Recent research by Facebook IQ has revealed that Stories Ads, when paired with feed placements, can boost brand impact further than their stand-alone counterparts.
Why? Put simply – and perhaps obviously – a paired Facebook Ads strategy enables brands to cover more ground, thus improving budget efficacy as well as leading to a higher brand lift. So much so, that Facebook IQ’s recent test within the EMEA region saw those that optimized ad placements by pairing stories with feed activations saw an increase of 21% in brand lift, as well as increased efficiency overall.
Furthermore, Stories Ads are part of a general trend towards mobile-first storytelling. Brands need to ensure that their Story content is optimized for mobile – assets should be designed specifically for vertical placement. This can further increase the efficiency of feed campaigns.
Research also indicates that including Stories Ads creatively optimized to the 9:16 placement in feed campaigns can potentially help boost brand outcomes by 35.3%. This makes the 9:16 aspect ratio crucial to the success of said possible outcomes.
So, how can you get behind the power of a paired Facebook strategy? Look to incorporate Stories placements in both, your existing, and future campaigns. Should you need guidance on planning, bidding, and targeting, to help boost your campaign’s impact, check out this guide to strengthen your Stories ads strategy.
Facebook also suggests you embrace the power of automatic placements, enabling you to easily boost the efficiency of your campaign budget, and impact, by directing your content to the most valuable opportunities – Stories included.
Perhaps the most important piece of the puzzle, though – the assets you create. First and foremost, keep your audience at the heart of your campaign. Knowing them, their interests and what they will most likely engage with is step one. Step two comes down to the execution of those insights into the creative assets for your campaign. And if you find yourself stumped, or in a creative rut, Facebook has some brilliant idea starters and inspiration in its Creative Hub. Alternatively, you can check out some examples here.
Don’t forget, though, mobile-first is important – and the driving force behind truly successful social media activations.
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