As the global Instagram lead at Facebook Creative Shop, Kay Hsu is tasked with getting brands to adopt the Instagram Stories format.
"What I try to do is make sure that Instagram is an inspiring place for brands and agencies to build beautiful stories," she says. "The second is i'm hoping to provoke and inspire all of this new storytelling. The last one is being a seat at the table for product so when we provide feedback for our ad products we want to make sure the creative voice is well heard in that room."
On this episode of the Ad Age Ad Lib podcast, Hsu discusses the challenges and opportunities brands see with the proliferation of ad formats—and the rise of ephemeral messages specifically.
"There's new formats every day," she says. "I empathize with brands. It's difficult. One day you have learn abbot square, then you have to learn about vertical. Then you have to learn about ephemeral." That said, she, naturally, sees each new format as an opportunity to experiment.
We also get into her career path, which meandered from a job as a parliamentary legislative assistant in Canada through stints in fashion and agency life before landing at Facebook.
Correction: In this interview, Hsu mis-identifies the first brand to advertise on Instagram. The first advertiser on the platform was in fact Michael Kors.