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NEW Story Ad Feature on Instagram Paving Way for More Interactive Advertising


 

Instagram Story Ad Polls are personalizing advertising and leading the way for far more interactive methods in the future. This new addition to the Facebook / Instagram advertising structure is earning a lot of praise in the past few months since its launch. So far, marketers are reporting HUGE gains from this feature's deployment. According to Instagram:

Advertisers in our beta launch have already seen success using the polling sticker in ads. Brands like Dunkin' achieved a 20% lower cost-per-video-view using the polling sticker, and Next Games' polling ad drove 40% more app installs.

Why should you use story ads? Instagram reports that 500 million of their users use Instagram stories every day. Furthermore, they report that adding an interactive feature to your brand's story lengthens the time that an audience views an ad. 

The poll feature prompts your audience to engage with your story and provides valuable, actionable data that you can use to improve any of your business. If you're looking to make your ads more attractive and boost engagement, the story ad poll feature is a creative and proven option. The story feature is also particularly favored by millennial audiences, who are adept at using stories within their territories.

Interactivity adds a whole new dimension to the world of stories ads on Instagram that help bring people closer to brands. Interactive ads in Instagram Stories, starting with the polling sticker, allow businesses to be more engaging and playful in order to build better connections. Not only do they help stories ads stand out, but they can generate more impact for your campaigns by encouraging people to watch longer. In 9 out of 10 beta campaigns, the polling sticker increased 3-second video views. (Instagram)

How can you add the story feature? It's very simple to design a story ad. However, one consideration is that you cannot use the ad placement for multiple channels--make sure stories is the only placement selected. This requires you to have a different ad campaign for story ads than for Facebook or Instagram newsfeed ads. "Creating an interactive stories ad is simple. In Ads Manager, choose Instagram Stories as your only ad placement. Then, where you upload your creative and edit your ad's text, check the box Add an interactive poll," (Instagram).

What are some recommendations on how to best use the feature from Instagram? 

  • Co-create a product
  • Spark a conversation with your community
  • Crowd source insights for product development
  • Gamify your ad
  • Run a contest

If you're interested in boosting engagement with your online ads, interactive story-telling is particularly effective. Contact Cote Media today to learn more about growing your brand with Instagram stories.