Business development · 2 March 2017

Instagram Stories targets small brands with full-screen advertising

Businesses will be able to maximise reach of Instagram Stories adverts
Instagram has announced the official launch of skippable, full-screen advertising in Stories its popular new feature for thousands of business owners.

With new tools, the social media platform promises to give an immersive and personally relevant new way for thousands of business owners to track the effectiveness of Instagram advertising.

In an announcement, the platform said testing full-screen advertising in Stories is underway for over 30 globally-recognised corporations, including Coca Cola, Loral and Nike, and the feature is to be rolled out to business users of any size in the coming weeks.

Having launched full-screen ad testing in January 2017, new tools such as Ads Manager and Power Editor will enable business owners to target specific audiences, maximise the reach of their adverts and determine how regularly they can be seen, on Instagram Stories.

The platform, which is owned by Facebook, has claimed the new tools will help new brands make social media content that’s more relevant for target audiences.

Instagram’s vice president of business, James Quarles, said in statement: “Businesses are seeing the opportunityof Stories asa new layer of intimacy that is raw and unfiltered. it’s a new way to deepen a relationship betweena businessand a person.”

Instagram Stories has gained momentum rapidly since the feature launched on the platform last year. Some 50m more daily users in the last three months means some 150m Instagram users now engage with Stories every day.



Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.

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