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What's Next: The Rise of Stories

In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.

This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.

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What's Next: The Rise of Stories

  1. 1. Powered by What’s Next: The Rise of Stories
  2. 2. 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
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  5. 5. Welcome Creative best practice 02 Media insights 0301 Why Stories
  6. 6. 01 Why stories?
  7. 7. October 24, 2018 Stories 101
  8. 8. Stories 101
  9. 9. Stories 101
  10. 10. Full screen Playful Short form AuthenticEphemeral Interactive Stories 101
  11. 11. YESTERDAY TODAY TOMORROW STORIES HAVE ALWAYS BEEN TOLD AND ALWAYS WILL BE.
  12. 12. 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
  13. 13. YESTERDAY TODAY TOMORROW ALONG CAME SOCIAL MEDIA.
  14. 14. 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
  15. 15. 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
  16. 16. YESTERDAY TODAY TOMORROW SOCIAL MEDIA BECAME A BIG PART OF OUR DAILY LIVES.
  17. 17. 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
  18. 18. 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)
  19. 19. Source: Global ad spending by medium, Zenith (2018); SocialFlow (2016) This resulted in a drop in user engagement. Today: Social media became a big part of our daily lives
  20. 20. 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. Today: Social media became a big part of our daily lives
  21. 21. YESTERDAY TODAY TOMORROW STORIES WAS THE REACTION TO OVERLY CURATED SOCIAL LIFE.
  22. 22. Snaps and ephemeral content became an instant hit, supported by celebrities using it. Source: Snapchat (2018)
  23. 23. 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
  24. 24. 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 Today: Stories was the reaction to overly curated social life
  25. 25. 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 Today: Stories was the reaction to overly curated social life
  26. 26. 8 Reasons Why People love Stories and will continue doing so. Today: Stories was the reaction to overly curated social life
  27. 27. 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) Today: Stories was the reaction to overly curated social life
  28. 28. 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% Today: Stories was the reaction to overly curated social life Source: Beware of Social Media Addiction It May Cause FOMO Anxiety, LinkedIn (2018); Study Finds (2018)
  29. 29. Access 3 Walled gardens = restricted access are drawn to Stories because content disappears after 24hrs.44% Today: Stories was the reaction to overly curated social life Source: Independent UK (2017)
  30. 30. True mobile 4 Access social media via smartphone 95% 2.95bn Today: Stories was the reaction to overly curated social life Source: Global social media research summary 2018, SmartInsights.com (2018); Statista (2018) Active mobile users
  31. 31. Easy 5 Today: Stories was the reaction to overly curated social life
  32. 32. Fun 6 opt for Stories to discover playful and funny content. have responded to messages only using GIFs or emojis. 63% 56% Today: Stories was the reaction to overly curated social life Source: A Deeper Look Into How People Use Facebook Messenger and Similar Channels, AdWeek (2017)
  33. 33. 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)
  34. 34. 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)
  35. 35. YESTERDAY TODAY TOMORROW STORIES ARE HERE TO STAY AND WILL CHANGE THE WAY WE INTERACT.
  36. 36. 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
  37. 37. “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…
  38. 38. 02 Creative best practice
  39. 39. 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.
  40. 40. 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.
  41. 41. Made for Stories
  42. 42. CONCEPTUALLY SMART
  43. 43. BEHIND THE SCENES
  44. 44. NEWCOLLECTION FILTERS & EMOJIS
  45. 45. 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.
  46. 46. TVC ADAPTATION
  47. 47. EPISODICAL ADAPTATION
  48. 48. VISUAL & SOUND
  49. 49. AWARENESS TO PURCHASE
  50. 50. FORMAT HACKING
