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Instagram simplifies Stories for advertisers with three new tools

Facebook-owned image sharing network Instagram has introduced three new tools on the platform to simplify Stories for advertisers and marketers on the platform.

The first new tool is an integration with Facebook Canvas– a full screen ad format, which will allow advertisers on Instagram to create full-screen ads which loads instantly, and are mobile-optimised.

The second tool is Power Editor and Ads Manager, which allows businesses convert their existing Stories into ads. The company said in a statement that advertisers can use camera features like face filters, boomerangs, and drawing tools to create an organic piece of photo story or video story, and then repurpose as an ad. For a look at how the tools works, look at a demo here.

And the third upgrade is placement optimization, which allows cross-platform campaigns, ad it allows businesses to automatically include Instagram Stories into their Facebook and Facebook Audience Network campaigns.

Stories was launched in August 2016, and ads in stories in March this year, allowing users and businesses post pictures and videos for 24 hours, after which they would self-destruct. In its post, the company said that around 250 million people around watch and create stories every day, and the platform has nearly 700 million users globally.

Snaps at Snapchat

Note that Instagram Stories is a copy of Snapchat Stories where users can modify videos and photos through text and drawing tools. Snapchat also lets businesses advertise on Snapchat Stories, however, it looks like advertisers do not seem too enthused by Stories and is not a priority for media buyers, as indicated by Digiday.

Snapchat had launched a self-service Ad Manager for the advertiser, and Instagram seems to have taken a cue from that. Last month, Snapchat too had a copy-cat moment, when it launched Facebook (and now Instagram)-like ads power editor.

Instagram for Advertisers

The company has been adding or upgrading multiple features for advertisers off-lately to boost advertising revenues. Instagram said that in July, over 50% of businesses on Instagram produced a Story, and one in five organic stories from businesses gets a direct message. The platform had around 8 million businesses as on March, 2017.

-Early this year, the platform on-boarded over 30 advertisers like General Motors, Airbnb and Nike etc on Instagram Stories.

-In November last year, it added clickable shopping tags, which display information about products and price within posts on the feed.

-Before that, it launched a ‘keyword moderation tool’ to let users hide comments containing words they have blacklisted.

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