Facebook is experimenting with a new iteration of its Stories discovery page - Business Insider

year-over-year in Q4 2019 per Socialbakers data cited by Mobile Marketer. With the launch of a separate Discovery page, Facebook is likely looking to drive more active engagement among core Facebook users by creating a space for users to purposefully explore and spend time with Stories.

With this latest iteration of a separate Facebook Stories section, the larger panels will likely help interested brands build direct response engagement, a strength of Facebook advertising. Core Facebook is regularly considered a better option for advertisers looking to drive direct interaction with their advertisements compared with Instagram, which tends to be used more for brand building.

Although it's still relatively uncertain whether Stories as a format will be conducive to direct response objectives — even on Facebook — a broader rollout of the format on Facebook will provide an interesting test case. And if Facebook Stories do see broader user engagement as a result of the separate Discovery page, advertisers could have a better opportunity to combine the popularity and versatility of the Stories format with the direct response objectives of a Facebook campaign.

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