Instagram is launching ads on its Stories slideshow format.
The ads will allow brands to target consumers and measure how many users the ad reaches and how long they watch it for.
Retailers that have already signed up to the function include Asos and Yoox Net-a-Porter Group.
Amy Cole, head of brand development, EMEA at Instagram, said: “The Instagram community has embraced Instagram Stories with incredible creativity, and there are now more than 150 million people using it every day. Over the past five months, we’ve seen that people are naturally really interested in stories from businesses; so much so that a third of the most viewed stories today are from businesses.
“From today, businesses will be able to use ads in Instagram Stories to communicate with a global audience, in an immersive experience we know people love. We’re excited to see how businesses in the UK respond to this new format over the coming months.”
Instagram launched Stories, which allows businesses to make various picture and video posts that will disappear after 24 hours, in August.
The Snapchat-style functionality means users see stories from accounts they follow in a bar at the top of their feed and when there’s something new to see, the account profile photo will have a coloured ring around it.
To view a business’s story, followers can tap on the profile photo. They can then tap to go back or swipe to jump to another account’s story. If they want to comment on something they see, they can tap and send a private message to that account on Instagram Direct.
“Instagram is a key channel for us,” said Leila Thabet, content and engagement director at Asos. “We’ve seen a great deal of success over the past year with landing our brand messaging through video content formats, which are naturally engaging and emotive ways to speak to our audience, and have been impressed with the early signs of success we’ve seen with Instagram Stories.”