Instagram has introduced two new marketing tools—stories insights in Business Tools and full-screen ads in stories.
More than 150 million Instagrammers use ephemeral stories feature since it was introduced last year. One-third of the most viewed stories on Instagram are from businesses. More than 70% of Instagram’s users follow businesses.
Instagram Business Tools will include insights on stories in weeks to come. The business profiles will get 4 options for individual stories within Business Tools: reach, impressions, replies and exits. The businesses will be able to get an idea from the insights and they can learn how to create more relevant content that resonates with the audience.
Another tool introduced by Instagram is full-screen ads in stories. The blog states,
“In addition to viewing insights, you’ll soon be able to run immersive, full-screen ads in stories. 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.”
These tools will help businesses’ marketers in target marketing and will generate revenue for Instagram. Instagram will first test the ads feature with more than 30 companies including Nike, Netflix, Maybelline and others. A global leader in accommodation, Airbnb has been constantly using Instagram stories features in marketing and creating awareness. Eric Toda, Airbnb Global Head of Social Marketing and Content, said,
“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,”
Instagram stories feature and along with it these business tools will be rolled out to everyone globally in coming weeks. Instagram plans to launch more of such features in future.
