Instagram Promote for Stories: What to Know

Recently announced, Instagram’s Promote feature is similar to Facebook’s Boost option and is now available for advertisers globally.

Because the Facebook brand, which owns Instagram, believes Stories are the future of social media, the new Instagram Promote ad format allows marketers to expand their reach in one of the most appealing spaces for consumer interactions.

What Is Instagram Promote for Stories?

Instagram Promote for Stories allows marketers to reach more consumers and specific target audiences with their Stories content. Because Instagram Stories see more than 400 million daily active users (DAUs), marketing amongst these short photos and videos might be the perfect avenue for brands to reach their ideal consumers, especially if they are between 18 and 34 years old.   Advertisers can choose to auto-target users similar to their followers, for example consumers in a certain location, or use all targeting parameters to inject their Story into the Stories queue

Instagram has more than 2 million advertisers, many of whom are small brands and entities that don’t have the budget to produce and air TV commercials. Instagram Promote for Stories allows these brands to turn their quick Stories posts into compelling ads that reach precisely the right audience. One-third of the most viewed stories come from businesses, and one in five stories gets a direct message from viewers.

How Can Marketers Use Instagram Promote?

With Instagram Promote, marketers can pay to instantly get their ads in front of more consumers on Instagram. Marketers select the “Promote” feature on their posted story, choose a destination for interested viewers to land on, select the targeted audience and then, voila: an ad!

What Does Instagram Promote Mean for Marketers?

Managing this advertising feature on social media can be a little tricky. You’ll want your content to focus on your products without seeming too promotional. Work your ads into Stories without negatively drawing your audience away from the entire platform’s experience, as this will drive better performance.

An option conducive to small brands with limited resources and large brands with plentiful budgets, Instagram Promote for Stories can help maximize marketing budgets by leveraging existing content and engaging ideal consumers.

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About the Author

Jonathan Katz is the Chief Media and Product Officer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018. An experienced serial entrepreneur in mobile and digital marketing, Jonathan’s expertise consists of an extremely proven track record in search, social and programmatic media. With his 20+ year career scaling start-ups and brands across health insurance, government services, automotive, careers, education, consumer finance and politics, Jonathan is now charting a new path via artificial intelligence marketing in performance media that will revolutionize the industry. Jonathan studied computer science at Florida State University and lives in Clearwater Beach, FL.

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