The stories format is known for capturing people’s imaginations. But these lively 24-hour mini-narratives – which include Facebook Stories, Instagram Stories, Messenger Stories and WhatsApp status – can also strengthen people’s relationships with brands and drive sales. In fact, more than one in two people surveyed across 12 countries who use stories said they are making more online purchases as a result.
Stories is an immersive creative format that enables people on Facebook, Instagram and Messenger to view and share everyday moments through photos and videos that disappear (unless saved) within 24 hours. WhatsApp has a similar feature called WhatsApp Status. Stories can be enhanced with playful creative tools such as stickers, emojis and GIFs, as well as built-in camera effects like Boomerang and Hyperlapse. You can also use augmented reality effects. One billion stories are shared across Facebook, Messenger, Instagram and WhatsApp every day around the world.
Stories ads are full screen image, video or carousel ads that appear between Stories on Facebook, Instagram and Messenger. Unlike organic Stories, Stories ads do not disappear after 24 hours. You can use Ads Manager, the API, Instagram Promote/Facebook Boost Post or Business Suite mobile app to create Stories ads. In Ads Manager, either choose Automatic Placements or select the Stories placements manually using Edit Placements.
Stories ads have been shown to inspire a range of awareness, consideration and conversion actions.
Creating Stories and Stories ads is a great way for businesses to engage people:
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More than half the people on Instagram globally use Stories as well as Feed daily.
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More than half of people surveyed who use Stories said they are making more online purchases as a result.
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Some 68% of people surveyed said they use Stories on three or more apps at least once a week.
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