WhatsApp capitalized on Snap’s focus on U.S.
EPHEMERAL STORIES ANDROID
The real opportunity for Facebook’s future engagement growth is bringing the Stories format to the international market that Snapchat has largely neglected for four years and only recently got serious about by re-engineering its Android app. Instagram Stories also started showing ads when it hit 150 million users, though that was just five months after launch, while it’s taken Facebook Stories 14 months to get there.
It’s a testament to the coercive power of the top-of-feed Stories design that Instagram pioneered and Facebook brought over, and it’s already testing bigger Stories preview tiles.įor context, here’s a breakdown of Stories daily user counts and total monthly user counts across the top players, ranked by size: That’s useful, because it means it’s not counting users who simply cross-post their Stories from Instagram or Messenger to Facebook, which would inflate the number. It’s anyone who watches a Story on Facebook’s app or site. My first question was how Facebook is defining a daily user for Stories. And Snapchat could see ad spend slip over to Facebook, especially since the big blue social network has so much targeting data on us. If we don’t do this well, then as more sharing shifts to Stories, that could hurt our business.” Despite criticism that the feature is obtrusive and redundant with Instagram Stories, Facebook is proving there’s no retreating from the ephemeral slideshow format. CEO Mark Zuckerberg warned that Facebook must ensure “that ads are as good in Stories as they are in feeds. Advertisers can extend their Instagram Stories ads to Facebook Stories (left), or have Facebook reformat their News Feed ads with color-matched image borders and ad copy text shown at the bottomįacebook has to nail Stories ads to preserve its business, as CPO Chris Cox said this month that Stories sometime next year will surpass feed posts as the top way to share.
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