Facebook Stories Ads: How to Make it Work Efficiently?

What are Facebook Stories Ads?

Facebook Stories Ads are vertical, visual advertisements placed in the Stories feed on mobile devices. Image ads in this format can appear up to 6 seconds, while a video ad can potentially be 15 seconds long. To visit an external page (e.g. landing page), users need to swipe up on a call-to-action.

Facebook Stories were introduced for users to share and discover content, interact and engage on a vertical screen. They look similar to Instagram Stories creating an immersive full-screen experience:

On Instagram, ads in stories were officially introduced in March 2018 and were an immediate success. Airbnb reported a double-digit point increase in ad recall. On Facebook, they give marketers an additional way to boost conversions on the web’s biggest social network.

While Facebook revenue has grown year-over-year, forecasts have predicted that its operating margin will decline — Facebook’s operating margin in Q3 was 2% lower than the previous year at 42%. This may explain Facebook’s plan to invest in stories, which have shown increasing popularity on Instagram with over 400 million users sharing stories.

Why are Facebook Story Ads a big change for advertisers?

The ad type provides businesses with another weapon in the battle for user attention. Chris Cox, Chief Product Officer at Facebook expects stories to be shared more than news feed content in the future, while Mark Zuckerberg notes that ensuring ads are as good in stories as they are in the news feed is one of Facebook’s objectives.

For now, Facebook Stories Ads present lower CPM rates due to lower competition. With Facebook seemingly turning their attention to Stories Ads, this placement presents a beneficial opportunity for advertisers hoping to boost leads, conversions, traffic, or brand awareness.

Research has shown that 62% of people have more interest in a product or brand after viewing a story. Additionally, more than 50% of people surveyed make more online purchases after viewing story content.

With 38% of survey respondents talking to another about a product or service viewed in a story, Facebook Stories Ads present a method of increasing brand awareness by word of mouth. The stories format can deliver your brand message in full screen, allowing users to focus entirely on your ad.

Facebook Stories Ads also give advertisers the potential to repurpose their advertisements for both Instagram and Facebook platforms, saving time and money on creating extra content, and enabling A/B testing over both platforms.

KFC UK noted their Stories campaigns delivered 33% lower cost per view and 19% lower cost per impression while still using high-quality content and controlled targeting. But in the future, utilizing stories for ad placements potentially means more money spent on visuals and improved video content.

A significant benefit for advertisers would be if Facebook introduced unskippable ads, which would ensure an ad could not be swiped through. Snapchat introduced this feature in May 2018, which meant advertisers had less pressure to make highly creative content to compel users not to swipe away. The drawback though is user experience since they lose a little bit of control.

What are the most effective Facebook advertising formats for story ads?

As of my last update in September 2021, Facebook offers several advertising formats for story ads, which are short, immersive, and vertical videos or images that appear in a user's Facebook or Instagram Stories feed. The effectiveness of these formats can vary based on your target audience, goals, and creative content. Here are some of the most effective Facebook advertising formats for story ads:

Single Image or Video Stories

This is the most basic format where you can create short videos or images that tell a compelling story. These ads can be used to showcase a product, share a brand story, or promote a special offer.

Carousel Stories

Similar to the single image or video format, carousel stories allow you to include multiple images or videos in a swipeable format. This is useful for showcasing a range of products, features, or steps in a process.

Collection Stories

Collection ads combine a cover image or video with product images below it. When users tap on the ad, they are taken to an Instant Experience (formerly known as Canvas), which is a full-screen interactive experience where they can browse more products.

Instant Experience (Canvas)

This format provides a full-screen experience that can include images, videos, text, and links. You can use it to create interactive and engaging stories that showcase your brand or products in a more immersive way.

Polls in Stories

This interactive format lets you ask a question and provide multiple-choice options for users to vote on. This can help engage users and gather insights while telling a story.

AR (Augmented Reality) Effects

Facebook offers AR effects that allow users to interact with your brand in a playful and creative way. This can be especially effective if you have a product that can be tried virtually.

Swipe Up (Link) Stories

If you have a verified business account or a certain number of followers, you can add a "Swipe Up" link to your story ad. This is a direct way to drive traffic to your website or landing page.

When creating story ads, remember these best practices:

Create Vertical Content

Stories are presented vertically, so ensure your content is optimized for this format.

Keep it Short and Engaging: 

Stories are meant to be brief and attention-grabbing. Keep your content concise and compelling.

Strong Visuals: 

Use high-quality images or videos that are visually appealing and aligned with your brand.

Clear Call to Action:

Clearly communicate what action you want the viewer to take after watching the story.

Test and Optimize: 

Experiment with different formats, content, and targeting options to see what resonates best with your audience.

Since advertising trends and formats can change, I recommend checking the latest resources or contacting Facebook directly to get the most up-to-date information on effective story ad formats.

Ready to make Facebook Stories Ads part of your ad strategy?

Perfect for showcasing your offer in an immersive visual format, Facebook Stories Ads are a great option because they typically experience low competition and potentially lower advertising costs. Now all that’s required is you build your own and analyze the results.