This past week, Instagram announced that it allows brands to create longer videos on the Instagram Stories - the Snapchat style of Instagram that allows people and brands to post photos and videos that disappear in 24 hours. Previously, companies could create one 15 second video that would disappear in 24 hours. Now, they can create up to three videos in sequence. This new feature allows brands to communicate more powerfully with consumers.
Instagram has become the key platform for Facebook as Snapchat popularity is decreasing with younger generation and since the platform is less prone to toxic political posts or fake news. As Facebook is changing its algorithms and advertisers are spending less time there, Instagram is becoming to be more and more important for the advertisers. Instagram Stories are working very well for brands and users can watch a short video and then swipe-up to learn more about the brand.
According to Sheryl Sandberg, 60% of Ads in Instagram Stories are watched with the sound on. On Facebook, auto play videos often run with the sound off in the News Feed for most users. e-marketer has estimated that 18% of Facebook revenue comes from Instagram advertising. Brands continue to flock to Instagram as the platform allows marketer to measure the effectiveness of campaigns.
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