Social media can be excellent platforms for promoting specific brands and improving the products’ image among consumers. Instagram has been noted as one of the most successful social networks, often used by corporations as a suitable advertising medium. In a recent article by Belanche and Pérez-Rueda (2019), Instagram Stories’ effectiveness in advertising is compared to the Facebook Wall, another instrument for promoting particular content among the public. The authors outline three interesting statements based on their research: the higher productivity of Instagram stories, the disturbance caused by the Facebook Wall among millennials, and the improvement the consumers’ attitude by using Instagram Stories.
Firstly, the authors argue that advertisements used in Instagram Stories are more effective in contrast to those on the Facebook Wall. It is noted that Instagram Stories advertisements are perceived as less intrusive and more dynamic, which, in turn, reduces the negative effects that advertising typically has on consumers. After that, the scholars state that participants from the millennial generation demonstrated elevated disturbance toward the Facebook Wall advertising, which decreased the effectiveness of this type of promotion. Belanche and Pérez-Rueda (2019) suggest that this result might be connected to the static images used in Facebook Wall advertisements, which reduces the customers’ engagement. However, as this effect was only related to the millennial generation representatives, it is possible that such disturbance is caused by the lack of interactive content. Considering that millennials might be used to the dynamic and moving content of the current media posts, static advertisements may differ greatly from such materials. Lastly, the enhancement of consumers’ attitudes towards advertisements was primarily linked to Instagram Stories advertising, which the scholars also connect with the dynamic nature of these promotions.
Reference
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: An advertising effectiveness analysis.Spanish Journal of Marketing-ESIC, 23(1), 69–94.