Why we’re all in on performance branding – and how it can transform your growth.

Using What You Know About Instagram Stories & Applying It To Facebook

Bryan Karas

September 27, 2018

Facebook Stories ads are now available to all advertisers and that’s great for brands who are looking for a new ad placements on the Facebook platform. Just like Instagram Stories ads, these new FB Stories ad unit includes Facebook’s full ad targeting and measurement features.

Certain brands were able to test Facebook Stories ads earlier this year. This is what Norwegian Airlines director of global marketing had to say…

“With the addition of advertising within Facebook Stories, we will be able to reach a larger and more diverse audience in a more creative way, allowing us to intertwine storytelling and advertising in the user’s own preferred channel of communication.”

He went on…

“Not only is it cost-efficient, but has a significant global reach, and easily accessible for users through their own mobile device, with a clear call to action.”

Numbers don’t lie…

Facebook Stories has grown to over 300 million DAU and 68 percent of people say they use stories on at least three apps regularly (currently Facebook’s Family of Apps has the Stories feature on Facebook, Messenger, Instagram and Whatsapp).  

What’s even more interesting on the performance marketing side is that Stories drive action. According to an Ipsos study, 62 percent of people said they became “more interested in a brand or product after seeing it in a story” and “more than half of people surveyed said they’re making more online purchases as a result of seeing stories.”

KFC, another Facebook brand partner that was given early access to FB Stories ads saw 33 percent lower cost per views and 19 percent lower cost per impressions. A lot of marketers gawk over numbers like that but let’s keep it real there’s a little bit of a first mover advantage going on…

Getting It Done

We could sit here and talk about all these stats and how great Facebook Stories ads are and blah blah blah – but that wouldn’t be our style! Since FB Stories are essentially Instagram Stories – just on Facebook – there has to be similar application regardless of the platform. Let’s talk about what we know about Stories…

Consumer Stories (those from regular users) are not TV quality so Brand Stories don’t have to be either. Perfection syndrome causes more harm than good so just know that your Stories ads – or content – doesn’t have to be perfect. Actually, the more your Stories content look and feel like something user generated the better.

Stories need to be under 15 seconds and this sort of short-form video can super basic. It could be something as simple as a two second boomerang of someone using the product. You could also work in a slideshow that uses the testimonials of  influencers you’re working with…

At the end of the day, we all have to start moving away from still images – video drives nine times more post-click website visits than still imagery in ads.


Complete Guide to Creating Amazing Instagram Stories Ads – and Facebook?

Here’s an awesome blog post on Instagram Stories Ads best practices and examples from top advertisers. It covers everything from how to keep your brand visible, how to stay relevant and how to use influencers.


Sh*t You Need to Know

Google is getting into stories?

Google will start allowing certain crypto ads soon

Amazon opens up more in-app sales for Alexa Skills

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About the Author

Bryan Karas

CEO

On a mission to save businesses $100M in wasted marketing spend by 2026. CEO at Playbook Media/ GrowTal, Angel Investor, Startup.

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