Brands Can Now Add Instagram’s Poll Sticker to Instagram Stories Ads

Three-second video views rose during beta campaigns

Starting Tuesday, advertisers across the globe creating Stories ads will have access to the poll sticker Instagram

Instagram is beginning the process of bringing interactive elements to its Stories ads with Tuesday’s rollout of its poll sticker for use within those units.

The Facebook-owned photo- and video-sharing network said in a blog post that 500 million people use Stories daily, and 60 percent of brands that use Stories add interactive elements such as location, @ mentions and polls every month.

Instagram added that the Facebook family of applications has over 7 million advertisers, and 2 million of them are using Stories as part of their efforts.

Starting Tuesday, advertisers across the globe creating Stories ads will have access to the poll sticker.

Advertisers can go to Ads Manager, select Instagram Stories as their only ad placement, and check the box for “Add an interactive poll” when uploading their creative and editing their text.

Instagram said in its blog post that during nine out of 10 beta campaigns including the feature, the polling sticker boosted the number of three-second video views. Dunkin’ saw a 20 percent lower cost per video view in its beta campaign with the poll sticker, and Next Games drove 40 percent more app installs.

Dunkin’ Brands senior manager of brand stewardship Melanie Cohn said in the blog post, “We’re always open to testing ad products that give people a new experience and memorable touchpoint with our brand. Delivering ads in Instagram Stories with the polling sticker showcased our new product story seamlessly and encouraged participation, while driving results that matter.”

Fashion and cosmetics retailer Asos was also part of the test group, using the feature to promote its new Collusion unisex fashion brand.


Collusion head of brand marketing Hannah Craik said in the blog post, “When we launched Collusion, we wanted to collaborate with customers, and interactive Instagram Story ads are a great format for this. So, for our first, we asked, ‘Do you think clothes should be gendered?’ Nearly two-thirds of people who interacted with our story voted that clothes should not be gendered, in line with how we concept Collusion and providing insight into the customer. We loved using the polling sticker to engage with our audience and make them feel a part of Collusion.” David Cohen is editor of Adweek's Social Pro Daily.