How Stories Drive The Business Ads of Today

With over 500 million accounts using Instagram Stories daily and more than 300 million using Facebook and Messenger Stories everyday, mobile-driven storytelling has become a crucial channel for consumers and brands to deliver their messages in innovative ways.

Consumers, in fact, have taken to using Stories to share different types of content across Facebook's family of apps. According to an Ipsos survey commissioned by Facebook, among 1,526 self-reported Stories users in the Philippines, 75% said they use Stories on three or more apps at least once a week. As to Stories they are interested in seeing, 58% want to see Stories from brands that feel real, and 56% said they are interested in Stories from brands that introduce new products.

“The Stories format may be fleeting, but its impact is not. Stories across Facebook's family of apps are where people share and discover content they care about. There's opportunity for brands to spark interest and prompt more consumers to take immediate action on their online finds. It helps move things along in the consumer journey from discovery to purchase,” said John Rubio, Country Director, Facebook Philippines.

The survey reveals insights that brands can keep in mind when using Stories to engage with consumers:

People enjoy using stories to connect with brands and plan to do so more often. In fact, 76% of respondents in the Philippines think that Stories is a great way for people to get to know new products or services. 62% said they have become more interested in a brand or product after seeing it in Stories and 31% said that in the future, they will be even more likely to use Stories to connect with brands they like.

Stories also help forge stronger connections between brands and people. The format enables people to express themselves creatively, experience moments outside their everyday lives and feel part of a bigger community, the survey indicated. About 1 in 2 people surveyed said they have strengthened their relationships with brands, and many indicated that stories propel them through the purchase process. Through Stories, a shopper might discover a new clothing line, see a series of personal finance tips, or enjoy behind-the-scenes glimpses of how their favorite snacks are made.

Stories can inspire people to take action. 61% of Stories users in the Philippines said they're making more online purchases as a result of using Stories.  Across Asia-Pacific, the most common actions people said they took after seeing products or services in Stories include browsing the brand’s website to get more information (61%). A significant number also said they visited a store to check out the product or service in person (45%), while others said they sent a message to a business (31%).

Since Instagram Stories ads were launched in 2017, advertisers have embraced the format, creating highly engaging ads for people. Now, there are 3 million advertisers using Stories ads to reach customers across Instagram, Facebook, and Messenger.

Brands that embrace the Story format's full narrative power and maximize the creative impact of their campaigns can inspire brand and direct response outcomes that drive business results. Beyond allowing brands to get their message across, Stories is a fun and immersive way to develop closer relationships with an audience and engage with new customers.

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Images courtesy of Facebook and Instagram.

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