The Shift to Instagram Stories Ads and Facebook Messenger Ads

Team Pepper
Team Pepper
Posted on 28/09/218 min read
The Shift to Instagram Stories Ads and Facebook Messenger Ads

Table of content

  1. Instagram Stories Ads
  2. Instagram Stories Ads vs Feed Ads
  3. Making Use of Stories Ads in the Best Way Possible
  4. Facebook Messenger Ads
  5. Benefits of Messenger Ads
  6. Key Takeaways
  7. FAQs

After years of social media marketing and attempting to sell brands through the Facebook news feed, business marketers are shifting their focus to Instagram and Messenger as users are also moving away from Facebook to Instagram. 

According to Merkle, the increase in ad spend on Instagram has quadrupled (approximately 177 percent), while Facebook ad spends has increased only by about 40%, compared to the data from 2020. Facebook Messenger ads are a lesser-known type of ad but are continuously outperforming other types of ads. The Facebook Messenger Ads Case Study has proven this fact. Let us now discuss this tectonic shift to Instagram Stories ads and Facebook Messenger ads


Instagram Stories Ads

Instagram is more like a brand-building play, with its short-form video stories and visual information. With over 500 million regularly engaged stories users globally, your business should undoubtedly deploy these ads to promote branding and increase sales. 

Every month, 60% of brands on Instagram Stories include an engaging feature in their organic narrative, hashtag, @mention or poll sticker. Instagram Stories, like Snapchat stories, are self-disappearing videos and photo uploads that expire after 24 hours. It allows users to make short advertising between the stories of other people. The advertisements adhere to the pattern of a story, ensuring that the consumer experience is constant and the flow remains continuous.

Here’s a sample of a picture ad on Instagram Stories:

Why should advertisers choose Instagram Stories ads?

In terms of both everyday user engagements and ad inventory increase, Instagram Stories ads are the fastest-growing option for ad placement in social media marketing, according to Social Media Examiner. It has a great deal of genuine content but not as many ads. As a result, for the first time in a long time, there is some accessible ad inventory that has not yet achieved a fever pitch. Story advertisements typically have lower costs and, when done correctly, perform far better than feed advertisements. 

Because an Instagram story fills up the entire screen, it has nothing above or below it to compete with. It’s a thoroughly engaging experience. 

They mix in with the organic content and do not feel as intrusive or startling as other types of advertising. To elucidate, when going through your Instagram feed, it’s relatively clear when anything is an ad. Users frequently swipe right past feed ads as they immediately know the ad for what it is. When you’re scrolling through a stream of stories, however, the Instagram Stories ads are located in between actual stories, and it takes a few moments to determine what you’re looking at. That is where advertisers have an edge. 

Paper Boat’s Instagram ad approach has concentrated on building brand awareness. The brand has made a significant effort to create the network’s ad innovation with this goal in mind. It was one of the first few brands in India to experiment with Instagram ads and they were successfully able to create the best Instagram Stories ads. By incorporating comparable storytelling into its social media marketing, the company has maintained Kevin Systrom’s (CEO and Co-Founder) faith.

“We dig stories and can never have enough of it. Our office is agog with someone’s narrative almost at all times. Every once in a while, we need a monitor in our office to remind us to concentrate on other things as well. So we figured everyone must also dig stories. And Instagram makes it so easy to share them,” says Parvesh Debuka, the marketing head of Paper Boat. 

Instagram Stories Ads vs Feed Ads

1. Aspect ratio and creativity

The majority of social media videos have landscape (16 x 9) format. The content on Stories expands to occupy the whole screen, and the orientation is 9 × 16 vertical instead of 16 x 9 horizontal/landscape. This full-screen Instagram Stories ad experience necessitates a fresh approach to creativity. Advertisers should not merely use Instagram Stories as a supplementary ad placement; the placement does not convert feed creativity well. Therefore, Stories ads should be properly crafted for the Instagram Stories placement.

A feed ad often contains two distinct components: a graphic and text that a user can open to read more thoroughly. Stories ads have a fixed amount of real estate that does not comprise the body copy; the visuals and copy must work together as a unified creative piece.  

