Case: A 3-frame Story sequence beat single-frame links 2.6x
A creator dropped one Story frame with a link sticker. Tap-through was weak (1.1%).
We templated a 3-frame sequence, used on every promo:
Frame 1 — Problem/hook, no link (build context)
Frame 2 — Product in use, no link (proof)
Frame 3 — Offer + link sticker + one reason to tap now
Trigger rule: link only appears on the final frame, after context is set.
Result over 20 promos: link-sticker tap-through went from 1.1% to 2.9%, a 2.6x lift. Same products, same audience — only the sequence changed. Frames 1-2 did the selling; Frame 3 just collected the click.
Definition of done:
— 3 frames: hook, proof, offer
— Link on final frame only
— One urgency reason on the link frame
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Case: A 3-frame Story sequence beat single-frame links 2.6x
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