Facebook Now Lets All Advertisers Run Ads in Stories


Facebook Stories ads are now available globally to all advertisers.

Ads in Facebook Stories were first introduced this past May as a limited test in only three countries.

It’s also worth noting that, since May, the number of people viewing Facebook Stories each day has grown from 150 million to 300 million.

Now that the audience has grown, Facebook has expanded the availability of ads in stories.

In addition, the ad units offer many more features for driving business objectives compared to when they were first introduced.

Offering little more than the ability to drive awareness when first introduced, Facebook Stories ads now support every objective that’s currently available for Instagram Stories ads.

This includes:

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

To measure how well stories ads are achieving these objectives, Facebook’s full suite of targeting and measurement capabilities is available for stories ads across platforms.

In its official announcement, Facebook touts the impact of stories ads:

“Advertising in stories has proven to drive valuable business outcomes. In the Ipsos survey, 62% of people said they became more interested in a brand or product after seeing it in a story. And brands testing Facebook Stories ads are already seeing results. iHeartRadio, Kettle Chips and KFC are among the advertisers who have seen brand lift from their Facebook Stories ad campaigns.”

Here are some other statistics included in the study referenced by Facebook:

  • More than half of people surveyed said they’re making more online purchases as a result of seeing stories.
  • 38% of people said that after seeing a product or service in a story they talked to someone about it.
  • 34% said they went to a store to look for a product after seeing it in a story.

Advertisers can include Facebook Stories ads as an additional placement to News Feed ads or Instagram Stories ad campaigns.

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