Instagram Stories boasts more than 400 million daily users, and recent research from Facebook IQ indicates that brands can make their presence felt there. In a survey of 2,400 Instagram users ages 13-55 in the US, Facebook IQ found that one-third had become more interested in a brand or product after seeing it on Instagram Stories.
Interestingly, users in a couple of other countries seemed even more open to brands in Stories. Roughly half of respondents in Indonesia (52%) and Brazil (47%) reported heightened interest in a brand or product after seeing it in Stories. The analysts attributed that to higher activity on Stories in those countries, suggesting that as activity on Stories grows in the US, positive sentiment towards brand content might also rise alongside it.
There’s an interesting dichotomy apparent in the research. When Instagram users were asked whether they opt for Instagram Stories or Instagram Feed for various objectives, they tended to opt for Instagram Feed by a roughly 2:1 margin for discovering products and brands. Read the rest at MarketingCharts.