As demand for Instagram Stories ads heats up, some early adopters turn to Facebook Stories
By Sara Shaw • August 17, 2018
Facebook news feed ad dollars are slowly following user engagement over to Instagram. Price spikes are scaring away some advertisers from Instagram Stories and leading them to diversify to Facebook Stories, which are cheaper. “Clients have pulled advertising from Facebook’s news feed due to low viewability,” the head of trading at one of the holding groups said. Smaller advertisers, who were some of the earliest adopters of Instagram Stories, are worried those ads are about to get pricey. Some companies are looking at Facebook Stories as a cheaper alternative.
“We have seen brands start to test Facebook Stories from an organic point of view, but the paid aspect is still in beta at the moment so not available to all advertisers,” said Catherine Chappell, paid social account director at iProspect. “I would not expect adoption to be as high on Facebook in comparison to Instagram as it is a different mindset when using each platform.”