Stories account for one-third of Instagram advertising

Rob Clapp

An overview of Instagram advertising and the objective of Story campaigns.

One-third of Instagram advertising posts are Stories, according to data from social analytics company Socialinsider and video marketing company Wave.video.

Of Instagram Story advertising posts, three-quarters (74.6%) are videos and one-quarter (25.4%) are static images. Further, video Stories have a click-through rate double that of image Stories (0.59% compared to 0.29%).

However, when looking at all Instagram Story posts, not just ad campaigns, videos account for a smaller share at one-half (52.0%). These generate more replies and have a lower exit rate than image Story posts.

For Instagram feed posts, though, marketers should emphasisecarousel posts that...

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