What's Next: The Rise of Stories

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What’s Next:
The Rise
of Stories

Welcome
Gabriel Araujo
Global Chief Creative Officer
Ogilvy Social Lab
Awie Erasmus
Strategy Director
Ogilvy Social Lab
Christophe Chantraine
Head of Media
Ogilvy Social Lab
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Laurie Close
Senior Strategist 
Ogilvy Consulting

Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

Do you
want this
deck?
It will be available for download
shortly after the webinar on:
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Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com

Welcome
Creative
best practice
02
Media
insights
0301
Why
Stories

Full screen Playful
Short form
AuthenticEphemeral
Interactive
Stories 101

YESTERDAY
TODAY
TOMORROW
STORIES HAVE
ALWAYS BEEN TOLD
AND ALWAYS WILL BE.

Source: Chauvet cave in France; Source: The evolution of Storytelling, Reporter Magazine (2015)
From the ﬁrst cave drawings to oral traditions and
written words to the use of technology.
Yesterday: Stories have always been told and always will be

YESTERDAY
TODAY
TOMORROW
ALONG CAME SOCIAL
MEDIA.

A short History of Social Media
Source: The History of Social Media, SocialMediaToday.com (2018); The History of Social Media, Miriam J. Johnson (2015); Active social media users, Hootsuite (2018)
1969
Military’s ﬁrst
social media
attempt
1997
Start of social
sites with Six
Degrees &
Google.com is
registered
2002
Friendster is
created and
launched
2003
LinkedIn gave
people a place
to post their
resume
2004
Facebook was
launched &
Google created
Gmail
2006
MySpace is
booming &
Twitter is
launched
2010
Instagram is
launched
2013
Vine is launched
and bought by
Twitter, MySpace  
re-launches &
Yahoo buys Tumblr
2005
Birth of  
YouTube
2009
Foursquare is
launched
2011
Launch of
Snapchat
2015
Periscope is
purchased by
Twitter
2018
VR, Fake News,
live videos and
so much more  
emerge
3.196B  
people are crazy  
about social media
!
Yesterday: Social media gave us the tools to tell our stories

Source: The Ups and Downs of Social Media, Harvard (2018); Top 10 Reasons for Using Social Media, GlobalWebIndex (Q3 2017)
Relationships
Exploration
Browsing
Self-expression
Why use Social Media?
to stay in touch with what their
friends are doing.
to stay up-to-date with news and
current events.
to ﬁll up
spare time.
to share their opinion on
social media.
42%
41%
39%
30%
Yesterday: Social media gave us the tools to tell our stories

YESTERDAY
TODAY
TOMORROW
SOCIAL MEDIA BECAME
A BIG PART OF OUR
DAILY LIVES.

But soon it became a highly curated space.
People became obsessed and stressed out with
curating the perfect social proﬁle.
Source: The Ups and Downs of Social Media, Harvard (2018); Social Media and Teen Anxiety, Harvard (2017)
Today: Social media became a big part of our daily lives

“A quick post turned into 30 minutes of editing, writing, deleting, rewriting, ﬁnding tags and
pushing yourself to ﬁnally publish it, only to spend another 30 minutes monitoring the number
of likes that came in. Then, you’d be feeling anxious and starting to worry if the number
didn’t increase enough every time you pulled to refresh.”
Mary (24)
Source: Psychcentral.com (2016)

Source: Global ad spending by medium, Zenith (2018); SocialFlow (2016)
This resulted in a drop in
user engagement.

Source: Active social media users - Global social media research summary, Hootsuite (2018)
60% follower growth per quarter of Snapchat during their ﬁrst year.
2,500% snaps per day during the ﬁrst year of Snapchat.

YESTERDAY
TODAY
TOMORROW
STORIES WAS THE
REACTION TO OVERLY
CURATED SOCIAL LIFE.

Snaps and ephemeral content became an
instant hit, supported by celebrities using it.
Source: Snapchat (2018)

Snapchat clones popped out on every social network.
Oct2013
Snapchat  
Stories
Aug2016
Instagram  
Stories
Feb2017
WhatsApp 
Status
Mar2017
Facebook  
Stories
Mar2017
Messenger 
Day
Mar2017
Medium  
Stories
Jun2017
Skype 
Highlights
Oct2017
Page  
Stories
Nov2017
YouTube 
Reels
Apr2018
Netﬂix 
Mobile Movie 
Previews
2,500%  
snaps per day during
the ﬁrst year.
Today: Stories was the reaction to overly curated social life

0
100
200
300
400
Mar 16 May 16 Jul 16 Sep 16 Nov 16 Jan 17 Mar 17 May 17 Jul 17 Sep 17 Nov 17 Jan 18 Mar 18 May 18
130
148 154 161
173 178
187 191 188
0
100
150
200
300
400
Sources: Company ﬁlings & Statistica
150
173
Worldwide daily active users of stories

