Advertisers are shifting ad dollars to Instagram due to Instagram Stories. Ad budgets are flowing into Instagram. Instagram ad spending is growing at a rapid rate thanks to the rise of Instagram Stories. Instagram accounted for 23 percent as much spend as Facebook in the second quarter. 

The rapid growth and consumption of Instagram Stories has made it hard for advertisers to ignore, even if they have reservations over whether they can match the high-end, premium content on the platform. Spending is shifting to Instagram, with brands like Smirnoff, Nike and Stella Artois starting to spend more money on the vertical video format.