July 14, 2017
By now, the playbook is clear. Facebook builds a strong product, attracts hundreds of millions of users, and then turns on ads in said product. The ads move from awareness ad units to more direct response, performance advertising options in the matter of months.
And so it went once again with Instagram Story Ads. After effectively halting Snapchat’s rise, Facebook rolled out Story Ads for branding and awareness objectives.
1. The Performance Gains Are Worth Chasing
2. Forget First 3 Seconds. It’s Now First 1 Second.
Facebook has spent the last few years trying to remind big advertisers that they can’t just take their TV ad and throw it on Facebook. Their research has shown that Facebook specific video, in some cases, improves viewership by 37% over standard TV format ads.
Now, there’s a new dynamic to understand: advertisers can’t just take their standard Facebook ad and expect it to do well on Instagram stories. The reason? Attention spans have shrunk even more in the new product experience of quick snaps that is Instagram Stories.
Our research has shown that 31% less people watch 3 seconds of an Instagram story video compared to an Instagram stream video. Whereas advertisers used to consider the first 3 seconds of a video as an intro, they will now consider the first 1 second of a video to be the intro in a format like Instagram Stories. If you’re not able to grab attention quickly, you won’t have much of an audience.
3. Story Ads Benefit Those Who Weigh View-Through Most
Instagram Story Ads, both direct response units like App Install Ads and ones geared towards awareness, will continue to evolve and ultimately make Facebook’s growing ad behemoth more durable. In the meantime, Facebook is already on to the next page in their playbook – rolling out Messenger Ads last week.
Interested in optimizing your Instagram Story ads? Learn more about Bamboo’s Instagram advertising services >
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