three Reasons Why Instagram Stories Ads Have Plenty of Staying Power


Since final writing about Instagram Stories adverts in 2017, Instagram has developed the providing from each a consumer and promoting perspective. Since rolling out Stories in 2016, Instagram has given customers extra methods to share and have interaction with the content material, whereas providing advertisers extra interesting options and capabilities, together with assist for full-screen adverts.

With 500 million energetic customers, one-third of the most-viewed Stories coming from companies, and one in 5 Stories getting a direct message from viewers, it’s clear that Instagram’s choice to undertake Stories was the proper one. Here are three extra the reason why Instagram Stories and its Instagram Stories adverts will stay a secure guess for years to return.

The Dominance of Mobile Video

Mobile video is unimaginable to disregard. Full cease. According to eMarketer, the variety of US smartphone video viewers will attain 187.7 million this 12 months, with an expectation that it’ll develop to greater than 200 million by 2022 or almost 65% of the Internet-using inhabitants within the US. Couple that with the truth that common time spent watching cell video is predicted to be near 30 minutes per day by subsequent 12 months, and the significance of linking video with cell has by no means been nearer to the frontline. For Instagram customers, their liking for Stories looks like a logical conclusion.

For advertisers, the elevated give attention to the tales format is logical as properly, and advertisers are responding by allocating a extra substantial portion of their budgets to satisfy the market demand. By 2022, cell video advert spending within the US will swell to $24.81 billion, representing a 55% enhance in spending in comparison with what’s anticipated to be spent in 2019.

As lengthy as Instagram customers are flocking to Stories, count on advertisers to be there too.

Vertical Video Reigns Supreme

Remember when the market wasn’t satisfied that vertical video could be accepted by the lots? Sure, you would argue that the preliminary trepidation round vertical video, which arguably made its debut with the launch of Snapchat in 2011, was a results of the market nonetheless adopting cell units (primarily smartphones) on a big scale. While this could’t be linked immediately, in 2011, the share of Americans who owned a smartphone was simply 35%, and the most well-liked cell app was Angry Birds. Today, that quantity is 75%. So possibly that argument isn’t that far off.

Due to the widespread adoption of cell coupled with an total acceptance of vertical video—because of a higher-quality expertise and more practical advert experiences, and we’ve discovered ourselves dwelling in an ecosystem that not solely welcomes vertical video however encourages it.  

As the world strikes away from feed-based updates and additional embraces the vertical format, Instagram Stories will stay an efficient strategy to attain shoppers in a manner that mirrors their habits.

The Market Is Answering the Call

Since Snapchat launched the short-form, ephemeral format when it burst onto the scene in 2011, almost each main social platform has honed its sights and diverted its sources to supply a like-minded providing. While the world outdoors of Snapchat was gradual to reply—though the tides started to show two years after Snapchat’s founding when Facebook tried to buy the upstart social platform for $three billion—there’s been an inevitable shift.

First, Instagram added Stories in 2016, which got here roughly 4 years after buying the corporate and 5 years after Snapchat’s emergence. Following that, WhatsApp, one other Facebook-owned property, launched WhatsApp Status. Then got here Messenger Day (now known as Messenger Stories), and a 12 months later, Facebook rolled out an analogous function, which represented a blatant transfer to show the format into mainstream habits because of Facebook’s capability to succeed in billions of individuals throughout the globe by way of Facebook’s cell app.

As if that wasn’t sufficient, Facebook even earmarked Stories as its greatest driver of progress transferring ahead as total adoption plateaued after saturating almost all the developed, internet-connected world. Whatever manner you take a look at it, when the business leaders come to the desk, it’s time to take discover.


In 2017, Instagram Stories was being lauded as a blatant copy of Snapchat. It was, and to a point, nonetheless is. However, the fact is that immediately, the numbers converse for themselves. With 500 million folks utilizing Instagram Stories, the immersive and full-screen advert stock obtainable presents a chance no advertiser ought to move up. As the world basically modifications the way in which it communicates, Instagram Stories and Instagram Stories adverts have all of the endurance to stay a key stakeholder in any advertisers’ long-term technique.


 Learn More about How Instagram Advertising Has Matured

Download our Instagram Research Report

Download Now