Five tables to see the status of Instagram Stories ads . .
Source: DIGIDAY
Author:Seb Joseph
Compilation: Wu Jingya
The rapid growth and use of Instagram Stories has caught the attention of advertisers, with advertising capital shifting to Instagram and brands such as Smirnoff, Nike and Stella Artois starting to invest more in vertical video.
Here are five tables to show you how Instagram Stories is marketing.
Bring more advertising capital to Instagram
Instagram is getting more and more ad budgets, and it's growing at an alarming rate. Much of this is due to the success of Instagram Stories. Markle's second-quarter customer fees show that the company spends 23% of its Time on Instagram. Jay Sethi, Smirnoff's U.S. vice president, said that while the visibility of Facebook ads is there, Smirnoff has increased its advertising spending on the Instagram Stories platform in 2018, driven by the company's social media budget.
The cost of advertising for thousands of people is falling
While Instagram Stories' ad format is attracting more and more users, older users are not feeling the rising cost of viewering. According to Brand Networks' analysis of customer spending, the average cost of Instagram Stories in the first half of 2018 was just $4.91 after a price increase in 2017.
In some cases, buying ads on Instagram Stories is even cheaper than buying ads on Facebook, says Catherine Chappell, head of paid social accounts at iProspect.
One media buyer, who asked not to be named, said Instagram's cost-per-click (CPC) was 1.25 times that of Facebook. From an acquisition perspective, Instagram can cost three times as much per action (CPA) as Facebook.
Advertising reach is poor
Delmondo, a data analytics firm, has studied more than 5,000 Instagram Posts this summer. The results showed that non-Instagram Posts were on average three times more visits than Instagram Stories posts. Advertising executives believe that presenting a brand image through stories can capture the reader's eye and effectively offset negative considerations about under-reaching advertising.
Brand completion rates have improved significantly
According to Delmondo, the average completion rate for Instagram Stories brand stories in the first five months of 2018 was 72%, up 8 percentage points from the fall 2017 figure. Nick Cicero, Delmondo's chief executive, says advertising stories for sports organisations, brands and entertainment content often attract a more enthusiastic and potentially business-friendly audience.
"Practicing this (story) form and creativity is the key to success." Cat Turner, CULT's chief creative officer, says this will allow consumers to be aware of their environment and thus mobilize their motivation and purchasing power.
Win the favor of young consumers
Between 14 May and 23 May 2018, VidMob conducted a market study of 1,000 UK consumers aged 16-24 and 1,000 aged 25-34. The survey found that 63% of 16-34 year olds read ad stories daily on both Instagram and Snapchat platforms. By contrast, 18-36 year olds are more likely to follow Instagram, with about 68 percent opting for Instagram and 49 percent choosing Snapchat.
"If you attend an event and want to share it with your friends, will you announce it directly on the Internet?" It might be a better way to tell it in the form of a story. Leah Forsyth, managing director of Harriman Steel, an independent creative agency, said. To share a story is to start a conversation. You invite everyone to get involved and look forward to their response. You can even enrich your expression by creating a personalized animation layer with gifs. "
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