Advertisers shifting social spend from Facebook feeds to Instagram Stories

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by Josh Hall

Social ad buyers are putting more money into Stories, with Instagram Stories becoming the most popular choice.

Feeds remain the most popular placement for social ads, but a range of perceived advantages are pushing marketers to dedicate more of their budgets to Stories.

A report from Digiday has found that some agencies are spending as much as 40 per cent of their budgets on Instagram Stories ads, although feeds still remain the preferred destination.

The shift follows a concerted play from Facebook to highlight the benefits of Stories to advertisers.

Uptick in user adoption has helped to drive marketers towards the Stories products, along with more attractive pricing when compared with feed placement.

Additional features such as polling in Instagram Stories, along with the steady release of functions such as Boomerang, have also helped drive engagement.