Instagram is in the process of rolling a new tool for social advertisers. The format is a gateway the platform’s enviable story viewership, allowing marketers to boost their stories so that they’re seen by more people.
The ‘Promote ads for stories’ tool is profoundly useful for advertisers, as stories tend to generate a more engaged, receptive audience who have chosen to view your content. Similarly, the content opportunities afforded by stories – particularly Instagram stories – has a far more creative scope than feed content.
Stories exist as a static/video hybrid with a plethora of tools for editing that allow the content to be all together more consumable. This scope of creative possibility combined with Instagram’s 1 billion users worldwide mean that ‘promote for stories’ could be the most powerful tools for advertisers to generate truly engaging ads, which can be served to huge banks of users.
Furthermore, Instagram is following in the footsteps of other social platforms like Facebook (unsurprisingly) and advancing their data collection process. Instagram Analytics is a tool that’s currently being tested to help marketers better track their engagement and audiences. It also provides useful insight such as story exits, new followers and follower behaviour.
This, more specifically translates to advertisers, influencers and users being able to track and measure what content of theirs performs better than other pieces, when their followers are active, and even what their natural demographic consists of in terms of gender and location. It’s also possible to assess website conversion rates and retention rates.
This tool, combined with the new ad format on the Instagram feed wherein users can clearly see content that’s labelled as an advertisement rather than posing as organic content, marks a movement away from more traditional Instagram marketing which has been understood to be somewhat deceptive, and a movement towards integrating advertising into the social platform in a manner that is both accepted by users and more useful for marketers to evolve in accordance to what their demographics respond best to.
Words: Amy Cully Steele