Story
Stories are full-screen, vertical, ephemeral posts on Instagram, Facebook and Snapchat — typically 15 seconds or fewer — widely used as an ad placement.
Stories are immersive, full-screen 9:16 content units that auto-advance after a set duration (usually 15 seconds per card). Instagram Stories, Facebook Stories and Snapchat Stories all follow this model.
As an ad placement, Stories are typically cheaper (lower CPM) than feed placements and have high viewability since they occupy the full screen. The trade-off is shorter attention windows — you have roughly 2 seconds to hook the viewer before they tap to the next story.
Best practices: lead with your strongest visual frame, use text overlays for sound-off viewers, and keep the call-to-action visible throughout. Swipe-up (or link sticker) drives direct traffic to a landing page.
Related terms
Reel
Reels are short-form, looping vertical videos on Instagram and Facebook, up to 90 seconds, designed for entertainment and discovery.
Vertical (9:16)
A 9:16 aspect ratio video format (1080×1920 px) for full-screen mobile placements like TikTok, Reels and Stories.
Hook
A hook is the opening 1–3 seconds of a video ad, designed to stop the scroll and compel the viewer to keep watching.
UGC
UGC is content created by real customers or creators rather than the brand itself, often used in ads because it feels authentic and native to social feeds.