{"id":9336,"date":"2021-08-12T09:18:36","date_gmt":"2021-08-12T09:18:36","guid":{"rendered":"https:\/\/customlytics.com\/why-mobile-users-are-addicted-to-story-ads\/"},"modified":"2024-04-16T08:08:48","modified_gmt":"2024-04-16T08:08:48","slug":"why-mobile-users-are-addicted-to-story-ads","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/why-mobile-users-are-addicted-to-story-ads\/","title":{"rendered":"Why mobile users are addicted to Story Ads"},"content":{"rendered":"\t\t
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Storytelling is one of the best ways to capture attention and resonate with consumer emotions, who respond best to a well-crafted narrative \u2013 something that will never change.<\/span><\/div><\/div>\n

The way people consume content has changed though. As social media attention spans continue to shrink, content formats like Stories have become popular and won\u2019t lose power anytime soon. They are short, engaging, and addictive in a way that people can spend hours scrolling endlessly through feeds, one story after another.<\/p>\n

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The rapid rise of Story Ads<\/h2>\n

Ephemeral content is something that is available only for a short duration and disappears afterwards. Stories are perfect examples of this type of content. From the rise of TikTok and Instagram Reels, continued engagement on Stories content from Instagram, Snapchat and Facebook to brands creating other short-form content to educate consumers about their brand. <\/p>\n

Stories\u2019 short lifespan and interactive elements make them ideal for engaging followers while they\u2019re on the go.<\/p>\n

For instance take this example of the evident, substantial rise in Instagram Stories‘ daily active users with over 500 million worldwide, therefore making this growing sales channel a must for your social media marketing strategy – at almost 700 million daily story users, TikTok is the leader. Combined, all of these social apps reach close to 2 billion users with stories on a single day! <\/p>\n

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Source:<\/span> <\/em>Snapchat<\/em><\/strong><\/a>, <\/strong><\/em>Facebook<\/em><\/strong><\/a>, <\/strong><\/em>Hootsuite<\/em><\/strong><\/a>, <\/strong><\/em>BusinessofApps<\/em><\/strong><\/a><\/figcaption>\n<\/figure>\n
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The measures of the Story Ad concept are designed for measurable user interactions, which open up the possibility to continuously optimize your campaigns and guarantee the best possible efficiency. Taking the initiative to market your content via Story Ads is an opportunity to easily adjust KPIs for your Performance-Marketing and we will guide you through the most important aspects.<\/p>\n

At this point, marketers have taken notice of this trend and will continue to leverage it to their advantage. The question is: What makes this content so popular, easily digestible, yet valuable content in order to leverage it?<\/strong><\/p>\n

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How to market Story Ads<\/h2>\n

Ad fatigue increases due to the proliferation of all the different platforms. Seeing the same ad on multiple platforms creates \u201cad blindness\u201d. In order to make digital video ads more effective and less annoying, you need to adopt new innovative approaches in how to deliver short video ads. <\/p>\n

What are the most common things hindering clients from starting story ads?<\/p>\n

The clients are often stuck in old times, where video ads were lengthy forms of scripted storytelling. To make them understand this, you need to communicate that a forty second ad could be divided into four different Story Ads on social media platforms, ultimately creating more content. Breaking it into parts means getting more output of the time you spent on creating the content. Efficiency is the key here.<\/p>\n

Every client has certain expectations for the scalability of these ads. To some clients the only requirement is the performance aspect – not the retention, but the number of trials they get. Cost per acquisition is the particular KPI they\u2019re looking for. It\u2019s not necessarily about reach, but it\u2019s more about the general performance, such as the number of customers. That criteria might only apply for bigger clients, but evaluating a creative, whether it is good or bad \u2013 it all comes down to performance.<\/p>\n

That being said \u2013 this is a general, non platform specific observation we have seen for user acquisition and retargeting. Awareness campaigns for instance have different criteria, such as the time spent watching the ad. Take a thirty second ad, the importance here is that within the first fifteen seconds, the user has to get the message. Therefore it is not important to watch the whole ad, the message can also be delivered within the first ten seconds. A study done by facebook<\/span><\/a> <\/strong>shows the amount of time it takes to attract the mindset of a person is just six seconds.<\/p>\n

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Source:<\/span> babbel<\/a>, biteable<\/a>, bloomberg<\/a><\/strong><\/figcaption>\n<\/figure>\n
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Over time clients should tend to limit the length of ads to twenty seconds, whereas one year ago this might have been thirty seconds to further illustrate the point of decreasing attention span of users. <\/p>\n

For advertisers to get stuck in the past dwelling on perfectly scripted ads: It\u2019s now the time to reduce your expenditure.<\/strong><\/p>\n

Audience-specific content, in particular, will help keep ads relevant to viewers is an issue that remains top-of-mind for many experts. It\u2019s not that consumers don\u2019t like ads, it is just that when they are served an ad that isn\u2019t relevant to them, disrupts the environment they are in.<\/p>\n