In-feed video ads on Instagram are better at driving purchases than Story ads on the platform

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 27, 2019, 9:45 AM UTC

1,000 consumers across US, UK and France were surveyed.

This article cites a Wibbitz survey which found that people are more likely to buy a product directly after watching an in-stream video ad on Instagram. 27% of respondents reported such behaviour. 73% of those surveyed reported being Instagram users.

Only 12% of participants indicated purchasing directly on seeing a video ad in an Instagram Story. Additionally, 26% of the Instagram users surveyed said that they follow a new brand account, discovered through Instagram’s Explorer tab, at least once a month.

The report also revealed that How-to tutorial videos, at 80%, are the most popular form of video content on the platform. Videos of behind-the-scenes footage is the second most popular at 66%.

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