How to Create Effective Instagram Stories Ads?
What Are Instagram Stories Ads?
For those on a social media diet, Instagram Stories are 24-hour, self-destructing video and photo streams, similar to Snapchat stories. Once a user starts watching the stories of people they follow, the videos automatically play one after another until they’re all caught up or decide to swipe out.
Instagram Stories Ads allow you to insert a short advertisement between users’ digital stories. The ads fit the format of a story, keeping the user experience consistent and the flow uninterrupted.
Instagram has seven objectives for Instagram Stories Ads, which you can select when you build your ad:
- Reach: Show your ad to as many people as possible
- Video Views: Encourage as many people to view your video as possible
- Traffic: Send the most amount of traffic to your website or page
- Conversions: Drive conversion metrics like email signups or sales
- Mobile App Installs: Get users to download and install your app
- Lead generation: Open up a lead gen form that automatically fills out the users’ information
Tips for creating highly effective Instagram Stories Ads
Get attention with video Instagram Stories ads
When it comes to advertising on social media, first impressions are everything. And on social media, video holds our attention five times more than an image.
Using a video ad gives you more time to get your pitch across, fifteen seconds to be exact, versus the five seconds of an image. Those fifteen seconds are your chance to present your product, with visuals that make users laugh, or at least go, “what am I watching?”
Use the carousel option for increased engagement
With carousel ads for Stories, you can include up to three “cards” in your ad. Each card can be an image, 15-second video, or mixed media. They are best for showing multiple products or sequenced narratives.
Many big brands, such as Gap, are using carousel ads on Instagram Stories to keep users engaged and make the most of their ad time.
Create a consistent look
Developing your digital brand’s ‘voice’ is its own art form. But once you’ve found yours, channel it into your Stories ads. This will make it easier for users to identify and remember your marketing product as they scroll through their Stories.
Maximize the vertical space
Instagram Stories ads have a vertical layout. Use this to your advantage by creating an ad that covers the entire ad space. Crop and adjust images or videos so they fit nicely into the vertical layout.
Keep the ad copy short and sweet
Regardless of whether you go for an image or video ad, always make the visuals the star and the messaging supplementary. Keep text minimal, with just enough information to intrigue users to “Swipe up” or get your message across.
The messaging should be easy to glance at and understand. In most cases, your brand’s short tag line, no more than ten words, is all the messaging your ad needs.
Don’t make it look too polished
Instagram users are savvy and will clock an ad that screams “AD” pretty quickly.
Stories ads that appear authentic and organic, as opposed to overly polished or produced, tend to have more staying power. Adding a level of personality, with a welcoming message and style, will also help your ad stand out.
Successful Stories ads avoid looking too much like an ad and more like a regular Stories post, with a logo and branding casually thrown in.
Always include a call to action
A call to action (CTA) can be set for a Stories ad before you publish it on the marketing platform. Instagram provides several CTA options, such as “swipe for more,” “learn more” or “shop now.”
The Instagram-provided CTAs are branded buttons that aren’t too distracting or flashy. They are a great way to compel users to take action when they land on your ad.
CTAs are key engagement tools that can boost the number of clicks, and sales, generated by your ad.