People
started to
love Stories
to tell their
story.
of daily Instagram users create or
consume a Story.
Stories growth rate compared to
newsfeed.
Higher completition rate for Story
videos compared to Newsfeed videos.
Source: As Snapchat growth stalls out, Facebook Stories hits 150 million daily active users, Business Insider (2018); Statista (2018)
60%
15x
7,8x

8 Reasons Why
People love Stories and will continue doing so.

Authenticity
1 opt for Stories instead of Newsfeed
to see unﬁltered content.
Stories helps them be more
authentic with friends and family.
64%
47%
Source: How Do People Perceive and Use Instagram Stories and Feed?, FacebookIQ (2018)

FOMO
2 are afraid of missing out on events,
news and status updates.
 
of adults check social media at least
10 times a day.
56%
56%
Source: Beware of Social Media Addiction It May Cause FOMO Anxiety, LinkedIn (2018); Study Finds (2018)

Access
3 Walled gardens = restricted access
are drawn to Stories because
content disappears after 24hrs.44%
Source: Independent UK (2017)

True mobile
4 Access social media via smartphone
95%
2.95bn
Source: Global social media research summary 2018, SmartInsights.com (2018); Statista (2018)
Active mobile users

Easy
5

Fun
6 opt for Stories to discover playful
and funny content.
have responded to messages only
using GIFs or emojis.
63%
56%
Source: A Deeper Look Into How People Use Facebook Messenger and Similar Channels, AdWeek (2017)

Biology
7 skilled storytellers had more children
compared to others.
it lights up areas of the brain which
are also activated by other activities
such as eating and sex.
.53
Drug
Today: Stories became the reaction to overly curated social life
Source: How Telling Stories Makes Us Human, Time Magazine (2017); Harvard (2018)

It sells!
8 more interested in a product after
seeing an Instagram Story.38%
Today: Stories became the reaction to overly curated social life
Source: How Do People Perceive and Use Instagram Stories and Feed?, FacebookIQ (2018)

YESTERDAY
TODAY
TOMORROW
STORIES ARE HERE TO
STAY AND WILL CHANGE
THE WAY WE INTERACT.

Source: As Snapchat growth stalls out, Facebook Stories hits 150 million daily active users, Business Insider (2018); Statista (2018)
Stories will be the #1 social format by 2019 .
400M 
May 2018
Tomorrow: Stories are here to stay and to change the way we interact

“We expect Stories are on track to overtake
posts and feeds as the most common way
that people share across all social apps,”
“That’s because Stories is a better format for
sharing multiple video clips throughout your
day. The growth of Stories will have an impact
on how we build product and think about our
business, including WhatsApp and Instagram,
which are the No. 1 and No. 2 most-used Stories
products in the world.”
Tomorrow: Stories are here to stay and to change the way we interact
And it is not just us…

Life is unexpected.
Thats why instagram stories is growing so fast.
Because we are broadcasting life, real time, 24/7, and people love it.
They can ﬁnd real connections with their interests and brands
that they can relate with.

We need to understand the cultural movements
to participate in real time conversations with the audience.
Instagram Stories is the best connection with the truth people are looking for.
And as they are looking for real connections, with meaning,
how about to show your truth and capture some different
emotions from your audience.

NEWCOLLECTION
FILTERS & EMOJIS

CONTENT FIRST
The mobile-ﬁrst approach organically leads to a design that’s more
content-focused, and therefore user-focused. And the heart of the
format is content — that’s what the users are there for.

INTERACTIVITY
MEANS ENGAGEMENT
POLLS, TAP & HOLD OR GAMIFICATION.
MAKE SOMETHING HAPPEN
TO CAPTURE ATTENTION

Create with native tools
PROGRESSION BAR PROFILE PHOTO EMOJIFY SWIPE UP TO REVEAL

GO LIVE OR GO HOME
THE CLOSEST THE BRAND CAN BE WITH THE
AUDIENCE IS EXPOSING THEMSELVES LIVE.

CREATIVE GUIDELINES
PLAY BY THE RULES OF THE FORMAT
MAKE IT WORTH PEOPLE’S TIME
PROVIDE A UNIQUE EXPERIENCE
GOOD CONTENT AT THE CORE
INTERACTIVITY MEANS ENGAGEMENT
GO LIVE OR GO HOME

October 29, 2018
Why Stories
matter for
businesses?

