04 Dec Stories for Business 2020
Stories for Business 2020
In a world where we instinctively reject a lot of advertising (‘Skip Ad’ on YouTube), Stories offer a saving grace. The addictive design of Stories has us stuck viewing them for longer than we ever plan to. We don’t know what is coming up next but it is easier to keep clicking through rather than exiting.
It is like a conveyor belt of consumption: you get on it by innocently clicking on a photo of your best friend’s dinner. Before you know it, you have tapped through 30 people’s stories, watched 5 ads, swiped up to see links from influencers’ wardrobes and you are not sure where the last 20 minutes of your life went.
Back in 2016, Instagram had launched Instagram Stories to successfully fight off Snapchat.
The Stories format was heavily “inspired” by one of Snapchat’s most popular features and gradually found its way to all of Facebook’s social media and messaging apps, which includes Instagram Stories, WhatsApp Status and Facebook Stories.
All of Facebook’s social media and messaging apps quickly surpassed Snapchat in terms of daily active users.
How Can Brands Use Stories?
With 500million users viewing Stories daily, Stories are a great way to reach potential new customers — and build a stronger connection with your existing ones. The catch is they only last for 24 hours from the time you post them.
Instagram introduced a “swipe up” feature, allowing brands to link a URL to their Story, creating a “see more” option below the post. So, if users wished to see further content, it was only a swipe away. That meant no more posting about a new blog post on your account and having to direct followers to your bio to click the link!
How brands are utilizing the link feature:
There are 5 main categories where brands link to:
- Shoppable page: Typically, the company’s website, allowing the consumer to purchase what was featured or advertised on their story.
- Other social platforms: Leads to YouTube, Twitter, Facebook, or another platform to give extended access to the shared content.
- Blog Post: Links to their blog or an article.
- Campaign Page: An invite for fans to submit their own content or enter to win a contest sponsored by the brand.
- App: Prompted users to download a relevant application on their mobile device
How brands are utilizing Influencers:
Influencer Takeovers are a creative way to give your content a fresh face. A takeover is when a brand gives access to an influential individual to “take over” their account for an allotted period.
One brand that does this extremely well is Fenty Beauty by Rihanna. Fenty regularly features the Stories of makeup artists, celebrities, and social media influencers.
The beauty of Stories is that you can prolong their lives if you add them as a Highlight on your Instagram account and it helps if you repurpose the content by posting the original video to YouTube. One of the MAJOR benefits a campaign like this affords us the opportunity for audiences to “discover” products on their own so Stories saved as Highlights gives you a nice catalogue of content that can be as varied as you want it to be.
How brands are Broadcasting Events:
Will lockdown restriction due to a pandemic stop the launch of a new vehicle model?
You want to yes, right? Nope, not with the power of broadcasting live events on Stories! This is the most seen use of Instagram Stories for major brands. If your company is hosting or attending any type of event, an Instagram Story is a great way to showcase the day.
Events tend to feature celebrities, public figures and products, which produces subtle advertising while also creating a deeper experience for the user with the brand. Suzuki SA has done this well with the launch of the Suzuki S-Presso.
Posting Stories by promoting the virtual launch and sending influencer packages. Notice how Suzuki SA implements the hashtag #DoYou that can be clicked on to view posts from other users who have posted the hashtag.
How Brands Create “Step-by-Step” Tutorials
The perk to Stories is that they can be posted in increments of 15-second videos. This allows content involving a step-by-step process to be broken down to display each step independently.
You do not have to be a food brand showing how to prepare a dish or a fashion brand showing how to put together an outfit. Yes, of course, this technique works for that, but other brands can use it just as effectively.
For marketers, Stories is an amazing feature to boost your presence on social media. The stories encourage people to check your links, check a campaign hashtag and make the audience feel like they are part of your brand’s community.