What is Facebook Story Ads & How to Make it Work Efficiently?

If your brand is looking for a new method to interact with audiences on Facebook, then don’t miss out on Facebook Story Ads’ potential. With half a billion daily active users engaging with Stories on Facebook and Instagram, these ads offer a prime opportunity to capture attention and drive meaningful engagement. Let’s find out how to make use of Facebook Stories Ads aligning with your brand’s objectives!

What is Facebook Story Ads?

What is Facebook Story Ads?

Facebook Story Ads are a form of advertising that appears within the Stories feature on the Facebook platform. These ads allow businesses and advertisers to create immersive and visually engaging advertisements displayed between users’ organic Stories content.

Facebook Story Ads typically consist of short videos or images that appear fullscreen and last for a few seconds. They provide businesses with an opportunity to reach their target audience in a more interactive and dynamic way, leveraging the popularity of Stories on Facebook to drive engagement, brand awareness, and conversions.

Facebook Stories Ads are vertical, visual adverts on mobile within the Stories feed. Image ads in this layout can display for a maximum of 6 seconds, whereas video ads can extend up to 15 seconds. Users must swipe up on a call-to-action to access an external page, such as a landing page.

Take a look at one of the best Facebook Story Ads examples: Michael Kors utilized carousel ads within Stories to increase awareness of its Michael Kors Access smartwatches among a broader audience, leading to a 20% higher return on ad spend.

Facebook Story Ads examples: Michael Kors

How Do Facebook Story Ads Work?

How Do Facebook Story Ads Work?

Unlike other Facebook Ad types, Facebook Story Ads allow businesses and advertisers to create visually engaging ads that appear within the Stories feature on the Facebook platform.

  • It can be customized with various interactive elements such as swipe-up links, call-to-action buttons, and stickers.
  • Stories Ads are displayed fullscreen and typically last for a few seconds between users’ organic Stories content as they swipe through their feed.
  • Advertisers can track engagement metrics such as clicks, conversions, and swipe-ups to measure the effectiveness of their ads.

Stories align perfectly with the way people naturally interact with their smartphones. Research shows that people hold their phones vertically approximately 90% of the time. Additionally, Stories are designed for a vertical, full-screen format, making it effortless for users to swiftly enjoy videos and photos in a manner that feels intuitive and seamless.

Benefits of Facebook Story Ads to Businesses

With more than 1 billion stories shared every day across the Facebook family of apps and 4 million advertisers using Stories ads every month, Facebook Story ads hold a golden ticket for businesses to connect and engage with their audiences in a more user-generated manner.

Increased Engagement

Story Ads offer businesses a highly engaging platform to connect with their target audience. The immersive, full-screen format of Stories captures users’ attention and encourages interaction, leading to higher engagement rates than traditional ads.

Expanded Reach

With millions of daily active Facebook and Instagram Stories users, businesses can extend their reach to a broader audience. Story Ads allow businesses to reach users who may not engage with traditional feed-based ads, thereby expanding their potential customer base.

Enhanced Brand Awareness

Story Ads provide businesses with an opportunity to showcase their brand personality and story in a visually compelling way. By leveraging creative elements such as images, videos, and interactive features, businesses can effectively communicate their brand message and values, thereby increasing brand awareness.

Improved Targeting

Facebook’s advanced targeting options allow businesses to tailor their Story Ads to specific demographics, interests, behaviors, and more. This precise targeting ensures that ads are shown to the most relevant audience, increasing the likelihood of engagement and conversions.


Facebook Story Ads can be a cost-effective advertising solution for businesses of all sizes. With options for flexible budgeting and bidding strategies, businesses can optimize their ad spend and achieve their desired results within their budget constraints.

Drive Conversions

Story Ads include interactive elements such as swipe-up links and call-to-action buttons, making it easy for users to take action directly from the ad. This seamless user experience can lead to higher conversion rates and drive valuable actions such as website visits, app downloads, and purchases.

Overall, Facebook Story Ads offer businesses a powerful tool to effectively reach and engage their target audience, drive brand awareness, and ultimately drive conversions and business growth.

How much do Facebook Story Ads cost?

The cost of Facebook Story Ads can vary depending on several factors, including your target audience, ad objectives, bidding strategy, and ad quality. Typically, Facebook Story Ads are priced on a cost-per-thousand-impressions (CPM) or cost-per-click (CPC) basis. On average, the cost per thousand impressions (CPM) for Facebook Story Ads ranges from $0.50 to $3.00, while the cost per click (CPC) ranges from $0.20 to $2.00.

It’s important to note that businesses can set their own budget and bidding strategy for Facebook Story Ads, allowing them to control their ad spend and optimize their campaigns for specific goals and objectives.

