Since the launch of Instagram stories back in August, this feature has grown a substantial following. Right around 150 million users work with this feature each day. With this area of Instagram enjoying such a high level of success, Instagram has decided to put in some ads that will show up as people are scrolling through stories. They are launching these new ads over the course of the next few weeks.
To test the ads that will be placed into Instagram stories, Instagram has joined with 30 large advertisers who would like to get videos and simple ads to appear for these users. Instagram hopes that by adding full screen ads that appear intermittently as users swipe through photos and videos they will be able to increase advertising revenue generated within their app.
For now, these ads and videos are limited to still photos lasting five seconds and videos up to 15 seconds. These ads will also be skippable, which means that Instagram users will be able to pass them by rather than waiting for them to finish before moving on to look at the content that they are interested in. Businesses will be able to look at analytics surrounding their ads so that they can see which ads are more interesting to users and which are skipped often. This will allow businesses to target their ads at the content people want to see and the items they would like to buy.
The overall goal of adding these different ads to stories is to create a space where businesses are able to more easily connect personally with their customers. Businesses will be able to target their ads toward people who have specific interests so that their ads are really reaching the people who are most likely to purchase their product. By providing businesses with the tools to reach their customers, Instagram is making itself into a social media site that is better for businesses.