Instagram’s Stories feature is getting some significant upgrades—just as
the luster is starting to wear off of rival Snapchat’s IPO.
The Facebook-owned app has introduced geostickers—a feature that Snapchat
pioneered—in Jakarta, Indonesia and New York City. Users that click on the
stickers will be sent to a location page to see more Instaram photos from
the tag’s region.
The feature is expected to roll out to more cities in the coming months.
If it entices more users to post stories, that’ll be good news for
marketers, who now have the option to advertise in Instagram’s “Stories”
An company release said:
By optimizing for reach, you can show your ads to the maximum number of
people in your audience and control how often they see your ads.
The feature, which is now open to all brand managers, can be found in
Facebook’s Ads Manager or Power Editor. The photo or video (that’s 15
seconds or less) you upload will show between user’s posts.
Instagram touts 150 million “Stories” viewers and creators. When you think
about the platform—quick snippets of engaging content—it presents a
formidable responsibility for marketers creating content.
Boost buzz and build brand recognition on the hottest social media platforms at Disney World.]
Keep in mind that there’s a chance people won’t automatically watch it with
the sound turned on. Be visual and interesting. As with anything PR pros
do, authenticity is paramount.
Remember that ads that are too polished are going to be seen as marketing,
but content that tries to hard to be unpolished can also be seen as lame
attempts by stodgy brand managers to appeal to millennial users.
If we’re to believe Instagram’s press release, the payoff potential for the
advertising opportunity is high.
For Airbnb, which launched a beta “Stories” ad campaign, the gambit was a
success. The company saw “a double digit point increase in ad recall from
[its] experiences on Airbnb campaign that further justifie[d] [its]
investment in ads within stories, as they have made a measurable impact,”
an Airbnb spokesperson said.