Engage Your Audience with Stories in 2019

Stories on Instagram, Facebook, Messenger and WhatsApp (Status) give you an immersive, full-screen vertical format to bring your business to life through photos, videos, text, and effects. This fast-growing format is a great place for brands to connect with their audience via organic stories and through ads within stories.

 

Engage your audience with stories

As an advertiser, your ongoing challenge is to create meaningful engagement with your audience. Whatever your product, service or business goal, it's crucial to communicate with people in a form that's relevant to them.

 

In order to build your brand, increase your audience, and engage with current or potential customers, you need to speak in the same language as the people you're trying to reach. In the world of mobile, that language increasingly is stories.

 

The growth of stories

So, what's so special about stories? Why are they growing so quickly?

Stories offer people fun, creative ways to express themselves and connect with what matters to them. People can stitch together video, photo and text overlay to communicate moments with their friends, family, and followers.

They're quick, playful, fullscreen, attention-grabbing and in real time. The ephemeral aspect means there's less pressure to be perfect, which drives authenticity. In addition, people can retain and recall information faster on mobile than on desktop and since stories are optimized for fullscreen, vertical viewing, they allow people to watch multiple videos and photos quickly and fully engaged.

 

Share more often 

How often is your business sharing content, and how engaging is that content? If you regularly post content to your Facebook Page and Instagram account, or run ads, stories can help you better connect with your audience through a different type of media that your audience can enjoy and engage with.

 

Humanize your business

Your Page should come across as friendly and accessible, and stories can help people get to know you and your business better. Stories allow you to share more personal and relatable content because they often include the fun, fleeting moments that bring us together.

 

Reach people consistently

When a person in your audience misses a post and they then log into Facebook, your story will be visible at the top of their News Feed. It's a great way to reengage passive followers and bring updates to your entire audience in a dynamic way. 

 

Step by step: Create a story with the Facebook app

The steps to create and share a story are generally the same on Facebook, Instagram or Messenger, whether or not you're using an iOS or android device. However, there may be minor differences on each platform. The steps shown below are for a Facebook story on iOS.

 

1. Start a new story

  • Go to your Page on your mobile device.
  • Tap your Page's profile picture.

 

Select  + Create story

 

3. Choose your media type

  • Boomerang (a short video that loops forward and backward).
  • New image: Select Normal and press the shutter.
  • New video: Select Normal and press and hold the shutter.
  • Or select the camera roll icon to choose an existing image or video from your device.
  • Music: Choose from a selection of tracks to play along with your story.

 

4. Add effects

  • Tap the effects icon.
  • Scroll the available effects.
  • Select the ones you want (mix and match and play!).

 

5. Share your story

  • Tap the + Page Story icon to add to your story. 
  • Tap Add to your Page's story.
  • You can also save the image or video for later by tapping the Save icon.
  • Tap the Next button to choose to publish to your Page story, your News Feed or both.

 

6. Add to your story

  • Tap your Page's profile picture to add new elements to your story.
  • Add as many as you like.
  • The blue ring around your Page image indicates that your story is live.
  • Your story will appear in people's News feed for 24 hours after you share your first entry.

 

Use stories to reach people where they increasingly spend their time. Organic stories can build connections with your existing followers, and ads in stories can help you reach new people

 

As a marketer, use stories to:

  • Communicate your brand's message.
  • Engage your audience in fun and innovative ways with the available creative tools.
  • Showcase your products, services or place of business.
  • Announce a new promotion or marketing initiative.
  • Reach and expand your audience where they are.

 

Key takeaways

  • Create and share organic stories from your Facebook Page, Instagram business account, Messenger or WhatsApp (Status).
  • Post across Facebook, Instagram, Messenger and WhatsApp Status to maximize your reach.
  • Use stories to reach people often, humanize your business and stay relevant.
  • Play with creative elements like interactivity.

 

Make sure that your audience is engaging with your content.

 

Create distraction-free stories ads

Engage potential customers with immersive ads that bring your business to life. This lesson walks you through how to create ads that can run in stories on Facebook, Instagram, and Messenger.

 

Use Ads Manager and the Ads API to deliver ads on Instagram, Facebook and Messenger Stories. In addition, Instagram and Facebook Stories placements may be available for some ad objectives for ads you create from your Facebook Page or using Promote on Instagram.

 

 

 

What's a stories ad?

