How To Use Story Ads Effectively


So many choices for placements... more placements than we can even remember. Seriously, we don’t know exactly how many there are without checking our Ads Manager. However, one of them stands out from the rest.


That placement is Story Ads on Instagram, Facebook and Messenger. But also Snapchat, WhatsApp (soon), YouTube. It’s becoming a classic placement on all apps, and it was also Facebook’s fastest growing segment, remember?


In the campaigns that we use story users are much more engaged and ready for purchase. The results speak for themselves:


  • 78% more clicks.

  • 23% higher conversion rate.

  • 40% lower CPM.


But whenever I run “All Placements”, Stories are awful! You know, you wouldn’t have a 300x100 banner for the newsfeed, right? So why would you use a static square image on Stories?


Have a look at the mix we currently have. We’re not saying they’re perfect, but they are tailored for Stories at least. What does that mean?


  • Forget static when it comes to Stories. You can have a static image as a concept, but make sure you add at least some subtle animation to it.

  • Vertical. People used to make fun of vertical videos. Now it’s the standard for Stories.

  • Under 15 seconds. Yeah, people actually forget about this.

  • Easy to understand without sound.

  • Built for autoplay.

  • Almost unlimited text, maybe? You can have as much text as you need in the video. However, Facebook might flag your thumbnail for too much text if you leave it auto-generated, so just upload a no text thumbnail for your video and you’re good.

  • No comments and likes. Social-proofing can be a headache and you don’t need to worry about it here.

Our prediction is that Story Ads will be one of the best performing in 2020. If you need help you can always get with one of our experts on a Free strategy call by clicking HERE on this link.

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