Use this lesson to:
- Prepare your creative assets for Stories ads.
- Create more effective ads in Stories.
- Use the available formats to enhance your Stories ads.
Ads in Stories provide a new way for you to get your message about your business and products out to new and existing customers. This lesson gives recommendations and creative considerations to help you enhance the ads you create to run in Facebook, Instagram and Messenger Stories.
Create eye-catching ads in Stories
When you create ads that run in Instagram, Facebook and Messenger Stories, the photo or video you choose for the ad appears as a fullscreen Story in between other Stories. Unlike organic Stories, ads in Stories do not disappear after 24 hours.
Use ads in Stories to show:
- Product inspiration or launches
- Exclusive experiences
- How-to demonstrations
- Behind-the-scenes videos
- and much more
Consumers share frequent, casual and authentic moments in Stories. You can create a Stories ad no matter how simple or polished your assets are.
Creative considerations and areas of exploration for Stories
Think about how to create effective ads in Facebook, Instagram and Messenger stories. We suggest that you look at the creative opportunity on Stories through these three categories:
Considerations versus experimentation
The Stories format is still evolving as the community of people who use Facebook, advertisers and creators find new ways to use the emerging tool kit of Stories features, platforms and possibilities. We have some initial clues about what seems to work well and some questions about what we still need to test.
These are the areas where we’ve already seen evidence of which creative approaches appear to achieve results.
These are the areas where we’re still exploring, testing and learning. We recommend advertisers do their own testing to find what works best for them.
Next we’ll look at creative considerations and areas of experimentation for each of these three areas: approach, brand and design.
By approach we mean how you build your creative to best take advantage of the Stories format.
Consideration: Keep attention with speed
What we’re seeing:
People consume Stories content quickly, so speed is key.1
What we recommend:
- Craft creative that captures attention from the first frame.
- Create ads that use speed to keep attention.
Ritz Crackers used speed to show the breadth of recipe possibilities with its crackers.
People look to Stories to connect with brands and products relevant to them. Brands can connect with consumers in new and creative ways through the Stories format.
Consideration: Begin with your brand
What we’re seeing:
- Top performing ads integrate branding and key messages at the start. 1
Integrate branded elements (logos, packaging, design elements) at the start of your creative.
- Lead with shots of your products against vivid backgrounds.
- Use high contrast colors and put your brand front and center.
Here, 5 Gum opens its Story ad with its brand and product to capture attention and increase recall.
People consume Stories differently than they do other media. Make sure to create content that takes the specific design elements of Stories ads into consideration.
Consideration: Pair text with focal point
What we’re seeing:
- 75% chance of better performance with central placed text for add to cart 1
- Pair text with key shot or frame of person/product to draw attention to the focal point.
- Be careful not to cover crucial information.
In this example, jewelry retailer Bonny & Read saw its best results with the text vertically centered and paired with the visual focal point
Customize assets for individual placements
We recommend different aspect ratios for different placements. You don’t need to create vertical (9:16) content for Stories from scratch every time you run an ad across placements.
Our asset customization tool lets you crop and change your creative for different placements. You can customize your creative for Stories (vertical), Feeds (square) and other placements (horizontal).