on the emotion and brand of the company. You want to capture and keep product or brand awareness for as long as possible.
The advantage of the new format is the fact that Stories are very well viewed and users are not used to advertising on this platform (Insta Stories). So the impact on brand awareness can not only be very interesting now. This type of ad could be compared to In-stream ads on YouTube that have a great impact on brand awareness and subsequent shopping behavior when properly scheduled.
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