Facebook Stories have rolled out globally, but are advertisers ready? Amid election fraud and security breaches, Facebook app users are down. In fact, a recent Pew Research study reported more than a quarter of people surveyed had removed the Facebook app from their phones.
Of course, Facebook has already been profiting from stories on Instagram. But expanding this feature to Facebook itself will tighten the company’s grip on digital marketing ad budgets. So how can digital marketers position their content to perform at it’s best?
Facebook Stories Explained
For those of you wondering what Facebook Stories are, check out this article and get up to speed. In short, stories are a series of posts that appear for 24-hours in chronological order. You’ve likely seen them on Instagram, WhatsApp, and Facebook.
What Do the Numbers Say?
Keep in mind these numbers are still very new – time will tell which way the information is trending. So far, things are looking promising for Facebook Stories:
- “38 percent of people surveyed saying that after seeing a product or service in a story they talked to someone about it,” (Buffer, 2018).
- “CPM and conversion rates have been the best of any placements over the course of the last month, probably due to the fact that the competition is lower there,” (Digiday, 2018).
- 300 million people use stories across Facebook and Messenger daily,” (Buffer, 2018).
- Instagram Stories has 400 million daily active users as of June this year, (The Verge, 2018).
In Summary
It’s still too early to tell if the early numbers associated with Facebook Stories will stick. Being that the company has so many users, the new feature is likely to drum up some interest among some people. As competition for ad space in the stories feature increases, marketers will be able to better judge whether the ROI is truly there.
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