Instagram Claims 150 Million Users On Stories
Back in August when Instagram introduced stories it was hard to find anyone, especially a SnapChat user, that said they would use the stories feature. Instagram Stories is a 24 hour story feature which has always looked like a blatant rip-off of Snapchat.
People started to take notice in October, when the Facebook owned Instagram said they had 100 million users of the story feature. Now, just three months later, Instagram is boasting 150 million daily users.
With 150 million users, the company has decided it will start dropping ads into the Instagram stories.
Instagram is starting this advertising vehicle with a handful of select advertisers. Capital One, Asos, Nike, Buick and Airbnb will all be amongst the first companies to test out the feature. Instagram will open up stories to all advertisers a little later.
“I think [marketers] are excited about the pairing of this format with the advertising capabilities that we’ve built over the last couple of years,” said James Quarles, vp of Instagram Business told Adweek. “They can target people that matter to them. They have the ability to reach as many as efficiently as possible. And they have access to a suite of measurement tools to see what worked.”
Instagram stories will be available on their auction style automated buying system. This system takes into consideration several key metrics and behaviors from the apps users base. This insures that ads aren’t too distracting from the content that makes Instagram so strong.
“There is a pace and an acceleration in that part of the product,” Quarles told Adweek. “It shows a new side of what people share on Instagram.”
Re/Code reported that Facebook is running out of places to put advertising into the timeline. Naturally they were able to turn to Instagram, which they purchased in April of 2012 for $1 billion dollars.
It’s been widely reported that Snapchat has 150 million users as well across their platform.