Anne Felicitas, editor at AdvertiseMint, Facebook advertising agency
In another attempt to encourage usage, Facebook is testing events on Stories. The test, which will arrive to iOS and Android devices, will take place in the United States, Mexico, and Brazil.
According to The Verge, users can add tappable stickers that show details about an event. Friends can then respond to the event by toggling themselves as “interested” or “going” without exiting to the event page. From the Story, users can also enter a group chat with friends who RSVPed.
Since its roll out in 2017, Facebook Stories has been scarcely used and ignored altogether by users, who are more interested in Instagram Stories and Snapchat. Determined to boost popularity, the company has tried various methods that encourage use by rolling out CTA buttons for page Stories, allowing News Feed content to post to Stories, and adding the Stories bar to Messenger.
Yet, Stories’ user base is slow to grow. This is a particular setback at a time when Facebook is switching from News Feed-focused to Stories-focused. Slow growth means fewer opportunities to monetize the feature as advertisers have a difficult time making their ads profitable. If users transition from News Feed to Stories, advertisers, profitability, and revenue will follow suit. But with Stories’ tepid performance, those goals won’t come so easily.
Written by Anne Felicitas, editor at AdvertiseMint, Facebook advertising agency