Instagram Stories ads will bring in $15.95 billion worldwide in 2022, more than one-quarter of the platform’s global net ad revenues.

I highly recommend checking out this series of Instagram Stories from Cocokind Lab, where the company develops a new lip SPF product entirely from community feedback. This transparent approach has helped Cocokind build an incredibly strong connection with their customers, who feel heard and are more invested in the brand because of this.

The rise of TikTok is giving Instagram Stories an identity crisis. They’re still extremely popular among consumers, creators, and marketers. Ninety-six percent of worldwide brand respondents said they regularly use Instagram Stories, compared with the 46% that use TikTok, according to an August 2021 survey by Tribe Dynamics.

For the first time, we also break out net worldwide ad spending on two Instagram placements: Instagram Stories and Instagram Feed. As on Facebook, in-feed ads on Instagram make up the bulk of advertiser spend, with 69.7% of Instagram spend going to the feed versus to Stories (24.6%) this year.

Almost all (88%) of the influencers in Tribe Dynamics’ survey said they regularly use Instagram Stories—more than double the share who said they regularly use TikTok. Over half (59%) also said their use of Stories in August 2021 was much higher than a year prior. The number of brand-sponsored Stories was also up in 2021.

Instagram Stories has its share of copycats, even if some were short lived, like Twitter Fleets and LinkedIn Stories. Additional spaces also include premium content havens like Facebook Watch and, most recently, a rush of social livestreaming destinations, notably including Pinterest TV.

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 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 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.

“Most of our clients are leaning into their Instagram Story content as a way to experiment on TikTok,” VidMob’s Gray said. “But you cannot share music from Instagram to TikTok. When you upload an Instagram Story, the music doesn’t come with it. But if you go from TikTok to Instagram, it does. TikTok has made it super easy for people to cross-post to Instagram Stories and Reels.”.

A lot of times, in our Instagram Stories, we’ll promote deals or sales that have a little bit of urgency, if inventory might be low, or a product’s on sale for a limited time. We’re continuing to figure that out, in terms of driving sales directly from Instagram.”

That’s become a stronger priority specifically on TikTok, Snapchat, and Instagram Stories.

The Facebook News Feed and Instagram Stories have both likely reached their upper limits of ad load, which is the ratio of ads to organic content.