Make sure that your Stories ads include a clear call to action that encourages people to swipe up to perform an action, like visit your website. To make swiping up even more appealing, use interactive elements like arrows, stickers, and action-orientated copy to tell viewers what you want them to do.
Today’s Shopping Choice created a highly experiential campaign to test the effectiveness of Instagram Stories ads. It found that:
Creative that included a call-to-action had an 65% lower cost-per-sale than creative that simply used the native Instagram call-to-action.
Overlaying text on top of the creative drove an 47% lower cost-per-sale than images not containing any text.
Here’s another crucial strategy for your call-to-action. Use the last few seconds of your ad’s visible duration to focus on the CTA. This two or three seconds lets the user know that the ad is over and it gives them time to take action. If the video just ends abruptly, or the CTA blends with existing on-screen action, they might miss their chance to swipe up.