In January, Instagram announced full-screen ads were coming to Instagram Stories. At the time, full-screen ads were being tested by around 30 global brands, including Capital One, Nike and Airbnb. Now, all businesses can begin running ads in Stories optimized for reach.
In a blog post, the Instagram Business Team explained the reach objective:
By optimizing for reach, you can show your ads to the maximum number of people in your audience and control how often they see your ads.
The Instagram Business Team said the reach objective for ads in Instagram Stories is now rolling out, and it will be available globally “in the next few weeks.”
In addition, the team shared a success story from Airbnb, which recently used full-screen ads in Instagram Stories to advertise its new “experiences:”
Airbnb ran a series of 15-second video ads in stories to build awareness and buzz around its largest product launch to date—experiences on Airbnb. With its stories campaign, the company saw a double digit point increase in ad recall. Additionally, when people were asked to identify a company for travelers to find and book local tours, activities and experiences, the campaign saw a statistically significant lift in those that selected Airbnb.
Instagram launched its Stories feature in August 2016. As of January 2017, the feature had 150 million daily users. Instagram Stories allows users to share pictures and videos that disappear after 24 hours.
Click here to learn how to create ads that run in Instagram Stories.