  51. 51. INTERACTIVITY MEANS ENGAGEMENT POLLS, TAP & HOLD OR GAMIFICATION. MAKE SOMETHING HAPPEN TO CAPTURE ATTENTION
  52. 52. Create with native tools PROGRESSION BAR PROFILE PHOTO EMOJIFY SWIPE UP TO REVEAL
  53. 53. GAMIFICATION
  54. 54. GAMIFICATION
  55. 55. POLLS
  56. 56. NEXT LEVEL A/R
  57. 57. GO LIVE OR GO HOME THE CLOSEST THE BRAND CAN BE WITH THE AUDIENCE IS EXPOSING THEMSELVES LIVE.
  58. 58. Nike Training Live sessions
  59. 59. 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
  60. 60. 03 Media insights
  61. 61. October 29, 2018 Why Stories matter for businesses?
  62. 62. ANATOMY
 FUNNEL CHALLENGE OPPORTUNITIES CREATIVE AND IMMERSIVE FULL SCREEN FORMAT
  63. 63. Anatomy: Creative and immersive full screen format The anatomy of ads in stories
  64. 64. 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 Anatomy: Creative and immersive full screen format The anatomy of ads in stories
  65. 65. Anatomy: Creative and immersive full screen format 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)
  66. 66. ANATOMY
 FUNNEL CHALLENGE OPPORTUNITIES STORIES ARE A FULL FUNNEL SOLUTION
  67. 67. Build your brand in Stories Funnel: Stories are a full funnel solution Build your brand in stories
  68. 68. Funnel: Stories are a full funnel solution Performance marketing in stories
  69. 69. 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 Funnel: Stories are a full funnel solution Performance marketing considerations
  70. 70. LOCATION DEMOGRAPHICS INTEREST & BEHAVIOUR RE-ENGAGEMENT LOOKALIKE • Video viewers • Website visitors • Fans / engagers • CRM Funnel: Stories are a full funnel solution Focus on audiences
  71. 71. ANATOMY
 FUNNEL CHALLENGE OPPORTUNITIES CONTENT CONSUMPTION ON MOBILE IS (VERY) FAST
  72. 72. *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
  73. 73. *Source: Social Lab internal data, October 2018 / 231 campaigns analysed. Challenge: Content consumption on mobile is (very) fast 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
  74. 74. *Source: Social Lab internal data, October 2018 / 231 campaigns analysed. Challenge: Content consumption on mobile is (very) fast 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
  75. 75. ANATOMY
 FUNNEL CHALLENGE OPPORTUNITIES THE RIGHT MOMENT TO LEVERAGE STORIES FOR YOUR BUSINESS
  76. 76. 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
  77. 77. Source: Social Lab internal data, October 2018 0 1.25 2.5 3.75 5 Banking/Insurance Fashion Automotive Charity Travel CPG Retail Healthcare Tech Entertainment Government Publishing Frequency per vertical Opportunities: The right moment to leverage stories for your business
  78. 78. CPM We are here! WHEN IT COMES TO PAID MEDIA, IT IS THE RIGHT MOMENT TO INVEST Opportunities: The right moment to leverage stories for your business
  79. 79. Compared to 77% going to Facebook placements 23% Source: Social Lab internal data, October 2018 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 Opportunities: The right moment to leverage stories for your business (Global data Q2 2018) (Social Lab internal data Q3 2018) (Social Lab internal data Q3 2018)
  80. 80. LEVERAGE LATEST FORMATS TO BOOST PERFORMANCES Opportunities: The right moment to leverage stories for your business
  81. 81. Ads in Stories vs Carousel performances (Vans) Opportunities: The right moment to leverage stories for your business Regular story Carousel of stories SWIPE-UP RATE X2 Compared to regular ads in Instagram Stories COST PER SWIPE-UP 42% Cheaper VS
  82. 82. STREAMLINE PATH TO PURCHASE BY SENDING PEOPLE DIRECTLY TO PRODUCT PAGE Opportunities: The right moment to leverage stories for your business
  83. 83. 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 Opportunities: The right moment to leverage stories for your business
  84. 84. INTEGRATE STORIES ACROSS CHANNELS AND PLACEMENTS IN AN HOLISTIC WAY Opportunities: The right moment to leverage stories for your business
  85. 85. Stories Stories 3 secs Stories Customer journey across channels and placements Opportunities: The right moment to leverage stories for your business
  86. 86. Conclusion MAJOR BEHAVIOUR SHIFT IN SOCIAL MEDIA MASSIVE CREATIVE OPPORTU- NITIES TARGETED REACH & MEASURABLE IMPACT =
  87. 87. 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
  88. 88. Thank you.

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