Good Morning, McCann: Instagram Stories Workshop
To continue the Good Morning, McCann series, Instagram visited McCann to present a workshop on Stories. The Instagram team gave us an overview of the platform, discussed how it has evolved in the year since being launched, reviewed the different ways advertisers can leverage the product, and engaged McCanners in Story School.
Since Instagram Stories launched in August 2016, it has been the fastest-growing product in the Facebook family; currently 250MM people use Stories each day. The mission for Stories is to help turn the “epic into everyday”, according to Facebook, while supporting Facebook’s overall mission to ”strengthen relations through shared experiences’. Stories has not only caught the attention of consumers, but has also become a business opportunity for many brands. One third of all Stories viewed are created by marketers. One of the strongest benefits of Stories, which you don’t necessarily get with Facebook, is that brands can make their own creative rules. There aren’t many “best practices” put in place yet by Facebook for Stories, so the platform offers brands the freedom to create what they want.
Story ads play in full screen mode between organic Stories. You can leverage a Story to showcase a product feature or provide exclusive experiences for consumers. Instagram even makes it simple for advertisers to build their stories in the creative hub, and from there they can be sent directly to the client for review and approvals. Instagram has found one of their most successful Stories ads was built in the Canvas feature. This is a way for consumers to receive a fast experience with the highest quality. This is a complex ad with immersive features, where consumers do not have to leave the app to find more information. There is already content loaded into the ad, so consumers can swipe through, or up and down, for more content. Advertisers are able to collect direct responses from consumers who are viewing the ads by simply adding that feature.
At the end of the workshop, Instagram invited McCanners to participate in Story School. Instagram walked us through the steps to create a Story and provided some tricks to make your own Stories more impactful.