What Does It Take to Create Compelling Ads in Instagram Stories?

Since the premier of Instagram Stories back in 2016, brands have been connecting with their customers in more creative ways than ever. The business community on Instagram has fully embraced advertising opportunities within Stories – the vanishing content feature that rivals Snapchat – with more than half of all business accounts posting to their stories during a typical month. Stories get used by brands to share behind-the-scenes content, Q & A sessions, tutorials, polls, and breaking news. Over 300 people use Instagram Stories everyday!

But what does it take to get an ad on Instagram Stories right? The app’s parent company, Facebook, conducted a study for advertisers about the way people perceive video ads on social. Here are some of the key takeaways from that study, according to Instagram.

– Relevance matters.

On average, top-performing Instagram Stories ads ranked higher on relevance than lower-performing ads. They also grabbed attention, were easy to understand and fit the advertised brand.

– Seconds add up.

On average, top-performing ads in stories were shorter and contained branding earlier than lower performing ads in stories.

– Fast pacing pays off.

Among ads in stories that contained multiple scenes, on average, scenes from top-performing ads were shorter than those from lower-performing ads.

– Product demos boost results.

Only about half of the Instagram Stories ads that were tested showed the advertised product in use, but those that did performed better on key metrics.

– To be effective, bespoke ads must be mobile-optimized.

Nearly half of the ads tested were built specifically for Instagram Stories, but few performed in the top third of all Instagram Stories ads studied — perhaps because they took longer to reveal the key message and contained longer scenes.


Instagram Stories

Whether your business posts to Instagram Stories like a pro or has never taken advantage of the feature before, these tips are worth remembering. Shorter, attention-grabbing ads that are optimized for mobile will be top performers. Let your creativity shine by using stickers, filters, and hashtags, or try out Instagram’s newest updates – the emoji slider and the questions sticker!

Maybe you want your business to succeed on social media, but just don’t have the time to post. Condron Media can help. Get in touch with us to see which of our digital marketing services can fit your needs at hi@condronmedia.com.