It’s a creative way of sharing fullscreen photos and videos with potential customers.

 

Stories ads:

  • Are full-screen and vertical. People are fully immersed in your ad.
  • Appear between people’s stories. You can access people’s stories by tapping the circles at the top of your feed.
  • Last longer than 24 hours. They appear in people's stories for as long as you set the campaign to run.
  • Display videos up to 15 seconds and photos for 5 seconds.
  • Can be tapped or swiped up with a call-to-action (CTA) and directed to a destination of your choice.

 

Why run ads in stories?

Stories ads enable you to reach your audience in a fullscreen, vertical environment where they're already highly engaged and immersed in the content. Create your stories at once and it can run on Facebook, Instagram, and Messenger.

 

Stories ads:

  • Engage your audience in a creative and immersive fullscreen format.
  • Inspire brand and direct response outcomes.
  • Use Facebook's targeting, audience reach, and measurement solutions.

 

Available ad objectives

Ads in stories are currently available for the following ad objectives.

In ads manager:

  • Reach
  • Traffic
  • App installs
  • Video views
  • Brand Awareness
  • Lead Generation
  • Conversions

 

In Page ads: (the Promote button on your Page)

  • Promote Your Website
    • Facebook Stories
    • Instagram Stories

 

Here are a few tools to help create your ads.  Everyone has a unique preference.  You can create a Facebook, Messenger and Instagram Stories ad with the following tools:

 

  • Ads Manager
    Create a new ad or design one using an existing post from your Facebook Page or Instagram business profile.

 

  • Creative Hub
    Create an Instagram Stories ad mockup that you can share with others before you publish it publicly with the CREATIVE HUB (Facebook and Messenger Stories ads are not available via Creative Hub).

 

  • Ads API
    Work with a Facebook Marketing Partner to optimize and support your ad buying, sourcing and/or delivery at scale through the Ads API.

 

Check it out.  If you’re an advertiser on Facebook who shares access to multiple Pages and ad accounts with other people, we recommend you transition to Business Manager.

 

  • Business Manager is a more secure way to manage your Pages and ad accounts.
  • You can see who’s working on what and what they have access to see and work on.
  • You can also keep your business separate from your personal Facebook profile.

 

Create a stories ad in Ads Manager

Before you create an ad in Ads Manager, connect your Instagram account to your Facebook ad account

 

 

  1. Go to FB Ads Manager
  2. Select + Create.
  3. Choose an objective that supports ads in stories.
  4. Choose the Audience for the ad. 
  5. Choose Automatic Placements to run your ad across Facebook's family of apps and services, which includes stories. 
  6. Choose Edit Placements to select or deselect stories in Facebook, Instagram or Messenger.

 

FeatureFacebook and Messenger

Stories AdsInstagram

Stories AdsObjectives

  • Conversions
  • Reach
  • Traffic
  • App installs
  • Lead generation
  • Brand awareness
  • Video views
  • Conversions
  • Reach
  • Traffic
  • App installs
  • Lead generation
  • Video views
  • Brand awareness

Buying

  • Auction
  • Reach & Frequency
  • Auction
  • Reach & Frequency

Ads formats

  • Single image
  • Single video
  • Prompted carousel
  • Instant Experiences
  • Single image
  • Single video
  • Prompted carousel
  • Instant Experiences

PlacementsAvailable only with standalone and automatic placements 

 

(Facebook Stories + Instagram Stories or Facebook Stories + Feed at a minimum)Available only as standalone and automatic placementsPlacement asset customizationAvailableAvailableInterfaces

  • Ads Manager
  • Ads API
  • Ads Manager
  • Ads API
  • Creative Hub

InsightsPerformance insights in Ads Manager: reach, impressions and video metricsPerformance insights in Ads Manager: reach, impressions and video metricsMeasurementThrough Facebook:

  • Lift testing
  • Split testing

 

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Remember this-

 

  • Stories ads enable you to engage your audience in a creative and immersive fullscreen format.
  • Use stories ads for brand and direct response outcomes.
  • You can create stories ads from your existing creative, but we recommend creating images and videos optimized for stories.
  • Select Automatic Placements in ads manager to run ads across all available placements including stories, or... 
  • Select Edit Placements to run your stories ads as a stand-alone campaign.
  • Run stories ads along with other ads at scale with the Ads API.

 

If this helps please comment, share and like.  Thank you.

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