Recognition of Brands Seconds After Appearing on Instagram Stories

Emma Steinman
Sep 6, 2018 · 3 min read

Instagram has always been a good platform for advertising because regular people can show brands in their Instagram posts. It is visual advertising, that combines tagging the brand label and adding hashtags to photos that get millions of views and likes a day. The main difference with Instagram stories, or stories on any social platform is that you feel like you are sharing the moment with another person. Especially with the filters that let interact with and respond to the live photo that you are viewing.

I am not currently active my personal Instagram, at least when it comes to daily posting, but there is something about stories that I enjoy. I like to get a glimpse at what my friends are currently doing, as long as there aren’t more than five posts on a story, otherwise I will just skip through most of the post. Still, if I pass through something that I find interesting I will go back to view the entire story. Similar to scrolling through your Instagram feed checking people’s stories has become a habit, but there might be more pressure to view it because there is a limited time before it will disappear.

That is also a good way to get a brand name out because even if the Ad story isn’t viewed for the entire duration the brand name is still out. In the article, The state of advertising on Instagram Stories in five charts by Seb Joseph is talks about certain brands choosing the stories as a form of advertising. Ads on Facebook are bringing in viewers there are a number of reasons why, but the biggest reason is because young people are generally using Instagram and Snapchat for stories as a form of communication.

It talks about the performance of ads between Instagram to Facebook, the average cost and how many people the stories are reaching. Overall, stories don’t seem to be benefitting as much as other forms of advertising, but brands targeted towards the ages 16–34 are actually benefitting because of the usage of stories. Sharing stories creates dialogues, and Ads have always focused dialogue with the consumers in some way. This is only a temporary form of advertising, just like how social media usage is down (specifically talking about Facebook and Twitter) something new replaces the old social media platforms, and that will be true with the stories people are posting.

Stories are a popular form of advertising for the younger generations. Smirnoff and Stella Artois are beverages that have currently been advertising a lot on Instagram stories, and although I was already familiar with those brands, when I recently went to browse through alcoholic beverage those were two brands that immediately popped in my mind. Brands that have a younger target are benefitting from advertising on the social media platforms because ads need to keep up with what currently is popular and trending to keep the interest of the audience. It seems to be less about impression and more about recognition of the name. Since brands are advertised by the people and by influencers, paying for an ad to appear on a story is an extra way to get the brand name out. But this only seems to be a temporary solution in the next few years Ads will have to once again change it up.

Article

https://digiday.com/marketing/state-advertising-instagram-stories-five-charts/

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade