Facebook Canvas Can Now Be Used in Ads in Instagram Stories

Instagram Stories can now be shared via Instagram Direct

Online flower retailer The Bouqs Co. demonstrates the use of Instagram creative tools Instagram

Instagram Tuesday announced several updates to Instagram Stories for both advertisers and users.

On the business side, ads in Instagram Stories can now be integrated with Facebook’s Canvas full-screen, immersive mobile ad units.

Instagram also introduced an uploading tool enabling brands to use their organic Stories as ads and access the creative tools of the native Instagram Stories camera.

Finally, Instagram Stories can be added to campaigns across Facebook, Instagram and Facebook Audience Network.

And on the user side, Instagram Stories can now be shared via the Facebook-owned photo- and video-sharing network’s Instagram Direct messaging feature.

Instagram said in a blog post Tuesday, “Marketers are able to use the creative versatility of Canvas to tell compelling brand and product stories. This seamless extension of the full screen experience allows advertisers to capture the attention of customers with just a single ad.”

It also shared an example of the integration in action, from mattress company Casper, which tapped the feature “to educate its audience about its unique product benefits and warranty, as well as to share client testimonials.”

Advertisers who choose to use their organic Stories as ads can incorporate Instagram Stories camera features such as face filters, Boomerang videos and drawing tools, and Instagram shared the example pictured at the top of this post from online flower retailer The Bouqs Co.

Sugarfina creative and social media manager Angela Hanks said of the new uploading tool (below), “This uploading tool has made it easier for us to create ads that feel native to the platform, and it allows us to more easily repurpose assets that we create for our organic content.”

And the ability to add Instagram Stories to campaigns on Facebook, Instagram and Audience Network “will be fully rolled out globally in the coming weeks.”

Meanwhile, Instagram users who want to share Stories via Direct can do so by tapping the Direct icon in the bottom-right corner and selecting friends or groups to receive it.

Users who receive Stories via Direct will see them in their inboxes, but when those Stories disappear from the Instagram application, they can no longer be accessed via Direct.

Users can also go into their Stories settings and disable the ability for other users to share their Stories via Direct, and Stories from users with private accounts can only be viewed by followers.

Instagram said this update will roll out globally “over the coming weeks.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.