>>>> Read more: Facebook Advertising Cost Breakdown [Data Updated 2024]

Facebook Story Ads Specs

Facebook Story Ads Specs

Every ad type has its own specifications and formats that align with business goals and ensure smooth interaction with users. For Facebook Stories Ads, advertisers must ensure the optimal Facebook Ads Sizes listed below to have efficient ad performance and avoid ad issues like ads not spending, ads rejected, or under delivering.

  • Aspect Ratio: Vertical (9:16).
  • File Type: Images (JPG or PNG) or Videos (MP4 or MOV).
  • Resolution: Recommended resolution for images is 1080 x 1920 pixels. For videos, the minimum resolution is 720p.
  • File Size: Maximum file size for images is 30 MB, and for videos, it’s 4 GB.
  • Length: Videos can be up to 15 seconds long.
  • Text: Keep text concise and legible, avoiding too much text overlay on images or videos.
  • Call-to-Action (CTA): Include a clear and compelling call-to-action to prompt users to take action, such as “Learn More”, “Shop Now”, or “Sign Up”.
  • You can enhance your Story Ads with stickers, emojis, and interactive elements like swipe-up links for a more engaging experience.

How to Create Facebook Stories Ads?

Story ads’ placement can be variable on Facebook, Instagram, or Messenger, based on your objectives and target audience. Here are 6 simple steps to create Facebook Stories Ads on Meta Ads Manager:

  • Step 1: Log in to your Facebook Ads Manager account.
  • Step 2: Click on “Create” to start a new ad campaign. Choose an objective that aligns with your advertising goals, such as brand awareness, reach, traffic, conversions, or video views.
  • Step 3: Define your audience targeting, budget, schedule, and placement. Specify that you want your ads to appear in Facebook Stories.
  • Step 4: Choose the format for your ad creative (single image, single video, carousel, etc.). Upload your images or videos, and add text, stickers, emojis, or other interactive elements to make your ad engaging.
How to Create Facebook Stories Ads?
  • Step 5: Include a clear call-to-action button to prompt users to take action, such as “Learn More”, “Shop Now”, or “Sign Up”.
  • Step 6: Preview your ad to ensure everything looks as intended. Make any necessary adjustments, then confirm and launch your Facebook Stories Ad campaign.

Or you can directly create Story Ads on the Business Page by uploading creatives on Story like normal, then click on Boost Story to start setting up a campaign.

Best Practices to Create Effective Facebook Story Ads

Best Practices to Create Effective Facebook Story Ads

Creating effective Facebook Story Ads requires attention to detail and strategic planning. Here are some best practices to help you create compelling and engaging ads:

  • Keep it Vertical: Since Stories are displayed vertically, ensure your ad creative is optimized for a vertical, full-screen view. Use vertical images or videos with a ratio of 9:16 for maximum impact.
  • Grab Attention Quickly: With Stories moving quickly, you must grab users’ attention within the first few seconds. Use eye-catching visuals, bold colors, and captivating imagery to stop users from swiping past your ad.
  • Be Concise: Keep your message clear and concise. Avoid cluttering your ad with too much text or information. Focus on conveying your key message or offer simply and straightforwardly.
  • Include a Strong Call-to-Action (CTA): Prompt users to take action by including a clear and compelling call-to-action button. Whether it’s “Shop Now”, “Learn More”, or “Swipe Up”, make sure your CTA encourages users to engage with your ad.
  • Use Interactive Elements: Make your ads more engaging by adding interactive elements like stickers, emojis, polls, or swipe-up links. These elements encourage user interaction and increase engagement with your ad.
  • Tell a Story: Leverage the storytelling capabilities of Stories to create a narrative around your brand or product. Use sequential images or videos to guide users through a story that resonates with them emotionally.
  • Test Different Formats: Experiment with different ad formats, such as single images, videos, or carousel ads, to see what works best for your audience. Test creative elements, messaging, and CTAs to optimize your ads for maximum effectiveness.
  • Optimize for Mobile: Remember that most users view Stories on mobile devices, so ensure your ad creative is optimized for mobile viewing. Test your ads on mobile devices to ensure they look and perform as intended.

By following these best practices, you can create Facebook Story Ads that capture users’ attention, drive engagement, and achieve your advertising goals.

Final Word

Facebook Story Ads present a valuable opportunity for businesses to engage with their audience in a visually captivating and immersive manner. By leveraging Story Ads’ unique features and targeting capabilities, businesses can drive brand awareness, increase engagement, and ultimately drive conversions. Incorporating these best practices and staying updated on the latest trends can help businesses maximize the effectiveness of their Facebook Story Ads campaigns and achieve their marketing objectives. Or, if you want to find a strategic partner who can work to manage and fine-tune your advertising campaigns, connect with Mega Digital – a trusted Facebook Agency to make your campaign robust!

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Hanh Le Nguyen
Hanh Le Nguyen
Advertising & Marketing Specialist


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