Instagram has unveiled tools that inform interaction between people and brands — stories insights in Business Tools and full screen ads in stories.
In the five months since it launched, stories has grown considerably. According a press release: More than 150 million Instagrammers use stories daily, and one in five stories on Instagram gets a direct message from its viewers.
Instagram Business Tools will now include insights on stories. For businesses converted to a business profile, you’ll be able to see the reach, impressions, replies and exits for each individual story within Business Tools. By viewing these insights, you can learn how to create more relevant content that resonates with your audience.
In addition to viewing insights, you’ll soon be able to run immersive, full screen ads in stories. Ads in stories will let you use targeting, reach and measurement capabilities that make your ads personally relevant to the people you want to reach—which is unmatched in a stories experience today.
Over 30 clients around the world, including: Capital One, Buick, Maybelline New York, Nike, Yoox, Netflix, and Qantas will be testing full screen ad to Instagram Stories. With roughly 70 per cent of watched stories being sound-on, this immersive, full screen nature creates an intimacy with people like never before.
Airbnb is using Instagram Stories to help build awareness and buzz around its largest product launch to date—Trips on Airbnb. Through a series of 15-second videos, Airbnb highlights the ability to access unique experiences by connecting travelers with local experts who share the same interests, from art collectors to avid hikers.
Using broad (25-44) targeting of men and women in the US, Airbnb is gaining awareness of its new product by using Instagram’s new immersive, sound-on storytelling format. Airbnb is excited to tap into interest targeting for future campaigns to drive their message home among their most relevant users.
“Immersive storytelling through Instagram Stories engages and invites our community to be part of an adventure. Instagram provides us the perfect tools to build awareness around our recently launched product Airbnb Experiences, handcrafted trips designed and led by our hosts,” said Eric Toda, global head of social marketing and content, Airbnb. “By creating and publishing experience-driven stories, we can truly captivate and reach travelers wishing to book aspirational trips on Airbnb.”
“We’ve seen a great deal of success over the past year with landing our brand messaging through video content formats, which are naturally engaging and emotive ways to speak to our audience, and have been impressed with the early signs of success we’ve seen with Instagram Stories. We’re eager to be able to showcase how Instagram Stories will help drive brand awareness and engagement amongst new audiences and continued international growth in 2017,” said Leila Thabet, content and engagement director, ASOS.