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Introducing Facebook Stories Ads

Today, more than 300M people are using Facebook and Messenger Stories on a daily basis — proof that the number of consumers that are creating and consuming ephemeral stories content across the Facebook family of apps and services continues to grow rapidly. In fact, stories posts are predicted to surpass the number of feed posts in 2019. This means that the time for advertisers to harness the power of stories ads is now. Advertisers have already been able to reach their audience with Instagram Stories ads, and now they have another opportunity to reach even more people in this full-screen, vertical environment with Facebook Stories ads.

Supported Objectives

Facebook Stories Ads support Single Video, Single Image, and Slideshow ad formats in support of the following ad objectives; all 7 objectives that Instagram Stories supports today:

  • Brand Awareness
  • Conversion
  • Lead Generation
  • Mobile App Install
  • Reach
  • Traffic
  • Video Views

Ad Format Specifications

Ad formats must meet the following media specifications:

  • Facebook Stories media must have an aspect ratio between 9:16 and 1.91:1
  • Minimum media width: 500 pixels
  • Aspect ratio tolerance: 1%
MediaFacebook Stories

1:1 Image

At least 500x500 px

9:16 Image

At least 500x281 px

4:5 Image

At least 500x400 px

1.91:1 Image

At least 500x262 px (minimum requirement)

Between 9:16 and 1.91:1 Image

At least 500px width

Guidelines and Limitations

  • When you call the Facebook Marketing API to create an ad set, use the facebook_positions subfield in targeting a selected story.
  • If device_platforms is selected, you must use mobile since Facebook Stories is mobile-only.
  • Facebook Stories Ads must be used as part of placement optimization with either Facebook feed ads or Instagram Stories ads.
  • The ability to select Facebook Stories ads by itself is not available at launch.

With this new introduction, Facebook Stories does not support the following:

  • Image crops
  • Ads containing more than one photo or one video.
  • Instant Experience, Collection Ads, or Dynamic Ads

Example Ad Creation

curl \
  -F "name=adset" \
  -F "daily_budget=1000" \
  -F "bid_amount=10" \
  -F "billing_event=IMPRESSIONS" \
  -F "targeting= { \
        'geo_locations': {'countries': ['US']}, \
        'publisher_platforms': ['facebook'], \
        'facebook_positions': ['story','feed'], \
  -F "status=PAUSED" \
  -F "campaign_id=<REACH_CAMPAIGN_ID>" \
  -F "access_token=<ACCESS_TOKEN>" \<AD_ACCOUNT_ID>/adsets
curl \
  -F 'name=Sample Creative' \
  -F 'object_story_spec={ 
    "photo_data": { 
      "image_hash": "<IMAGE_HASH>", 
      "message": "try it out" 
      "page_id": "<PAGE_ID>" 
      }' \
  -F 'access_token=<ACCESS_TOKEN>' \<AD_ACCOUNT_ID>/adcreatives

To preview your new Facebook Story ad, use the Ads Preview API, you can use a new ad format FACEBOOK_STORY_MOBILE.

curl \
  -F "ad_format=FACEBOOK_STORY_MOBILE" \-F "access_token=<ACCESS_TOKEN>" \<AD_ID>/previews

You can also get insights on your Facebook Story ads by calling the Insights API.