In January, we announced immersive, full-screen adverts coming to Instagram Stories. Adverts in stories let your business use targeting and reach capabilities that make your adverts personally relevant to the people you want to reach. That, paired with measurement tools giving you the confidence to know that it works, is unmatched in a stories experience.

Today, businesses of all sizes around the world can start running adverts in stories through the Marketing API, Power Editor and Adverts Manager that are optimised for reach. By optimising for reach, you can show your adverts to the maximum number of people in your audience and control how often they see your adverts. The Reach objective for adverts in stories will start being rolled out today and will be available globally in the next few weeks.

Earlier in the year, we shared a few of the 30+ global businesses helping us test adverts in stories. And today, we're pleased to share some initial results.

Airbnb ran a series of 15-second video adverts in stories to build awareness and buzz around its largest product launch to date: experiences on Airbnb. With its stories campaign, the company saw a double-digit point increase in advert recall. Additionally, when people were asked to identify a company for travellers to find and book local tours, activities and experiences, the campaign saw a statistically significant lift in those that selected Airbnb.

With the momentum, Instagram Stories is another way to bring your story to life, to reach the people who matter to you. Learn how to start running adverts in Instagram Stories today.