Instagram Stories have proven to be one of Facebook’s most successful product launches in history. Stories are now seeing 250 million daily active users, about 50% of Instagram’s total daily users, and that’s all within its first year of being available.
Instagram saw what Snapchat was doing, and decided it can do that, too. They certainly did, and they brought the scale of their platform to the product as well, generating massive adoption and usage in the process.
Instagram Stories for brands are about to get a lot more compelling with the launch of Carousel Story Ads. Carousel Ads let brands create sequential stories with up to three cards made up of images or videos. Each of the cards can include a CTA driving to a web page, app store or other destination.
The sheer volume of users accessing Stories on a daily basis is enough of a reason for a brand to consider the medium as a way of driving awareness. Carousel Ads make Stories even more compelling.
It’s a Bigger Canvas
Three cards is a significant jump from the one card Sponsored Instagram Stories were limited to before this update. Three cards means brands have more time to get user attention. Stories are easily skippable, and one card can be passed by in an instant. Three cards give brands a much larger canvas and an opportunity to capture user attention before they move on.
It Invites Deeper Storytelling
Three cards open up new doors for storytelling in Sponsored Stories. Videos and images can build upon each other sequentially allowing the brand to tell a more interesting story that sticks in the minds of users. It also allows brands to feature products in greater detail and then leverage the CTA button to drive users to take action. Carousel Stories create the opportunity for brands to be more creative and dynamic in the way they use Stories to capture user attention.
It Builds on a High Impact Medium
Sponsored Stories (on Instagram and Snapchat) are pretty high impact. Most are watched with the sound on, and they always take up the entire real estate of a user’s mobile screen. And because people process images 60,000 times faster than text, Stories are already set up to be a powerful medium. Carousel Story ads take those strengths and overcome some of the weaknesses that were previous there: the need for simplistic storytelling and the ability to skip passed content almost instantly.