Instagram has added a new feature that lets brands add polls to their sponsored Instagram Stories. The imaging app hopes that by making ads more interactive, advertisers can boost engagement with a 500 million-strong Instagram audience.
According to the company, 60% of businesses are already including some interactive content in their organic Stories such as hashtags, @ mentions and calls to action.
Interactive ads make it easier to schedule Stories ads that can be both playful and engaging. This has the potential to increase ad impact as users may be spending more time with a brand’s messaging and content. According to beta testing, polling increased 3-second video views in nine out of 10 campaigns.
Dunkin’ Brands noted a 30% reduction in cost-per-view using polling stickers during beta testing.
“We’re always open to testing ad products that give people a new experience and memorable touchpoint with our brand. Delivering ads in Instagram Stories with the polling sticker showcased our new product story seamlessly and encouraged participation, while driving results that matter,” said Melanie Cohn, senior manager, brand stewardship at Dunkin’ Brands.
Meanwhile, Next Games’ reported 40% higher app installs after applying polling adds.
The new feature has been added to the Ads Manager. When a client chooses Instagram Stories, the option for an interactive poll will now be included.