Last year, Instagram Stories were introduced to the platform.
At the time, there was a fair amount of chat about them, as they were being labelled as a direct copy of the Stories you’d find on Snapchat.
Since launching this feature in August 2016, Instagram have released figures stating that 150 million of their users make use of this feature each day. And that 1 in 5 Stories on Instagram gets a direct message from its viewers. For business, this is a positive thing.
“70% of Instagrammers are following a business—so it’s no surprise that one-third of the most viewed stories are from businesses” Source: Instagram Internal Data, Dec 2016
What comes next?Using business as a driver for this Ad feature, Instagram are encouraging businesses to convert to a business profile if they haven’t done so already. Alongside this, they are also allowing Ads within Stories.
Already, brands like Mulberry UK are seeing people swipe up within its story to learn more to take action. “We’ve been early adopters of Instagram Stories and were impressed by the reach and engagement. Our recent campaigns which included a stories link, received 5X more clicks to site and engagement when compared to the average seen across our other social channels.” — Felipa Monteiro, Head of Digital Marketing, Mulberry UK
This feature will be rolled-out globally, over the coming weeks. As long as you have converted your account into a business one, you’ll be able to measure the success of this new platform of advertising.