Having managed their social campaigns via the Paragone platform for three years now, BUX decided to test a new placement in a recent Facebook advertising campaign: Facebook Stories ads. They tested this new placement as part of a mixed-placement campaign which also featured ads in the Facebook news feed on mobile and Instagram Feed.
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Ads in Facebook Stories
The launch of Facebook Stories in March 2017 effectively signalled the social giant going ‘all-in’ on the stories format. Ads in Facebook Stories became available to all advertisers in late September 2018, and they currently work in a similar way to ads in Instagram Stories. Almost identically, these full screen vertical ads appear between Facebook user Stories. Photo Stories are visible for 5 seconds, and Video Stories up to 15 seconds, or until the user swipes out of the story. Supported objectives for Facebook Stories ads include traffic, reach, conversions, video views, app installs, lead generation and brand awareness.
Although delivery was lower than other placements (since Facebook Stories is still a relatively new placement), BUX were impressed by the results of the initial test. With a CPM around 79% lower than that of the ads in the Facebook and Instagram news feeds, BUX was able to reach their target audience more cheaply in the new placement.
BUX was most happy with the Cost-per-Install (CPI) – a metric of particular interest for them. The average CPI for Facebook Stories ads was under half that of installs from ads in Facebook and Instagram news feeds.
Our ‘StoryBook’: the ultimate guide to stories
Stories are the ‘it’ format. Facebook in fact noted earlier in 2018 that sharing in Stories is set to surpass sharing in Feed (across Facebook and Instagram) in 2019. Users around the world have latched on to this new way of posting and interacting.
And now smart brands are leveraging the opportunity, using Stories across social networks in innovative ways, to connect deeply with their audiences and drive purchase and loyalty through advertising.
Download our eBook and learn about:
- What makes the Stories format different to other formats in social media
- Best practices for Stories ads across each social network
- Examples of great stories creatives
- The Paragone Stories Creative Center
- Tips to success with Stories ads, across social networks.
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