Instagram has announced it will start letting business users of its platform run ads on its Stories tab that lets users post videos or photo montages.
The firm said that since it launched the feature five months ago it has 150 million users of the tool every day and that they regularly led to more engagement, for individuals and businesses.
As such the firm is going to let business users post ads to the platform: "Ads in stories will let you use targeting, reach and measurement capabilities that make your ads personally relevant to the people you want to reach—which is unmatched in a stories experience today."
It said that with most Instagram users turning the sound on for videos on the platform there is a great chance of solid user engagement.
"With roughly 70 per cent of watched stories being sound-on, this immersive, full screen nature creates an intimacy with people like never before," it said.
Firm including Capital One, General Motors, Maybelline New York, Nike, Netflix, Qantas and Airbnb will be used to soft launch the service, with Airbnb saying it sees huge benefits in the function.
"Immersive storytelling through Instagram Stories engages and invites our community to be part of an adventure. Instagram provides us the perfect tools to build awareness around our recently launched product Airbnb Experiences, handcrafted trips designed and led by our hosts," said Eric Toda, global head of Social Marketing and Content, Airbnb.
Mulberry UK also said it sees this has having huge potential, as its existing use of Stories has already had big impact on user engagement.
"We've been early adopters of Instagram Stories and were impressed by the reach and engagement. Our recent campaigns which included a stories link, received 5X more clicks to site and engagement when compared to the average seen across our other social channels," said Felipa Monteiro, Head of Digital Marketing, Mulberry UK
As part of this launch Instagram also said that it would be boosting the Instagram Business Tools section with more data insights on Stories content.
"For businesses converted to a business profile, you'll be able to see the reach, impressions, replies and exits for each individual story within Business Tools. By viewing these insights, you can learn how to create more relevant content that resonates with your audience."
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