Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Marketing with Stories on Facebook, Instagram and Snapchat

How Consumers and Marketers Are Using This Creative Format

Download
Share
About This Report
Stories are hot in social media, and the ad opportunities are growing fast. How are consumers using stories, and how do they respond to marketing in stories?
Table of Contents

Executive Summary

Facebook is making a major push for stories across all of its apps, betting that consumers and marketers will gravitate toward this form of ephemeral communication. Stories are a creative playground, an enticing way to reach mobile-savvy young people and the latest twist on influencer marketing. But while they have been a hit on Instagram and Snapchat, few Facebook users have taken to them so far.

Are users watching stories on Facebook, Instagram and Snapchat?

Hundreds of millions of social users across Instagram and Snapchat are using stories on a daily basis. However, usage is less common outside of the Gen Z/millennial generations, and Facebook hasn’t cracked the code yet.

What are marketers doing with Facebook, Instagram and Snapchat stories?

Many marketers are now using stories for organic (unpaid) marketing on social platforms. Paid advertising opportunities are growing quickly, and stories are also becoming a vehicle for ecommerce and influencer marketing.

Which social media platforms are most popular for story marketing?

Instagram is now the platform of choice. Fewer marketers are using Snapchat, and Facebook is far behind. Stories on Messenger and WhatsApp will also be an option for marketers.

Why should marketers use the story format?

They are mobile-friendly, video-centric and full-screen. Story ads can be cheaper than feed ads because there is less auction competition right now, and the platforms are actively encouraging trial. Some marketers also report better engagement with stories vs. feed ads.

What are the challenges to creating stories for brands?

Story creative isn’t as easy to execute as it looks, and the vertical format is still new for some marketers. For marketers with reach objectives, the feed may outperform.

WHAT’S IN THIS REPORT? This report analyzes consumer usage of stories on social platforms, explores marketing and advertising opportunities and provides examples and best practices.

KEY STAT: The number of daily story users tops 400 million worldwide for Instagram and WhatsApp, while usage on Facebook and Messenger is lower. However, all are ahead of Snapchat’s total user base.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

12charts

Reliable data in simple displays for presentations and quick decision making.

14expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. How (and Why) Stories Took Off
  3. Four Ways Marketers Can Use Stories
  1. Best Practices for Marketers Using Stories
  2. Key Takeaways: What’s Next for Stories?
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Liz Cole
Digitas
Vice President, Group Director, Social Strategy
Interviewed October 11, 2018
Gil Eyal
HYPR Brands
Co-Founder, CEO
Interviewed October 29, 2018
Jen Forrest
DEG Digital
Director, Social Media
Interviewed October 16, 2018
Aaron Goldman
4C Insights
CMO
Interviewed November 1, 2018
Christine Göös
Smartly.io
Copy Lead, Head of Content
Interviewed October 25, 2018
Toto Haba
Benefit Cosmetics
Senior Vice President, Global Digital
Interviewed October 15, 2018
Caleb Kruse
Fluent, Inc.
Head, Social
Interviewed October 10, 2018
Jeff Miller
Snap, Inc.
Global Head, Creative Strategy
Interviewed October 9, 2018
Victor Pineiro
Big Spaceship
Senior Vice President, Social Media
Interviewed October 2, 2018
Maria Smith
Facebook
Product Director
Interviewed October 16, 2018
Jim Squires
Instagram
Head, Business and Media
Interviewed October 19, 2018
Claire Stapleton
YouTube
Head of Social, Core Brand
Interviewed October 11, 2018
Anita Walsh
Horizon Media
Vice President, Social Strategy and Marketplace Buying
Interviewed October 9, 2018
Stan Chudnovsky
Facebook
Vice President, Messenger
Interviewed October 3, 2018

authors

Debra Aho Williamson

Contributors

Tricia Carr
Managing Editor, Interviews
Rahul Chadha
Senior Analyst
Jasmine Enberg
Senior Analyst
Lauren Fisher
Principal Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Yoram Wurmser
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client