2. Message length

Stories advertising can last up to 15 seconds, longer than the typical second watch time for a feed ad. People view the Stories video for the entire 15 seconds, suggesting that it’s a more powerful placement. Viewing time may decrease if more advertisements are provided in Stories; however, users appear to be pretty engaged in comparison to what we experience with ads shown on the feed. When it comes to best Instagram Stories ads examples, they have a clear and concise message as a standard metric. 

3. Audio and subtitles 

Another advantage of Stories advertisements is that the audio in the stories is often unmuted by default, so your ad will show with the sound unmuted. That is not always the case on the Instagram feed. Because the audio in Stories is generally turned on by default, you don’t need to spend that creative real estate for subtitles. This implies that the music that plays in your advertisement counts a lot; it’s more likely to be heard.

4. Call to action 

The clickable call to action in a feed ad appears as a button at the bottom of the ad; consumers touch the button to know more, buy, etc. The call to action in an Instagram Story is an invitation to scroll vertically upwards (“Swipe Up”). The swipe-up function, which serves as the URL click-through button, is present by default, regardless of whether you put it in your ad creative or not. This is useful because to use the swipe-up option in an authentic Instagram Story, your account must have at least 10,000 followers. By creating an Instagram Stories ad, you can get around this barrier.

Businesses leveraging Instagram Story Ads the best way

They are designing Story-specific ads

Many brands and small businesses, in particular, may overlook this part and get lazy in designing an ad specifically for Instagram Stories. Successful businesses leveraging Story ads may not understand Instagram Stories, but they know well that Stories are their own thing. The audience feels much more attracted to them if they feel like the ad belongs in that space. 


They use videos 

Only a few people take into account the fact that static images can sit in the Stories for 6 seconds. On the other hand, a video can stay for 15 seconds on Stories. Aside from the fact that videos are more responsive and highly engaging, they can help in staying visible three times longer compared to images for the same amount of money.


They don’t confuse the audience

With Stories, the time to convey the brand message and CTA is really short. For example, people might see the brand on Instagram for the first time and if the brand is not careful, they’ll exit the Story before the brands can even tell them why they should join the business. In order to maximize the time to tell the brand story and convince the viewers to stay through the whole message, it’s crucial to focus on what the offering is and why people would want it. Most people will come up with the idea of why else they would want it after reading everything, which makes it easy to get the people coming back.

They use micro-influencers for product promotion

Recently, there has been a new type of influencer that has started to become prevalent on social media, and it’s called a micro-influencer. A micro-influencer is someone who has a following of fewer than 10,000 people, but these people are highly targeted. Businesses can talk to these people about the product they offer in a way that is effective, but they won’t have to pay through the nose to do it. Instead, you can reach out to micro-influencers and make a deal with them where they talk about your business in their Stories and share with the public the product’s USP. They can also ask them to review it or test it out and then report back with their honest feedback.


They showcase results

A sure-shot way of getting an audience interested in a product is by first ensuring that their needs are understood. If a product’s instructions are easy to understand and implement, then the people who use it should have no qualms or problems using it for its intended use. One way to do this is to emphasize the product’s results or benefits instead of focusing too much on what makes your product unique, as there might be other competing products that offer similar features.


Facebook Messenger Ads

Messenger is designed for businesses that want to manage their client relationships which are tremendously crucial in this day and age. Customers want to interact with brands in real-time instead of on the phone or over email. With 20 billion chats every month conducted between brands and Messenger users, it’s easy to see why a company might want to begin a conversation with potential customers through Messenger. When the company understands all about Facebook Messenger, they know how to put it to good use. There are two types of Facebook Messenger ads, Click-to-Message ads, and The Sponsored Message placement.

Shown in Image: Click-to-Message ads.

Shown in Image: Sponsored Message Placement.

Benefits of Facebook Messenger Ads

They stand out

This is especially true in the case of sponsored messages. Users must essentially pay heed. It’s similar to receiving an email in your inbox. To remove the notification and fulfill your curiosity, you’ll need to look at what it says. In an era when the feed is more crowded than ever, any tiny edge you have in standing out – or ditching the newsfeed entirely – is worth employing. 