ANATOMY 
FUNNEL
CHALLENGE
OPPORTUNITIES
CREATIVE AND
IMMERSIVE FULL
SCREEN FORMAT

Anatomy: Creative and immersive full screen format
The anatomy of ads in stories

INSTAGRAM STORIES
ADS
Up to 3 pieces of media,
either photos or videos
Creative, full screen format
with no distractions
INSTAGRAM STORIES
CAROUSEL ADS
SNAP
ADS
Up to 10 seconds full
screen vertical
The anatomy of ads in stories

Amplify Facebook's fast-loading full screen instant experience format
in Instagram Stories.
Seamless post-click action - available for a variety of objectives
Instant Storefront Instant Form Instant Lookbook
Instant Experiences (previously known as Canvas)

ANATOMY 
FUNNEL
CHALLENGE
OPPORTUNITIES
STORIES ARE A FULL
FUNNEL SOLUTION

Build your brand in Stories
Funnel: Stories are a full funnel solution
Build your brand in stories

Performance marketing in stories

LOW ORGANIC REACH
average Organic Reach
for Stories*
7,5%
*Source: Social Lab internal data, October 2018
FACEBOOK’S TARGETING
reachable users in June
2018
400M
BUSINESS OUTCOME
160%
return on ad spend on average
for Social Lab clients
Performance marketing considerations

LOCATION DEMOGRAPHICS
INTEREST &
BEHAVIOUR RE-ENGAGEMENT LOOKALIKE
• Video viewers
• Website visitors
• Fans / engagers
• CRM
Focus on audiences

ANATOMY 
FUNNEL
CHALLENGE
OPPORTUNITIES
CONTENT
CONSUMPTION ON
MOBILE IS (VERY) FAST

*Source: Facebook internal data, 2016
Time spent with content on mobile1.7s
Quicker on mobile than on desktop32%
Challenge: Content consumption on mobile is (very) fast
Attention and content consumption on mobile is fast

*Source: Social Lab internal data, October 2018 / 231 campaigns analysed.
2 main challenges for advertisers embracing the format
View-through-Rate
12% of impressions lead to at least 3 seconds
views vs 23% with Newsfeed placements
12%
GRAB
ATTENTION
RETAIN
ATTENTION

*Source: Social Lab internal data, October 2018 / 231 campaigns analysed.
2 main challenges for advertisers embracing the format
tap forward rate
Most of the Stories are not consumed until
their end
76%
exit rate
High rate of people switching to another
account’s Stories
4,68%
View-through-Rate
12% of impressions lead to at least 3 seconds
views vs 23% with Newsfeed placements
12%
GRAB
ATTENTION
RETAIN
ATTENTION

ANATOMY 
FUNNEL
CHALLENGE
OPPORTUNITIES
THE RIGHT MOMENT
TO LEVERAGE STORIES
FOR YOUR BUSINESS

of IG accounts published
Stories during the period
61% average Stories published daily
by brands using the solution
1,5
Instagram Stories are an untapped opportunity in the market. While
they aren’t new anymore, we can still say their adoption remains
limited compared to other Facebook placements.
Source: Social Lab internal data, October 2018
Opportunities: The right moment to leverage stories for your business
Limited adoption of organic Stories by advertisers

0
1.25
2.5
3.75
5
Banking/Insurance Fashion Automotive Charity Travel CPG Retail Healthcare Tech Entertainment Government
Publishing Frequency per vertical

CPM
We are here!
WHEN IT COMES TO PAID MEDIA, IT
IS THE RIGHT MOMENT TO INVEST

Compared to 77% going to
Facebook placements
23%
7% 1,54€
Compared to Facebook &
Instagram Newsfeed
placements
Compared to 3,03€ on
average with Facebook &
Instagram Newsfeed
placements
SHARE OF INVEST ON
INSTAGRAM
AD SPEND ON INSTAGRAM
STORIES ADS
CPM WITH INSTAGRAM
STORIES ADS
Lower cost because of limited competition
(Global data Q2 2018) (Social Lab internal data Q3 2018) (Social Lab internal data Q3 2018)

LEVERAGE LATEST FORMATS TO
BOOST PERFORMANCES

Ads in Stories vs Carousel performances (Vans)
Regular story Carousel of stories
SWIPE-UP RATE
X2
Compared to regular ads in
Instagram Stories
COST PER SWIPE-UP
42%
Cheaper
VS

STREAMLINE PATH TO PURCHASE BY
SENDING PEOPLE DIRECTLY TO
PRODUCT PAGE

Shopping in Instagram Stories
Use product stickers to weave product
discovery seamlessly into your visual
storytelling.
A single tap lets people quickly access
additional product details.
Shopping Stickers

INTEGRATE STORIES ACROSS
CHANNELS AND PLACEMENTS
IN AN HOLISTIC WAY

Stories
Stories
3 secs
Stories
Customer journey across channels and placements

Conclusion
MAJOR
BEHAVIOUR
SHIFT IN
SOCIAL
MEDIA
MASSIVE
CREATIVE
OPPORTU-
NITIES
TARGETED
REACH
&
MEASURABLE
IMPACT
=

Questions?
Gabriel Araujo
Global Chief Creative Officer
Ogilvy Social Lab
Awie Erasmus
Strategy Director
Ogilvy Social Lab
Christophe Chantraine
Head of Media
Ogilvy Social Lab
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Laurie Close
Senior Strategist 
Ogilvy Consulting

What's Next: The Rise of Stories

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