Facebook creative head Andrew Keller forecasts stories will overtake feed
Andrew Keller, Facebook’s global creative director, says he expects the social media service’s stories feature to overtake its news feed as the main way users share posts on the platform.
Keller’s comments came as Facebook announced advertising in its stories feature would be available to Australian marketers from today.
Keller said Facebook stories are more authentic and raw
Keller agreed with comments made earlier this year by Facebook’s chief product officer, Chris Cox, that the stories format is on a path to surpass feeds as the primary way people share posts with their friends.
Currently Facebook claims 300m of its 1.5bn active daily users are accessing the stories feature.
“We’re seeing that kind of adoption and that kind of excitement for the format, it’s just something in the acceleration in the content that gets created,” Keller told Mumbrella.
“When I think about my stories feed, I’ll share something across the day and then I might put a few key moments my Facebook feed or in my Instagram feed but stories seems to be a much more prolific, creative medium for people.
“It feels a lot more authentic and raw. It’s a little bit ‘as it happens’ and I think that’s what’s driving adoption.”
Earlier this year Facebook CEO Mark Zuckerberg told investors the company is focused on “making sure that ads are as good in stories as they are in feeds. If we don’t do this well, then as more sharing shifts to stories, that could hurt our business.”
The Facebook stories advertising feature will appear as additional placement to news feed and Instagram options in Ad Manager. The stories advertising feature will also be added to Facebook Messenger in coming weeks.
“The format is exceptional in that it is immersive, full screen, you’ve really got some audio opportunities as well. There’s swipe up to take you into deeper content,” Keller said.
