eMarketer junior analyst at Insider Intelligence Blake Droesch discusses the options that marketers have to utilize Instagram Stories through paid advertising and influencer partnerships. He also talks about measurement metrics that marketers can utilize to determine whether their Instagram Stories strategy is effective.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how to recreate those water cooler moments in the digital world, how much Super Bowl LV commercials are going for, watching Instagram Stories on Facebook, parents' more positive view of devices, the number of Facebook Watch viewers, the difference between frugal and cheap, what you didn't notice about that double rainbow, and more.

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch of Insider Intelligence discuss what the US would look like if TikTok was banned. They consider the likelihood of that happening and the company's efforts on its "TikTok for Business" initiative. Later, they discuss what Twitter's new subscription service may be, some metrics for Instagram Stories and influencer marketing's new normal.

Instagram Stories, for example, are more and more important for us. But we know they’re beyond the limits of what we can do today with social listening. Why is it important to not rely solely on a listening platform to gather social media insights? de Beauregard: Using a tool like this gets you only 30% of whatever happens regarding your brand.

In an analysis of client spending on Facebook and Instagram in Q4 2019, Adstage found that Instagram Stories had a median CPM of $7.99, not far below Facebook News Feed’s median CPM of $8.87. On a cost-per-click (CPC) basis, Instagram Stories advertising was actually more expensive, at $1.84 vs. $0.81 for Facebook News Feed.

In December, I was hired to do a Kohl's campaign on Instagram and Instagram Stories. I created two pieces of in-feed content—two carousel photos of two different outfits that I picked out from my local Kohl's—and then I did 12 days of Stories. The idea was to drive traffic to what they called the Outfit Bar, so every single Story had a swipe-up to their website.

Influencer marketing is growing around the world, and a significant amount of activity is migrating to Instagram Stories. However, fraud is also growing, and that threatens the authenticity of influencer marketing.

Influencer experts discuss the unique appeal of Instagram Stories

The New York Public Library is getting readers to continually engage with a feature originally intended for expiring content.

With its increased investment in Instagram Stories, Benefit plans to focus on both organic and paid content in 2019. And rising usage in swipe-up behavior—when a user swipes up on stories content and is taken to a landing page on the brand's website—is opening the door to new opportunities.

There’s no question they have been a hit; in research we conducted in March 2020 with Bizrate Insights, 42% of US Instagram users said they had watched other people’s Instagram Stories in the past month. Likewise, marketers have also put a lot of emphasis on Stories for organic marketing and paid advertising.

The pandemic has sparked new use cases for social listening, an underutilized tool in marketers' work belts. But some brands, like Johnsonville Sausage, were already well-acquainted with the concept. Stephanie Dlugopolski, the company's senior manager of PR and social media, said her team has utilized social listening for nearly a decade. It has allowed them to not only monitor conversations about the brand, but also see how consumers react to larger issues.

Instagram’s future is deeply intertwined with Facebook. Much of Instagram’s ad business growth is largely due to the fact that extending an ad buy is as easy as checking a box in Facebook Ad Manager. And with features like Instagram Stories becoming highly successful, there's pressure to continue delivering hit marketing concepts.

Starting in 2017, when Instagram Stories became a go-to platform for advertising, advertisers have been shifting ad dollars away from TV in favor of video campaigns. Read Next. Sources. Canadian Media Concentration Research Project. Deloitte. IAB Canada. International Monetary Fund (IMF).

In another Stories-related move, Twitter announced in December that iOS users can now embed tweets directly into a Snapchat Story, with Instagram Stories integration currently being tested among a select group of users as well. To share a tweet to a Snapchat Story, Twitter users can press the share button on public tweets and select the Snapchat icon.

Facebook has reportedly backed off its plan to roll out ads in WhatsApp Status, the app’s version of Facebook and Instagram Stories. WhatsApp will remain the only one of Facebook’s family of services that is not monetized via ads and will instead focus on building out its services for businesses. Audience. We updated our forecast for US and UK Facebook users in February.