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By the Numbers: Performance Data for Stories, Messenger, Marketplace

Written by: Shane O'Neill, Director of Content

If the Facebook/Instagram newsfeeds are your only advertising channels, maybe it’s time to think outside the box.

With average Facebook newsfeed CPMs consistently in $8 – $10 range, newsfeed advertising is becoming too expensive and competitive for most brands to handle over the long term.

It’s an option now to go “beyond the Facebook/Instagram feeds” by physically moving to a separate Facebook channel. Stories, Messenger and Marketplace are emerging as alternative ad channels. Advertisers can also let Facebook decide which channels to advertise on via its Automatic Placement feature (Facebook’s algorithm chooses the most effective channels based on user behavior).

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In a joint webinar last month with Nanigans’ partner Tinuiti, we delved into the topic of “thinking beyond the feed.” Tinuiti revealed some noteworthy data points during the webinar regarding Stories, Messenger and Marketplace advertising.

Here are some numbers to mull over:

Facebook’s non-feed ad placements 2013 – 2018

2013: Instagram starts advertising

2017: Instagram Stories advertising launches

2017: Facebook Stories and Messenger ads available

2018: Facebook Marketplace enables advertising options

Q1 2019 CPMs across Facebook’s ad channels (based on Tinuiti’s clients, NOT Nanigans’ clients)

$10.46 – Facebook Feed

$6.13 – Instagram Feed

$4.09 – Facebook Messenger

$3.85 – Facebook Marketplace

$2.90 – Stories (Facebook/Instagram)

Stories (Facebook and Instagram)

500 million daily active users (5X growth since Oct. 2016)

$2.90 – CPMs among Tinuiti’s clients, compared to $10.46 Newsfeed CPMs

Only 29% of of Facebook advertisers are active on Instagram Stories*

71% of Instagram users want to discover a new product*

58% of Instagram users want unfiltered and authentic content*

*Source: eMarketer

Facebook Messenger

$4.09 – CPMs among Tinuiti clients, compared to $10.46 Newsfeed CPMs

1.3 billion – 2018 MAUs (monthly active users)

Facebook Marketplace

$3.85 – CPMs among Tinuiti clients, compared to $10.46 Newsfeed CPMs

-65% – CPM percentage change from Feed to Marketplace

Click below for a recording of the full webinar “Improving ROI on Paid Social by Expanding Beyond the Newsfeed”

The webinar is divided into two sections.

In the first section, Tinuiti’s Manager of Performance Social Sarah Sanchez discusses options for non-feed ad placement, including Facebook and Instagram Stories, Facebook Messenger and Facebook Marketplace. Sarah delves into the benefits of leveraging these channels (higher open rates, less competition, lower CPMs) as well as how to stand out creatively.

In the second section, Nanigans VP of Product and Engineering Erik Mansur discusses how the news feed became a “sea of sameness” and how Facebook “Instant Experience” ad formats like Canvas, Playables and Collections can take users out of feeds and truly engage them. Erik also highlights enviable metrics that well-known brands have achieved using “Instant Experience” ads.

Various live polls within the webinar shed light on what today’s performance marketers are doing to expand beyond the feed.


With more than $1B in managed ad spend, Tinuiti is the new name for Elite SEM and its recent acquisitions: CPC Strategy, Email Aptitude, and OrionCKB. Tinuiti specializes in Amazon & Marketplaces, with additional services in Paid Search, Mobile Apps, CRM & Email Marketing. Clients include Bombas, BB&T, Eddie Bauer, Ethan Allen, Etsy,, Rite Aid, Seventh Generation, The Honest Company, Tommy Bahama, Terminix, Vitamin Shoppe. For more information visit

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