Why brands should run more ads in Instagram Stories
Brands underestimate Instagram Stories. This is shown by an analysis conducted by the social media marketing platform Socialbakers.
Marketers know that Instagram Stories are a great way for brands to drive organic reach and engagement to their own channel. Unlike regular Instagram posts, which only appear in a user's newsfeed, which in turn is sorted by Instagram's algorithm, Stories are actively consumed.
Nevertheless, advertising expenditure here is four times lower than for posts (Figure 1), as an analysis by the social media marketing platform Socialbakers shows. Ads in stories are twice as cheap on a CPC basis (Figure 2).
Social media data has long shown that Instagram is becoming the No. 1 social media platform in terms of brand engagement. In absolute terms, Instagram offers brands much more engagement than Facebook, although the target group here is significantly smaller (Figure 3).
