Instagram Stories Direct Response Ads Testing Expands

In May, Instagram Stories direct response ads went into an initial round of testing, now the social media platform is expanding that test to more profiles……

Instagram continues to slowly monetize its platform by expanding ad buy potential. The social media company added new direct response ads as far back as November and increased its openings in May. The direct response ads are similar to the “See More” swipe up prompt available to verified users. 

Instagram Stories Direct Response Ads Testing Expands

Now, Instagram is apparently expanding the ad buy option to more profiles, according to some recent news reports. Although Instagram has not provided official confirmation, those reports suggest accounts with over 10,000 followers can ad swipeable links to their Stories. Marketing Land reports the new option is available through the Facebook self-serve ad buy tools, as well as through Ads Manager and Power Editor, along with the Facebook advertising API. 

Instagram Stories direct response ads, which appear between Stories as users swipe through, can include a single vertical image or vertical video up to 15 seconds long. A call-to-action appears at the bottom of the screen, with the following prompts:

  • Apply Now
  • Book Now
  • Contact Us
  • Donate Now
  • Download
  • Learn More
  • Send Message
  • Request Time
  • Start Order
  • Shop Now
  • Sign Up
  • Watch More

A clone of the Snapchat feature, Instagram Stories boasts over 200 million users engaging daily. By comparison, Snapchat claims only 166 million DAUs or daily active users. Back in March, Instagram opened Stories Ads to all businesses and these direct response ads will likely become available to all brands. Instagram Stories live video rolled out in January, to challenge competitors Periscope and Snapchat.

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