Instagram is introducing full screen ads to Stories, along with Stories insights, in bid to build on the success of businesses using the feature.
The ads will be tested with over 30 of Instagram’s clients, including Capital One, Nike and Netflix, and will enable the businesses to use targeting, reach and measurement capabilities that make their ads ‘personally relevant’ to the people they want to reach.
“The Instagram community has embraced Instagram Stories with incredible creativity, and there are now more than 150 million people using it every day,” said Amy Cole, head of brand development, EMEA at Instagram. “Over the past five months, we’ve seen that people are naturally really interested in stories from businesses; so much so that a third of the most viewed stories today are from businesses.
“From today, businesses will be able to use ads in Instagram Stories to communicate with a global audience, in an immersive experience we know people love. We’re excited to see how businesses in the UK respond to this new format over the coming months.”
In addition to Stories in ads, businesses – which have converted to a business profile – will be able to see reach, impressions, replies and exits for each individual story within business tools. Instagram hopes this will help businesses ‘learn how to create more relevant content’ that resonates with their audience.