They focus on conversation 

Opening the gates to a conversation can be a very effective selling strategy in social media marketing. Many customers may see an ad encouraging them to “shop now”, but they have a few queries or concerns. If you enable them to contact you for more information via Messenger, they are more likely to do so. Even if it isn’t the central objective of the ad, Sponsored Messages indirectly increase messages. People are far more likely to communicate directly through Messages because that message box is already available.

They’re a new way to interact with your audience 

Facebook Messenger Ads are not used by all marketers. If you do, you’re instantly doing something unique and giving users another way to engage with you. And because one-on-one conversations are so meaningful in building relationships, that’s a huge plus.

They help in reaching the target audience more precisely

Facebook Messenger ads help to target Facebook Messenger users who have been in touch with the brand, followed your page or those who have sent you a message. These kinds of users are more likely to be interested in your ads and the kinds of things that your company sells and, therefore, will be much easier to advertise to. They can even help reach out to those who have engaged with your brand but have abandoned your page by using these ads.

They help in lead generation

Click-to-Messenger ads have proven to be one of the best ways for brands to generate leads. By clicking on a brand’s Sponsored Message integrated into a social media post, a customer can engage with a company directly through a private message chat window on Facebook Messenger. While there are many types of interactions that can take place, such as responding to surveys and watching videos, this method has been especially effective because Sponsored Chat Messaging gives businesses an opportunity to nurture qualified leads by engaging them in one-on-one communications.

They boost conversions

Facebook Messenger ads have some of the highest conversion rates available. There are many nuances that go into a Facebook Messenger ad that a lot of people don’t know about, and that helps make the ads more effective. Messenger ads act on a CPA basis. Many people think that Facebook Messenger ads work by sending a message to the customer’s inbox. In reality, many people miss the message entirely, which makes the ad less effective. Getting a response by sending a message to a customer’s Facebook Messenger inbox instead is easier.

So, it’s time to look at the newest social media ad platforms. But before that spruce up your social media strategy.

Key Takeaways

  • The shift towards Instagram Story ads and FB Messenger ads is showing positive growth.
  • Video ads offer a higher ROI than image ads.
  • Creating Stories- or Messenger-specific ads are crucial.
  • Audience demographics are important for ads’ success.
  • Benefits offered by Messenger ads are higher than Facebook post ads.


1. Which platform is more beneficial for running ads?

You need to research the target audience and understand which platform your target audience uses more often. Using the right platform for running ads helps you maximize the ROI (return on investment) and generate more leads.

2. How are Stories and Facebook Messenger ads run?

Instagram Stories ads and Facebook Messenger ads are run through the Ads Manager. It is easy to use and lets you control the audience’s demographics to help you reach your target audience precisely. 

3. How can you make Instagram Story carousel ads?

A carousel is a combination of multiple images. You can create a carousel to tell a short story or advertise multiple products using this feature. It is handy as you only have one chance to grab their attention, so you better do it right! 

4. How much does it cost to run ads on Messenger and Stories?

The cost of running ads on Instagram is around 0.5-1$ per click, and it can reach up to 3.50$ per click depending on the competitiveness within the industry. The average cost per click (CPC) for ads run on Facebook Messenger is 1.27$.

5. What are the most effective strategies for Instagram Stories ads?

Decide what your goals are and who you’re creating your content for. The next step is to create effective and compelling messaging while using a combination of copy, images, offers, and CTAs. Analyze competitors and brands that have successfully integrated this into their marketing strategy.

6. Why are my Facebook click-to-Messenger ads not getting impressions?

There can be multiple reasons for Facebook messenger ads not getting noticed enough. It can happen due to narrow audience size, lower bidding, and using too much text in your ads. Sometimes, you need to wait a bit for better results and take help from an expert.

The latest from Pepper Content, right in your inbox

From our latest podcasts and articles, to the detailed guides and extensive resources. Follow the evolution of content.

By subscribing, you agree to Peppercontent’s Term of Use  and Privacy Policy.