The time has come to monetize the stories of Facebook and Messenger

   "Stories everywhere". A few months ago this credo could seem fanciful. While the feature - directly copied to Snapchat - had already been widely adopted on Instagram, but many users of Facebook or Messenger found a zero activity in terms of Stories on their applications.

   That was not counting the cross-posting strategy implemented recently, as well as the many incentives that users can share, from Instagram or Messenger, their Stories also on Facebook. Bet won for Mark Zuckerberg who today announces 300 million daily active users of Stories on Facebook and Messenger cumulated.

   In June, Instagram announced for its Stories 400 million daily active users. In May, Facebook alone had 150 million daily active users of Stories. The growth is real, boosted by the cross-posting, certainly, but also by the countless opportunities for the users to post Stories on Facebook: at the top of the newsfeed, in the events, in the groups, etc.

   In fact, the staff of Facebook, Zuckerberg in mind, is convinced that in a few months, the shares of Stories will outnumber the "traditional" shares in the newsfeed. Why ? Because the users are looking for authenticity and the format Stories, ephemeral by nature, allows the story of their daily life to their friends.

   Good news also for advertisers, Facebook will soon open the inventory generated by Stories to advertising. In reality, Facebook does not really have a choice. As we saw earlier in the week, the average time spent on Facebook drops in favor of YouTube, and to guarantee shareholder profit growth, except to provoke a rise in contact cost that would be counterproductive in the medium term. , Facebook must monetize the smallest part of its application.

Hence the new advertising products in Watch, and hence the arrival of ads in the Stories.

   The logic is unrelenting, and it could well help to calm a situation for Facebook that has not ceased to stretch since the outbreak of the Cambridge Analytica case, the passage of Mark Zuckerberg before the Senate, and recently the departure founders of Instagram and Whatsapp ...

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