Facebook advertisers now have the ability to create ads that reachReach measures the number of Accounts Center accounts (formerly users) that saw your ads at least once. You can have one account reached with multiple impressions. More users within Instagram Stories. Here’s what you need to know…
Instagram, as you know, is owned by Facebook. Instagram Stories are collections of images and videos that users create, similar to SnapChat Stories. If you are old (hey, settle down — I’m old, too), just know that this is all the rage and something the kids are doing these days. Facebook not only copied it for Instagram Stories but started doing the same for Messenger Day.
So… You want to create Facebook ads for Instagram Stories, eh? Let’s get to it…
Facebook Ads for Instagram Stories: Background
Facebook advertisers can now select Instagram Stories as a placementA placement is a location where your ad is shown. Examples include Facebook's mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More when running ads within Power Editor, Ads Manager or tools utilizing the Facebook ads API. Advertisers can place an ad image or video (up to 15 seconds) between Instagram Stories.
Of course, you won’t be able to choose which Instagram Stories feature your ad, just as you can’t choose which video, app or website it appears in or on.
Connect Your Instagram Account
If you haven’t yet connected an Instagram account to your Facebook ads account, you’ll need to do this first. Go to your Business Manager settings…
Select “Instagram Accounts” under “People and Assets” on the left.
Click to “Claim New Instagram Account.”
Enter your Instagram login credentials…
Select the ad account(s) that you want to access this Instagram account…
Now you should be good to go!
How to Create Facebook Ads for Instagram Stories
Within either Power Editor or Ads Manager, create a campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More using the Reach objective.
On the ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More level under placement, you may now see a message about creating ads for Instagram Stories…
You’ll want to edit placement to include only “Stories” under “Instagram.”
Once you make that selection, other placement options will uncheck (you can’t use other placements in addition to Instagram Stories).
At the ad level, you’ll have the option of including a single image or a single video…
If using a single image, Facebook recommends 1080 x 1920 pixels (9:16 aspect ratio) with little or no text.
If using a single video, it can’t be more than 15 seconds long with a file size of 2.3 GB. It also needs to be a 9:16 aspect ratio and at least 720p quality.
You’ll then need to either select an Instagram account or have the ad come from your Facebook page.
Enter tags or tracking if you want, but otherwise you’re all set to launch a Facebook ad within Instagram Stories.
Disadvantages of Facebook Ads in Instagram Stories
In the final step above, you may have spotted the potential disadvantages of running ads within Instagram Stories: You can’t promote a link or add text.
You are limited to a single image or a single 15-second video only. Your message is going to come from that creative, and nowhere else. You will have no opportunity to send people to your website.
Ways to Use Facebook Ads in Instagram Stories
Since there isn’t (currently) an opportunity to send traffic with your Facebook ads in Instagram Stories, this is purely an awareness play. And given that the only objectiveThe objective reflects the goal you want to achieve with your advertising and is established at the campaign level. More you can (currently) select is Reach, this shouldn’t be a major surprise.
Your image or video needs to make a memorable statement. And since Facebook doesn’t like images with text, that may prove challenging without the use of a video.
In most cases, I’d recommend utilizing the video format. You have 15 seconds to tell your story and make an impression.
This wouldn’t be an ad unit to lean heavily on for sales and traffic, obviously. But it could be a first step in a product launch to get the attention of a potential audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More.
My assumption is that you could create an Engagement Custom Audience of those who have watched the video. That would then allow you to create a second ad that targets those who watched it featuring a link to your product (or website).
Do you have the ability to create ads within Instagram Stories yet? How might you use it?
Let me know in the comments below!