Instagram trials sign-up and app-install promotions
Photo-sharing platform Instagram has launched a trial of sign-up and app-install promotions within its Stories feature, following Snapchat's rollout of a similar function last year. E-payment device company SumUp was the first to adopt the sign-up service by encouraging Stories browsers to swipe up to subscribe to its services. By requesting an immediate response from consumers, these Stories promotions offer similar marketing functionality to Instagram's main app. Previously, Stories' ad offering had been limited to basic brand awareness. 
Image sharing platform Instagram has dipped its toes in the direct response advertising market by allowing marketers to push sign-up and app-install promotions within its Stories section.

Instagram further emulates Snapchat by trialing direct response ads

One of the first out of the gates was an advertisement from e-payment device company SumUp, which invited browsers to swipe up to subscribe to its services.