Instagram Stories: Direct Response for Performance

Currently, Instagram Stories offers marketers the ability to measure reach, exits, replies, people insights and video views. While these metrics are important, direct responses will enable brands a much needed connection to the website conversion and mobile installs/engagement (available at the end of May 2017).

This is exciting news for performance marketers who will be able to measure and optimize, and therefore, allocate ROI for performance on the social platform.

Brands will be able to place CTAs in their Instagram Stories content, which will allow for connection to websites, landing pages, and app installs (available at the end of May). This means Instagram Stories will open up possibilities for lead generation, website conversion, product/service sales and promotion, product orders, or newsletter sign ups.

The following CTAs are supported in the new Direct Response Instagram Stories:

Tips for implementing the Direct Response tactics:

• Breadth today, depth tomorrow
• Focus on broad targeting parameters to  identify target audiences in Stories and optimize performance in subsequent campaigns.
• Use automatic bids when starting the campaign and adjust them after 2-3 days if necessary. Make the first 1-3 seconds count; the best performing creative captures the users’ attention within 2-3 seconds
• Post-click experiences matter…a lot
• Do not redirect users to another domain. A single destination URL is highly recommended

• URLs that automatically ask for permissions (such as location) are highly discouraged
• We highly recommend that the initial destination page does not feature any ads
• We do not recommend pop-ups of any sort on the landing page

Sites that load in 5 seconds vs. 19 seconds observe:

• 25% higher ad viewability 
• 70% longer average sessions
• 35% lower bounce rates
• 2x revenue

To test Direct Responses for Instagram Stories today, try our platform for free.

If you are already a client, get in touch with your Client Partner.