Facebook has introduced a new objective for Stories ads that incites users to start a conversation on Messenger.
The new ad objective was announced in a blog post by Mohit Rajani, Messenger Business lead product manager.
Rajani explained that the new Stories ads objective is available for Stories on Facebook, Instagram and Messenger itself:
“We know that when businesses place ads across a range of surfaces, including News Feed and Stories, it leads to an increase in conversions. This particular trend holds when businesses add multiple Stories placements to their campaigns, as well. In a recent test, seven out of nine brands that added the Messenger Stories placement to their Stories campaigns saw increased conversions—including app installs, add to carts, purchases or registrations—compared with campaigns that opted into single Stories placements.”
Over 500 million people are sharing Stories every day across Facebook’s ecosystem (including WhatsApp Status) and 40 million businesses are active on Messenger. Add to this the 3 million brands which are running ads on the apps every month and you understand how this new ad objective makes sense for the company.
This feature is now available to businesses with Messenger templates set up in their Facebook Ads accounts.