Here is the state of advertising on Instagram Stories, in five charts. Advertisers are shifting ad dollars to Instagram due to Instagram StoriesAd budgets are flowing into Instagram. Instagram ad spending is growing at a rapid rate thanks to the rise of Instagram Stories. Smirnoff's increased advertising on Instagram Stories in 2018, for example, is funded by incremental growth of its social media budget, even though Facebook's viewability issues are an ongoing concern, said Jay Sethi, vp of Smirnoff in the U.S. The price of impressions on Instagram has fallen despite greater competition for themThe Stories format has lured more advertisers over to Instagram, but the ones that were already there aren't seeing the cost of impressions rise as a result of the competition. Instagram Stories aren't great for reach for brandsPosts that aren't Instagram Stories generate three times more reach on average compared to those that are, according to analytics firm's Delmondo's study of Instagram data from more than 5,000 Stories over the summer. More Instagram Stories from brands are being played all the way throughThe average completion rate for brand stories for the first five months of 2018 was 72 percent, according to Delmondo. Instagram is winning over younger age groupsMore than six in 10 16- to 34-year-olds on Instagram and Snapchat watch Stories on both platforms daily, per a VidMob study of 1,000 16- to 24-year-olds and 1,000 25- to 34-year-olds in the U.K. between May 14 and May 23, 2018. Read more